VB&P SUPER BOWL XLVII STUDYSurvey Findings

January 2013

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METHODOLOGY & APPROACH

Conducted online December 7-11, 2012.

1,000-person sample size that demographically (age, ethnicity, employment status, etc.) represented the United States’ general population.

Respondents were required to have watched at least some part of the 2012 Super Bowl and intend to watch the 2013 Super Bowl to qualify for the survey.

Majority of the questions were closed response and multiple choice.

In this study, millennials are classified as ages 18-29.

KEY FINDINGS

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1. Americans are sharing and rewatching their favorite Super Bowl ads more than ever before.

• 40% will pass along their favorite ad (vs. 36% in 2012).

• 50% will rewatch their favorite ads online (vs. 43% in 2012).

2. Americans are watching less cable, except on Super Bowl Sunday.

• 20% of Americans are considering dropping their cable subscription. Millennials are even more prone to drop their cable (35% in 2013).

• However, 96% of Americans watch the Super Bowl via TV.

3. Twitter is the fastest growing social network on Super Bowl Sunday.

• While watching the game, 15% of people will be on Twitter, a 275% increase since 2012.

• 30% of people are likely to share their favorite ad on Twitter, a 650% increase since 2012.

4. More intoxicated viewers are more likely to talk about the Super Bowl on social networks.

• 28% of survey participants admitted they are likely to be hungover Super Bowl Monday, which, with 111 million Super Bowl viewers, equates to an estimated 31 million Americans.

• 35% of the likely-to-be-hungover will tweet during the Super Bowl (vs. 8% of non-hungover) and 60% of the likely-to-be-hungover will post on Facebook (vs. 24% of non-hungover).

• Most importantly for marketers, heavy drinkers are five times as likely to buy something while watching the game (50% vs 10% of light/non-drinkers).

5. Millennials are the most passionate about Super Bowl Ads.

• 78% of millennials will pay attention to who is advertising before the game (vs. 54% avg).

• 70% of millennials will rewatch ads online (vs. 50% avg). 67% of millennials will pass those ads along to others (vs. 40% avg).

• 92% of millennials will be talking about ads during and after the game (vs. 81% avg).

BEFORE KICK-OFF

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MORE THAN HALF OF AMERICANS PAY ATTENTION TO WHO IS ADVERTISING BEFORE THE GAME

5

45%

13%

14%

11%

9%4%3%

How long before the Super Bowl do you start paying attention to who is advertising?

More than 3 months before 2-3 Months Before 1 Month Before2 Weeks Before 1 Week Before Day of GameI don’t pay attention before the game

Of the 54% of Americans who pay attention to ads before the game, 75% are doing a week or so before the game.

WATCHING ADS PRE-GAME INCREASES

More than a third of Americans will watch Super Bowl ads prior to the game in 2013. Triple the amount since 2010.

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0%

10%

20%

30%

40%

2010 2011 2012 2013

Will you watch any ads prior to the game online?

Yes

YOUTUBE AND FACEBOOK DOMINATE SEARCH FOR SUPER BOWL ADS

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0%

20%

40%

60%

80%

Americans Millennials

Where do you seek out ads prior to the Super Bowl?

Brand Sites Facebook YouTube Media/News Source

BRAND AFFINITY IS THE PRIMARY REASON FOR SEEKING ADS BEFORE THE SUPER BOWL

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0%

10%

20%

30%

40%

Americans Millennials

What makes you seek out ads prior to the Super Bowl?

News that a brand is advertising News about the content in the ads Brand InterestKnowing they are repeat advertisers Knowing a celebrity will appear Other

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GAME TIME

CABLE USE MAY BE DECLINING, BUT NOT ON SUPER BOWL SUNDAY • Last year, NBC streamed the Super Bowl online for the first time. Only 4% of Americans watched last year’s Super

Bowl via online streaming; however, 9% of millennials reported watching the game this way.

• 20% of Americans are considering dropping their cable subscription because of access to shows on Netflix, Hulu, iTunes, and YouTube. This number jumps to 35% for millennials.

• 43% report using non-cable offerings to watch their favorite shows, with 62% of millennials reporting this practice.

10

0%

25%

50%

75%

18-29 30-44 45-59 60+

What services do you use to watch most of your shows from?

Cable 2013 YouTube 2013 Netflix 2013 Hulu 2013

HUMOR IS EFFECTIVE, BUT BIKINIS STILL WORK

Humor goes a long way. 93% of Americans believe that humor makes an ad more memorable.

But predictably, when asked what makes an ad memorable, men favored women in bikinis and women preferred cute animals.

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0%

7.5%

15%

22.5%

30%

WOMEN MEN

Cute animal Music soundtrack Attractive woman/man Someone getting hitMovie/film celebrity Babies Famous athlete Bodily functions

WOMEN VS. MEN

MORE AMERICANS ARE WORKING WHILE WATCHING16% of Americans plan to work during the 2013 Super Bowl, which is an increase compared to last year. This number goes up with millennials.

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0%

7.5%

15%

22.5%

30%

Worked during 2012 SB Plan to work during 2013 SB

Average Americans Millennials

ADS TAKE CENTER STAGE DURING THE GAME

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50%

62.5%

75%

87.5%

100%

2013

Likely to discuss Super Bowl ads with friends during the game

Avg Americans Millennials

50%

57.5%

65%

72.5%

80%

2011 2012 2013

Yes, I want to watch the Super Bowl with commercials

Avg Americans Millennials

TWO+ SCREEN VIEWING GROWS

More than half (56%) of respondents plan to engage with some type of communication tool(s) while watching the Super Bowl in 2013, keeping with an enormous increase in digital engagement since 2010. For the first time, Facebook has surpassed texting.

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During the Super Bowl, do you plan to engage in any of the following activities?

TWITTER

FACEBOOK

E-MAIL

TEXTING

SEARCH

PHONE

2010 2011 2012 2013Percentage Change

2010—2013

4% 4% 8% 15% +275%

16% 22% 27% 37% +131%

15% 16% 20% 22% +47%

20% 22% 30% 29% +45%

10% 9% 12% 13% +30%

15% 18% 13% 17% +13%

MILLENNIALS VS. NON-MILLENNIALS

86% of millennials will be engaged in some sort of communications tools while watching the game. Millennials are four times as likely to tweet, and twice as likely to be on Facebook. Similar to the American average, for the first year, Facebook has also surpassed texting with millennials.

FACEBOOK

TEXTING

TWITTER

E-MAIL

PHONE

SEARCH

2010(Millennials)

2011(Millennials)

2012(Millennials)

2013(Millennials)

2013(Non-Millennials 30+)

28% 41% 50% 62% 28%

37% 44% 55% 52% 22%

8% 11% 17% 35% 8%

17% 19% 29% 26% 21%

25% 18% 13% 19% 16%

13% 13% 21% 18% 12%

During the Super Bowl, do you plan to engage in any of the following activities?

POST-GAME DIGITAL WATER COOLER

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HALF OF AMERICANS PLAN TO REWATCH SUPER BOWL ADS AFTER THE GAME

17

30%

38%

45%

53%

60%

2010 2011 2012 2013

After the Super Bowl ends, will you rewatch Super Bowl ads online?

Yes

AMERICANS INCREASINGLY “LIKE” BRANDS MORE THAN TEAMS

18

15%

21.25%

27.5%

33.75%

40%

2011 2012 2013

What would you be most willing to “like” on Facebook during or after the Super Bowl?

A brand A team

ADS AND PLAYS EARN EQUAL CHATTER AFTER THE GAME

19

0%

10%

20%

30%

40%

2013

What are you most likely to discuss the Monday after the Super Bowl?

Ads Best Plays Half-time Show What you did during the game

SHARING ADS POST-GAME INCREASES

40% of Americans will pass along their favorite ads via e-mail or social networking sites. This is a 54% increase since 2010.

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After the Super Bowl, will you pass along your favorite ads to others via social networks?

20%

35%

50%

2010 2011 2012 2013

Yes

FACEBOOK DOMINATES SHARING, BUT TWITTER IS GAINING SPEED Of the 40% of Super Bowl watchers who will pass along their favorite ad, 86% will do so via Facebook and 30% via Twitter. In fact, Twitter is the fastest growing social network for sharing ads, with a 500% increase from last year.

21

0%

22.5%

45%

67.5%

90%

Facebook Twitter E-mail Text LinkedIn

With which social networks are you most likely to share your favorite Super Bowl ad?

2012 2013

THE SUPER BOWL HANGOVER

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TWEETING UNDER THE INFLUENCE

28% of survey participants admitted they are likely to be hungover the Monday after the Super Bowl. With an estimated 111 million viewers, this equals 31 million Americans.

• 60% of heavy drinkers will be posting on Facebook during the game, versus 24% of light/non-drinkers.

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0%

10%

20%

30%

40%

Will tweet about the Super Bowl

Likely-to-be-hungover Non-hungover0%

15%

30%

45%

60%

Will post on Facebook about the Super Bowl

Avg AmericanAvg American

INTOXICATED BUYING POWER

Heavy drinkers are five times as likely to buy a product while watching the Super Bowl than light/non-drinkers (10%).

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0%

12.5%

25%

37.5%

50%

Yes, I think I will buy something while watching the Super Bowl

Likely to be hungoverNot likely to be hungover

Avg American

WANT TO LEARN MORE?

For more information on the study, or to schedule an interview with Lucy Farey-Jones, partner and head of strategy, please contact Meredith Vellines at meredith.vellines@venablesbell.com.

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THANK YOU