Cool Intentions: What Consumers Are Looking Forward To In Super Bowl LIX

While media and tech fragmentation, smartphone reliance and a general array of distractions have upended consumers’ collective lives over the last decade plus, one thing has remained constant: The Super Bowl. 

It should come as no surprise considering the vast amount of brand equity, loyalty and sheer passion  the NFL and the Super Bowl in particular have generated around fans – and brands! – since the first big game in 1967. 

iSpot Creative Assessment conducted a survey among over 17,000 US consumers to understand their thoughts and reactions to Super Bowl ads ahead of this Sunday’s game between the Chiefs and Eagles.

• A whopping 67% of respondents said they plan to watch the Super Bowl.
• Nearly 40% (39%) said they are interested in watching both the game itself as well as the ads.
• 15% of consumers polled said they were there to watch only the ads – a huge marketing opp considering the game routinely draws over 100 million viewers.
• 46% of respondents noted that they are more/much more likely to make purchases based on Super Bowl ads they watched – solidifying the Super Bowl as not just a brand identity opp, but also as an outcome driver.

The survey also looked at types of ads consumers were looking forward to viewing and found that 10% wanted to be taken by surprise.