AdColony — The Big Game Survey — Q1 2017
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As millions of people across the United States prepare for Super Bowl VI this Sunday, so advertisers are ramping up. Whether they are finalizing their cross-screen campaigns to supplement their television buy or otherwise looking for additional ways to engage with viewers, there’s one important question: where will consumer eyes truly be during the game? To answer, we surveyed over 900 consumers across the AdColony platform to understand both their interest in the game and what they’ll be doing Sunday afternoon. Check out the results!
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AdColony — The Big Game Survey — Q1 2017
- 1. The Big Game Mobile Usage & Engagement Survey
- 2. 2 Majority of Both Genders Tuning In Source: AdColony Q1 2017 Consumer Survey 72% 88% Women Men
- 3. 3 Gen X & Baby Boomers Most Likely to Tune In Source: AdColony Q1 2017 Consumer Survey Centennials Millennials Gen X Baby Boomers Silent Generation 73% 83% 78% 72% 62%
- 4. 4 Majority Watch on Multiple Screens Source: AdColony Q1 2017 Consumer Survey 10% 56% Not Watching on TV Watching on Multiple Screens
- 5. 5 Mid-Game Mobile Multitasking Source: AdColony Q1 2017 Consumer Survey 36% 2% 3% 6% 14% 16% 23% Games Social Media News & Sports News Communication Music Fantasy Sports Other Where Time Will Be Spent Anticipated time spent in-app during the Big Game
- 6. 6 Mobile Behavior Heat Map By Age Source: AdColony Q1 2017 Consumer Survey News & Sports Fantasy Sports Messaging Social Media Games Music Millennials 17% 2% 4% 23% 25% 0% Gen X 19% 3% 7% 24% 16% 3% Boomers 13% 1% 6% 9% 26% 3% Silent Gen 12% 1% 4% 6% 29% 1% Nearly every age group will be most engaged with mobile games during the Big Game
- 7. 7 Likelihood of Searching for Television Ads After They Air Source: AdColony Q1 2017 Consumer Survey 20% 26% 10% 10% 19% 10% 5% Absolutely Very Likely Somewhat Likely Neutral Somewhat Unlikely Very Unlikely Absolutely Not Don’t count on organic: It takes more than great creative to generate additional views
- 8. 8 Interest in Searching for Ads by Age Source: AdColony Q1 2017 Consumer Survey Centennials Millennials Gen X Baby Boomers Silent Generation Most Likely Least Likely • 26% of Centennials are at least somewhat likely to search for an ad they see during the game, but 58% are unlikely. • 46% of Millennials are likely to search for an ad after the game, but 50% are unlikely. • 36% of Generation X is likely to search for an ad, and 53% is unlikely. • Only 28% of Baby Boomers are likely to search for an ad, and 62% are unlikely. • Just 27% of the Silent Generation is likely to search for an ad, and 64% are unlikely.
- 9. 9 End Notes • A total of 933 participants completed this survey. • 54% of participants identified as female, 41% identified as male, 1% identified as other, and 4% declined to state their gender. • Participants were recruited via the AdColony platform, which has a monthly reach of over 1 billion users. • Responses were collected between January 10, 2017 and January 18, 2017. About the Survey About AdColony AdColony is a leading mobile advertising platform dedicated to delivering authentic brand experiences across today’s primetime apps and sites. Our proprietary Instant-Play™ technology & innovative ad formats elevate the mobile ad experience, making us a leader in mobile marketing and monetization. Trusted by Fortune 500 brands and 85% of the top grossing mobile publishers, AdColony provides a superior way to reach mobile audiences at scale and drive meaningful outcomes for advertisers and publishers alike.
- 10. Thank you!