Super Bowl viewing set to move to mobile


Details

Michelle Clancy

| 07 February 2016




When it comes to the Super Bowl, top advertisers experienced slight stock increase following last year’s Super Bowl – outperforming the S&P by 2%.



That’s the word from Adobe Digital Index’s latest survey on how people plan to watch the big game. It also found that sports-specific viewing for TV everywhere is up 80% year-on-year; in 2015, over one in three online video starts for sporting events were from mobile devices. Accordingly, Millennials plan to view at least part of the Super Bowl on smartphones or tablets, 3.5 times more than those aged 35+.

“TV viewership is becoming multiscreen,” said Tamara Gaffney, principal analyst at ADI. “We are entering a new frontier for online video, where viewing is led by mobile and growth in TV everywhere.

“While consumer eyeballs are quickly turning to mobile, media companies have struggled with monetising the channel. 2015 TV and web/mobile ads were sold separately, and, in 2016, they will be combined. I think we’ll see more publishers and media brands, in general, selling advertising this way.”

When it comes to social mentions, the Denver Broncos picked up the most buzz on the conference Championship Day; Beyoncé is dominating social conversations about the halftime show with 50% of the mentions. Women are more active on social media during the game, and are nearly two times more likely to share thoughts about the game on social channels.

In all, a full 87% of respondents plan on watching the Super Bowl, which is more than double the World Series and 2.5 times more than the Rio Olympics.

Viewership promises to be record-setting judging by the ratings for the NFL Championship Games in January: the AFC title game, with the Denver Broncos prevailing in a close game over the New England Patriots, brought in 53.3 million viewers on CBS. The NFC game, on FOX, saw the Carolina Panthers blow out Arizona Cardinals for the NFC title, with 45.7 million watching.