With the Super Bowl just days away, new research shows viewers’ perceptions of the game and how they consume content and communicate with each other on social media are rapidly changing due to tech advances. A majority of viewers (55%) say they would be interested in streaming pro football games online instead of watching on cable, including 77 percent of Millennials, according to a new national survey commissioned by Burson-Marsteller and fielded by research consultancy Penn Schoen Berland (PSB) examining viewers’ attitudes toward professional football, the Super Bowl and the halftime show.
In addition to the shift in viewers watching games via streaming online, 29 percent of viewers—and 43 percent of Millennials—say they would be more likely to cancel their cable subscription if they could stream professional football games online.
“The ongoing transformation of the fan experience is just one instance of a global trend we are witnessing—across the board, consumers are being empowered by technology and demanding better, customizable content,” said Mike Fernandez, U.S. CEO of Burson-Marsteller, in a news release. “The age of the one-size-fits-all content package is over, and the future belongs to the fans.”
Key stats from the research include:
- More than four in 10 viewers, and more than seven in 10 constant social media users—defined as viewers who check social media or news outlets more than once an hour via computer or mobile on a regular day—say that social media brings them closer to the game.
- Sixty percent of viewers and 87 percent of constant social media users say they are interested in the extra content brands provide on social media in addition to their commercials.
- Eighty-two percent of viewers and 89 percent of Millennials believe it is important for brands to demonstrate how they are giving back to their community in their Super Bowl commercials or marketing campaigns.
“The game plan is shifting into the hands of the fan according to the findings of this year’s survey,” said Jason Teitler, chair of Burson-Marsteller Fan Experience sports and entertainment specialty group, in the release. “The different ways in which fans experience the Big Game, and engage with others about the game, provide a variety of opportunities for brands to develop lasting, productive relationships with consumers by delivering content and access that most appeals to them.”
Additional survey findings include:
Let’s Get Social
- Constant social media users are most likely to say they love watching the halftime show (71 percent vs. 58 percent of viewers)
- One in three constant social media users say they will use social media more often during the Big Game than they usually do
- One in three viewers say that a commercial is what they are most likely to post about on social media during the game
- Thirty-three percent of viewers say that a commercial is what they are most likely to post about on social media during the game
- More than 70 percent of constant social media users say that social media brings them closer to:
- Pro football
- Other pro football fans
- Brands that advertise during the Super Bowl
- The game itself
- Forty-eight percent of viewers and 71 percent of fantasy football players say they would be interested in watching the Super Bowl on a virtual reality (VR) headset
- Forty-three percent of viewers and 60 percent of fantasy football players say virtual reality is the future for experiencing professional football games
The Big Game
- Nearly two out of three Millennials say they prefer the game itself to the commercials or the halftime show
- Sixty-five percent of viewers say they remember last year’s game better than any other part of the broadcast
- Seven in 10 total viewers (and nearly two in three Millennials) say that the game is their favorite part of the Super Bowl broadcast
“While the findings from this year’s survey demonstrate the huge role technology and social media are playing in how people view, interact and consume content, it will be interesting to track and see how fans actually view the game this year and interact with each other,” says Curtis Freet, CEO of Penn Schoen Berland, in the release.
The findings described here are based on a survey conducted by Penn Schoen Berland in partnership with Burson-Marsteller and Fan Experience from January 18th-21st, 2017. The survey was conducted online among a national sample of N=1000 people who plan to watch the Super Bowl this year and who watched the Super Bowl last year.
Source: PR Newswire; edited by Richard Carufel