The poll, commissioned for the third consecutive year by US brand consultants Hanon McKendry, aims to quantify the attraction of Super Bowl commercials among the more than 90 million viewers expected to watch the Super Bowl this year
“Super Bowl advertising has become big entertainment," said Hanon McKendry founder and principal Bill McKendry. "With nearly seven in 10 adults planning to watch the game, and over half of those doing so as much for the ads as for the action on the field, this survey confirms that the Super Bowl is the perfect place for marketers to broaden their appeal.
The poll indicated that 19 per cent of viewers will watch the Super Bowl mainly for the commercials, while 38 per cent will tune in as much for the commercials as for the game.
The results mirror those in 2007 when 56 per cent of US adult viewers planned to watch as much or more for the ads.
