And while brands have been aggressively deploying influencers across social media in recent years, Super Bowl viewers don’t have much taste for them appearing in Big Game ads, with only 20% of respondents favoring such casting—although influencers drew 40% support from Gen Zers.
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Also, the Super Bowl may not lead to the sales bump brands are banking on—just 15% of those surveyed said they are more likely to purchase from a brand if it airs a Super Bowl ad, though this increased to 27% for Gen Zers and 20% for millennials.
The survey (above) ran from Jan. 12 to Jan. 17, with over 1,800 respondents across generations. The goal was to find out what kind of tone and content viewers want to see in the ads, how they feel about the halftime show and how they’ll be tuning in to the Big Game. Respondents could choose multiple tones and casting decisions they want to see reflected in this year’s ads. The poll defined Gen Z as those ages 18 to 27 years old, millennials as 28 to 42, Gen X as 43 to 58 and Boomers as 59 to 77.