Consumers like watching Super Bowl commercials more than the game

If you're still feeling the ill effects of the hell you went through to produce that Super Bowl spot, take heart.

Market research company Lab 42 released a study that found 39% of respondents prefer watching Super Bowl commercials to watching the game. While 28% said their favorite part of the Super Bowl was the game itself.

Some more facts and figures:

Even more interesting though is when the study gets granular and asks about bathroom breaks during the game. They study found 38% of the respondents would rather use the restroom during the game. 23% preferred to go during the commercials.

One third of the respondents said they're apt to share the spots on social media, and nearly 70% said they have re-watched spots online.

Monday Morning quarterbacking, 64% of the survey respondents said next morning they'll be talking about the spots over the game.

And finally, the perceptions of Super Bowl spots: 72% thought Super Bowl Spots are funnier than standard commercials. 57% thought they were more creative. And 21% thought they were more memorable.

Let's hope this year's batch doesn't make next year's numbers change for the worse.

about the author

kidsleepy CD copywriter with 18 years experience who has worked in many cities including New York, Atlanta, Montreal and currently Los Angeles. I snark because I care.

Comments (3)

  • AntDude's picture
    AntDude (not verified)

    Ditto. I watch for the commercials instead of the games. Funny, I record to skip the game parts!

    Jan 26, 2013
  • Dabitch's picture


    (that was a hey'sup, not seen you in a while)

    Jan 26, 2013
  • Steph1y's picture
    Steph1y (not verified)

    I whole-heartedly agree that Super Bowl commercials are more creative and simply more entertaining than regular commercials. I typically have every Sunday off from my job at DISH, so I consistently make sure that I watch the Super Bowl every year, including the commercials. In the past, I’ve always recorded the Super Bowl just so that I could pause and rewind for bathroom breaks or to watch an especially funny commercial over again. I never kept the recording because of the limited recording space on my old DVR, but now that I have a DISH Hopper, I can save up to 1,250 SD or 450 HD hours of foot ball games, my favorite shows, and movies without ever having to worry about deleting them to make more recording space.

    Jan 30, 2013