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Mobile Activity During the Big Game

Posted Jan 21, 2020

Super Bowl LIV is coming up soon and football fans (and brands) are gearing up for the biggest sports event of the year and also one of the biggest moments in the year for the advertising industry. The game this year will be held on Sunday, February 2nd in Miami, FL.

Since mobile devices are a part of our everyday lives, AdColony was curious to see the part smartphones play during the big game. Mobile users were surveyed about their habits and preferences during Super Bowl Sunday and some of the results may surprise you! Read on for highlights from the survey. 

Highlights from the Study

Viewership Leans Older — 92% of viewers are 35 years old and older. The rise of streaming services and the swiftness of social media updates could be keeping younger audiences away from watching the game live.

Both Men & Women Enjoy the Show — The survey revealed an almost even split between male and female viewership.

Most Viewers Are Not Regular Football Fans — 45% of those who watch the big game say they are only watching for Super Bowl Sunday. 36% said they watch at least one football game a week.

TV is Still the Dominant Device But Preferences Are Shifting — 72% of respondents said they will watch the big game on their TV, which is a 15% drop since last year’s survey. Connected TV (13%) is the second-highest share and smartphones’ share (11%) has increased by 4% since last year.

Viewers Don’t Rewatch Ads — Although 13% are likely to rewatch ads they saw during the game, 53% find it somewhat unlikely, very unlikely, or absolutely not likely to look up an ad aired.

Multiple Devices Aren’t a Necessity — Although some will watch the show on several devices, 69% find it not important or not at all important to keep up with the game on multiple devices.

The Big Game Can’t Keep Viewers Off Their Phones — During the big game, viewers will also be on their mobile devices texting (29%), playing mobile games (28%), and browsing social media apps (27%).

Party Planning with Mobile Devices — For those hosting parties, mobile devices are primarily used for sharing or creating invites (19%), food delivery or catering (17%), and grocery shopping (15%).

Check out the infographic below for more great insights and to click to open it full size!

About the Study
This survey was distributed globally and garnered over 400 responses, with a large portion of participants in North America. It asked consumers ranging from 18 years old to over 75 about their behaviors, viewership frequency, and device usage related to the big game.

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