SOURCE: Butler, Shine, Stern & Partners

Butler, Shine, Stern & Partners

February 05, 2016 11:01 ET

The Ads May Matter More Than the Game

SAUSALITO, CA--(Marketwired - February 05, 2016) -  Over 60% of Americans polled on what makes the Super Bowl a must-watch live event, said it's all about the ads, according to a survey conducted by independent research company Survata on behalf of Butler, Shine, Stern & Partners advertising (BSSP). 

The online study of a representative sample of US consumers conducted this week found 61% said the ads make the Super Bowl experience more fun, and 45% said the Super Bowl wouldn't be the Super Bowl without the ads.

"As if we needed any further validation -- The Super Bowl remains the live broadcast event that reaches consumers at scale. And one in which the audience looks forward to the advertising," noted said Greg Stern, CEO of BSSP. "The advertising is as important to the Super Bowl experience, as the game itself."

This extends beyond the game itself. In fact, 48% said they have already seen or are planning to watch the ads online before the game. And 28% said they plan to talk about the advertising on social media during the game -- more people than those who said they plan to talk with friends online about the game.

"Advertising is social currency," said Edward Cotton, Director of Strategy & Insights at BSSP. "The Super Bowl is the pinnacle of live TV, but with the omnipresence of social media, for marketers it's much more than just being in the game. We're still days away from the game, and pre-game sharing and viewership are polling at all time high numbers."

This survey was conducted by Survata, an independent research firm in San Francisco. Survata interviewed 501 Super Bowl viewers, adults 18+ between February 1st, 2016 and February 3rd, 2016. Respondents were reached across the Survata publisher network, where they take a survey to unlock premium content, like articles and ebooks. Respondents received no cash compensation for their participation. More information on Survata's methodology can be found at survata.com/methodology.

Read more about the survey here: https://bssp.com/#news/super-bowl-ads-still-matter

About BSSP

BSSP, www.bssp.com, is a full-service marketing communications agency based in Sausalito, CA, providing services in advertising, online marketing, web development, data analytics, media strategy and buying, brand identity, design and strategic brand consulting. BSSP is one of the largest independent agencies in the West and is known for providing highly creative, fully accountable marketing solutions to a broad array of marketers including Nature Made, MINI, Logan's Roadhouse, HTC, Draft Kings, Blue Shield of California, Greyhound, El Pollo Loco, Sunrun and others. Adweek named BSSP Small Agency of the Decade, and Outside magazine recognized the agency by putting it on their list of Best Places to Work in America for each of the past five years. Further, Forbes.com deemed BSSP "one of the top 10 agencies in the country."

About Survata

Survata is a technology-driven consumer research company serving thousands of clients globally, from Fortune 100 brands to leading ad agencies to major hedge funds. We are the simplest way to conduct high quality survey research online. The company is based in San Francisco.

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