Super Bowl 50 Infographic: American Women Enjoy Commercials More Than The Halftime Show

Here's more super bowl data.gathered by Influenster, who decided to survey 6,320 of its female users to find out how engaged they are with the sporting event and their attitudes towards the time ­honored tradition of commercials.

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82% of American women plan on watching Super Bowl 50.
While 7 out of 10 of them watched Super Bowl in 2015, 8 out of 10 them of them plan on watching the Super Bowl this year. This may be a result of the all the hype surrounding the event’s golden anniversary. Interestingly, they enjoy watching commercials (78%) the most out of all elements of the Super Bowl experience, followed by the social aspect (73%), halftime show (69%) and the game (57%). Facebook (75%) is their top media platform of choice to use during the Super Bowl, followed by Instagram (58%), Twitter (42%), the TV (38%), Snapchat (36%), the official NFL website (5%), news sites (2%), the radio (1%) and Periscope (1%).

When it comes to a commercial, laughter is the best medicine.
When asked about what makes a commercial the most eye­catching and/or memorable, American women cite the #1 quality to be one that makes them laugh (78%). Even when asked about what makes a commercial successful, they still view laughter (60%) as the most important factor. Other top qualities include a fun and upbeat vibe, one that tells a story, one that teaches the viewer about the product and/or brand and one that is unlike anything the viewer has ever seen before.

Super Bowl ad retention amongst these viewers is questionable.
American women not only enjoy Super Bowl commercials, 77% of them also follow these ads somewhat to very closely. A year after Budweiser’s Lost Puppy ad took the TV and internet worlds by storm, Budweiser (79%) still remains fresh in American women’s minds as one of the most remembered brands from Super Bowl 2015. Other memorable brands include: Doritos (85%) in the lead, followed by the Coca­Cola (64%), Bud Light (36%), Doritos (34%), Snickers (22%), McDonald’s (18%), M&M’s (17%) and Fiat (15%). Ironically, M&M’s did not advertise in Super Bowl 2015 and they still don’t plan on returning this year. This shines light on how an iconic brand like M&M’s has so much staying power even when it chooses to not have an ad on game day.

American women pay more attention to snack and beverage ads than personal care ads.
Due to the nature of Super Bowl being an occasion of feasting and drinking, it might come as no surprise that snack and beverage commercials (87%) emerged as the top category of ads that American women pay the most attention to; this is followed by personal care (62%), beer (57%), fast food (37%), automotive (30%), telecom & tech (24%) and insurance & finance (9%).

Here are the top brands that have aired Super Bowl ads in the past that US women are most looking forward to watching this year*:
Automotive: Chevrolet (24%), Honda (13%), Toyota (13%), Mercedes­Benz* (11%), BMW (9%), Kia (6%), Lexus (5%), Buick (3%), Hyundai (3%), MINI USA (3%) and Acura (2%). Snack and/or beverage: Doritos (49%), Coca­Cola (21%), Pepsi (9%), Snickers (8%), Skittles (4%), Mountain Dew (3%), Avocados from Mexico (3%) and Butterfinger (1%). Beer: Budweiser (74%), Bud Light (21%) and Shock Top (5%).
Personal care: Always (36%), Colgate (35%) and Dove Men+Care (29%).
Fast food: M cDonald’s (48%), Taco Bell (41%) and Carl’s Junior (11%).
Insurance & finance: Geico (45%), TurboTax (25%), Nationwide* (19%), Esurance (8%), Intuit (2%) and SunTrust Banks (1%).
Tech & telecom: Microsoft (25%), T­Mobile (19%), Sprint (18%), LG Electronics (18%), PayPal (9%), Squarespace (2%) and Wix (1%).
*Brands that have announced that they will not be running Super Bowl ads this year after the Influenster survey was conducted.

According to Influenster's reviews platform, here are the top beers (with the highest number of reviews and ratings) and products per food category most commonly consumed during Super Bowl.
1) Budweiser 2) Corona 3 ) Blue Moon 4) Heineken 5) Coors Light 6 ) Sam Adams Summer Ale 7) Bud Light Platinum 8 ) Miller Lite 9 ) Guinness Draught 10) Michelob Light

Pizza: Birds Eye Recipe Ready Pizza Supreme Blend
Chicken Wings: Tyson Any'tizers Chicken Hot Wings Buffalo Style
Hot Dog: Ball Park Heat & Eat Beef Franks
Burger: Bubba Burger Beef Patties
Chili: McCormick Chili Mild Seasoning Mix
Guacamole: Wholly Guacamole Spicy All Natural Hand­Scooped Hass Avocados Chips: D oritos Nacho Cheese Flavored Tortilla Chips
Dips: Hidden Valley Dips Mix Fiesta Ranch
Popcorn: Smartfood White Cheddar Cheese Popcorn
Nuts: Planters Deluxe Whole Cashews


These are some of the key findings from an Influenster survey conducted from January 16 ­ 26, 2016 with a total of 6,320 completes. With a sample of 6,320 users across all ages (18­24: 35%; 25­34: 45%; 35 ­ 44: 15%; 45 and over: 5%) with heavy social media usage (On 2+ social media channels: 99%). Average age of respondent: 28. Minority reach: 35%. The survey was conducted online in all 50 U.S. states and the District of Columbia. The margin of sampling error is +/­ 1.21 percentage points with 95% confidence interval.

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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.