Digilant is excited and ready for Super Bowl LIII, especially with our hometown team competing in this year’s game. To help media buyers and advertisers prepare for it, we released a Super Bowl 2019 infographic that includes consumer behavior trends, data related to viewing preferences, social media actions and shopping behavior. Regarded as the advertising opportunity of the year, the Super Bowl has become a one of kind opportunity for advertisers. Most brand marketers can’t afford the mid-game TV spots, but that doesn’t mean that they should miss out on the opportunity to get in front of potential customers. Digilant’s infographic is meant to inspire media budget holders to make informed decisions on how, where and when to buy digital and programmatic advertising before, during and after the 2019 Super Bowl.
Download the infographic here.
Who’s Watching?
Of the ten most watched television broadcasts in the United States, nine are Super Bowl games. The highest ranking, with 114.4 million viewers, was the 2015 Super Bowl between the New England Patriots and the Seattle Seahawks. Last year’s big game between the Patriots and the Philadelphia Eagles brought in 103.4 million television viewers which doesn’t even include those who streamed the event or watched it unfold via restaurant flat screens. Although viewer number fell for last years game, as media buyers, we can go into 2019 with some optimism knowing that this predecessor was the most live-streamed Super Bowl in history.
As digital advertisers, it is key to understand who your audience is and what they are actively interested in. At last year’s game, for instance, 53% of viewers were male, 24% of viewers were female, and 68% of homes with televisions in use that Sunday were tuned into the Super Bowl telecast. To make a strategic move during the Super Bowl means getting it seen by millions of people at once – and with the emerging power of video, even more fans can catch up on what they missed via YouTube. The fear of missing out is massive for fans, and it should be equally, if not more, intense for those making advertising moves during the most viewed event of the Year.
Those watching the Super Bowl vary. You have the die-hard fans, of course, but many watch for the entire experience that stems off of the football game. This includes the Halftime Show and the highly anticipated, well executed advertisements that grace the TV every few minutes. 24% of 2018 Super Bowl viewers claimed that the commercials were the most important part of the game. Some even watch solely for the ads themselves, barely paying attention to the football breaks in between. And 1 in 10 viewers insist that these popular adverts will influence them to make a purchase in the future. These advertisements, in short, can change perceptions in the blink of an eye.
Whether they’ve paid attention to the entire football season or only tune into the final game, viewers do not like to miss out. Consumers thrive off of shared experiences and crave watching live events with family and friends. They want to be in the loop, ready to have a conversation the next day with someone about that hilarious commercial or that revolutionary touchdown from the second quarter. Because of this, and because of the excitement the game brings each year, millions turn on the television, (or even more so, the livestream,) to see it all. Advertisers and media buyers should be just as vigilant when prepping for this year’s Super Bowl.
Interested in incorporating any of the programmatic tactics we discussed throughout the Super Bowl infographic blog posts into your 2019 digital advertising plan? At Digilant, we provide experienced and informed hands-on decision-making to manage all aspects of programmatic buying for clients. Reach out to us here.
Learn more about the power of the media in Part 2 of our series The 2019 Superbowl: What Media Buyers Need to Know to Prepare for the Big Game. Check it out here.