Online Exclusive: Super Bowl Ad News

SUPER BOWL ADS ARE A BIG DRAW FOR YOUNG VIEWERS

Poll Finds 25% Watch for the Spots; 20% Tune in for the Game

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NEW YORK (AdAge.com) -- Nearly one-fifth of viewers tuning into the Super Bowl Feb. 6 will do so for the advertising, and that attitude is more prevalent among younger viewers, according to a new poll.
Viewers will spend a total of $5.6 billion for food and other supplies for the game.

The survey, released by the Retail Advertising and Marketing Association (RAMA), found only 32.5% of viewers polled consider the game the most important reason to watch; 15.7% said they tune it to watch the ads, 13% said to socialize with friends and 4.9% said to catch the half-time show.

Ad-friendly demographic
Interest in advertising was more marked among the marketer-coveted 18- to 24-year-old demographic, of which 24.5% watch for the ads and only 19.6% tune in for the game.

Viewers this year are expected to spend an average of $49.27 per person in supplies for the football game, a total of $5.6 billion among all 145 million viewers expected. Most, 68%, will spend that on food, but the survey estimates consumers will also buy 1.4 million TVs, 529,500 pieces of furniture such as entertainment centers, as well as 6.2 million pieces of team apparel in preparation for the game.

The survey of 8,076 respondents was carried out Jan. 5-19 by BigResearch for RAMA, a unit of the National Retail Federation, the retail industry's trade group.

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