Nearly half of Super BowlXLVI viewers will check their mobile device as many as 10 times during the game, and almost a third of viewers under age 45 will watch the game “with device in hand.”
More than 80% of viewers say they’ll use their mobile device during the game at least as much as they did during last year’s Super Bowl.
That’s all according to a recent survey by research firm Harris Interactive. The study was commissioned by the mobile marketing company Velti, and shows that fans are increasingly reaching beyond just their in-person friends and the game broadcast itself for Super Bowl updates and interaction.
The survey also reinforces the potential that mobile brings for innovative advertisers — and the possible drawbacks of shelling out $3.5 million for a 30-second commercial break slot. Just 13% of poll respondents who plan to use their mobile device said they will do so during actual game action. That means they’ll likely be pecking away for stats, Facebook, or Twitter updates during the valuable commercial broadcast time.
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