Same Game. Different Audiences. Measuring Super Bowl Impact Across Generations
Different demographics respond to Super Bowl promotions in varied ways, influenced by their preferences for communication channels and types of offers.
The Super Bowl’s greatest strength — mass reach — can also be its greatest challenge.
The Big Game is the most-viewed event of the year, setting new records annually (123.7 million last year). While that allows brands advertising against the game and supporting programming to reach a vast audience (hence the cost), an audience of that size is hardly homogeneous.
Different demographics respond to Super Bowl promotions in varied ways, influenced by their preferences for communication channels and types of offers. According to a recent survey by AI-powered performance marketing platform Wunderkind, different generations respond in very different ways that retailers should consider to fully capitalize on their Super Bowl investment.
- Younger Consumers (18-34): This group tends to favor social media platforms for brand engagement. They are more likely to be influenced by social media ads and influencer content. Promotions that leverage these channels, such as interactive social media campaigns or influencer partnerships, can be particularly effective.
- Middle-Aged Consumers (35-54): This demographic shows a strong preference for personalized marketing messages. According to the Consumer Insights Report, 83% of consumers are more likely to purchase from a brand that personalizes its messages. Email and SMS campaigns that highlight products they have recently browsed can drive engagement.
- Older Consumers (55 and above): Email remains a highly favored channel for this group, with 65% of consumers aged 65 to 74 preferring to receive offers via email. Promotions that offer value, such as discounts or exclusive deals, and are communicated through email can be particularly appealing.
These insights suggest that tailoring Super Bowl promotions to the preferred channels and offer types of each demographic can enhance engagement and conversion rates.
If you're interested in exploring these strategies further, download the full Consumer Insights Report free at Wunderkind.co.
Also, be sure to check out more Super Bowl insights from Wunderkind and other Measure partners in our special Super Bowl hub.