Adtaxi—one of the nation’s fastest-growing digital marketing agencies, today announced the results of its annual 超级碗收视率 调查. With approximately 100 million Americans planning to watch the biggest sporting event of the year, the 调查 results show that people will be using an array of mediums to consume the game. 那些计划今年收看的人, the largest percentage (over 30%) claimed a streaming service will be their primary viewing source. 不管初次观看情况如何, over half of adults (52%) will engage with related content using secondary media sources, 这一比例高于去年的46%. “This migration to streaming is no surprise, as our previous years’ studies pointed to 2023 as the tipping point,Adtaxi研究总监说, 聪聪Woronoff. “In 2022 streaming services increased their live sports streaming options, and our 调查 confirms that viewers are making the switch. We anticipate a continued decline in broadcast and cable viewership in the Super Bowl year to year, as streaming options become more prevalent.”
Among the 调查’s findings on Super Bowl viewership:
- 流媒体的稳步崛起: Streaming viewership (30%) holds a lead over cable (29%) and broadcast (26%) for the first time in Adtaxi 调查 history. 这意味着更多的U.S. adults plan to view the Super Bowl via streaming than either cable or broadcast TV. 如果这种趋势继续下去, experts predict streaming services will top broadcast and cable TV combined in the 不 too distant future.
- 横跨海峡的消费: 不管初次观看情况如何, over half of adults (52%) will follow the Super Bowl via a不her kind of digital screen. 这一数据高于去年的46%. 36% of respondents will be utilizing 社会 media while watching, 而15%将在体育网站上.
- 社交聚会又回来了 The 调查 confirms that large gatherings continue to grow post-pandemic, and people are venturing outside of their house. Viewing alone or with immediate family members (43%) is down 6% from 2022. 今年, 32% of us will enjoy the Super Bowl with a party at home, at someone else’s home or at a restaurant or bar. This is up from 25% last year and 22% in 2021, at the height of the pandemic.
- 开赛前采购: 今年，三分之二(64%)的美国学生选择了美国大学.S. adults will purchase items in preparation of the Super Bowl. Half of us (48%) will purchase snacks in advance of the game, a 4% jump from 2022. 另外, more Americans (37%) will buy soft drinks over alcohol (29%), 这也是我们去年看到的趋势. Take out will also remain a priority for viewers with 27% planning on purchasing premade food.
- 观众观看原因: 对于大多数成年人来说, enthusiasm this year is highest for the game itself, beating both the advertising and half-time show. This is a reversal from the pandemic years when interest skewed to advertising. But do 不 discount the draw of those ads! Most 不able is that among adults who claim they will 不 看超级碗的人占63% 仍然 对广告热情.
“所有人都在关注第7届超级碗, these 调查 results offer insight into how marketers should maximize their reach. It is important for advertisers to realize that viewers are switching to streaming and using multiple devices while consuming. 另外, even those who do 不 watch the game will be paying attention to the ads digitally,克里斯·洛雷托说, Adtaxi执行副总裁. “利用社交和流媒体平台, 还有声音和策略, 将是脱颖而出的关键.”
方法
This 调查 was conducted online using Survey Monkey among a national sample of 1,056名成年人横跨美国.S. 地理区域, 收入水平, 性别和年龄, with Super Bowl viewers represented by the 797 respondents who indicated they plan to consume the Super Bowl. The 调查 was conducted on January 6th, 2023.
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关于Adtaxi
2010年成立于媒体新闻集团, Adtaxi made its mark in programmatic advertising before expanding into search, 社会, 和联网电视. 随着时间的推移, Adtaxi has refined and perfected its holistic performance-based strategy, 成为量子理论的基础, 最初于2015年推出. Leveraging the power of people plus technology, Adtaxi’s innovative full-funnel methodology leverages a variety of tools and processes throughout the client lifecycle to drive omnichannel optimizations across channels to maximize performance and deliver superior value for advertisers. Adtaxi functions as a true partner with its clients, acting as a single point of contact and support through multi-platform campaign cycles. Find Adtaxi on Twitter, LinkedIn and Facebook.