22% of mobile owners used their device during the Super Bowl to watch a TV ad again, while 17% searched for more information about a product they saw advertised, according to a February 2012 survey from InMobi. Users performed a number of other activities directly related to the game or commercials, including downloading a Super Bowl application (27%), discussing the game (23%), and discussing commercials (16%). Read More »

73% of Super Bowl viewers say they look at Super Bowl TV commercials as entertainment, by far the leading opinion cited by respondents to an NRF survey conducted by BIGinsight, released in January 2012. The proportion of viewers who say that advertisers should save their money and pass the savings on to them (18.5%) is roughly matched by those who say the ads make them aware of advertiser brands (16.9%). Similarly, although 8.9% complain that the commercials make the game last too long, a similar proportion report that they influence them to buy products from the advertisers (8.4%). Read More »

National TV sports generated $10.9 billion in advertising expenditure last year, representing 6% growth from $10.3 billion the year prior, according to a Nielsen report released in January 2012. Measuring ad spend during sporting events on network and cable TV from Q4 2010 through Q3 2011, Nielsen found that cable has an increasing share of those ad dollars, growing 37.3% year-over-year. Read More »

Brick-and-mortar shopping conversion remained relatively stable for the week ending December 26, with 67.9% of shoppers engaged in the shopping experience and making a purchase, representing a slight decrease from 68.1% the previous week, but a marginal increase over the week ending December 12 (67.3%) and the week ending December 5 (66.9%), according to figures from the NPD Group. Read More »

Sports telecasts made up 9 of the top 10 single telecasts of the year, according to December 2011 data from Nielsen. Super Bowl XLV between the Green Bay Packers and Pittsburgh Steelers was the top individual telecast of 2011 with 111 million viewers, making it the most-watched telecast of all time. Other Super Bowl telecasts, the Kickoff and Post Game shows, each drew over 65 million viewers, taking the second and third rankings, respectively.

The Academy Awards (38 million) was the only non-football telecast to break the top 10, at number 9. Read More »

After 2 years of improvement, customer satisfaction with apparel companies has fallen in 2011, according to the American Customer Satisfaction Index (ACSI). The index for apparel companies in November 2011 dropped 3.6% year-over-year, down from 83 to 80 on ACSI’s 100-point scale. A 4.8% downturn for the aggregate of the smaller companies studied was responsible for the majority of the decline, although just one of the 5 largest manufacturers, Hanesbrands, experienced an increase, rising 1.2% from a score of 81 to 82. V.F. Corporation retained the industry lead, despite registering a 2.4% drop to a score of 83, while at the bottom of the industry, Jones Group fell 2.5% to 79 to tie Liz Claiborne (unchanged) and the aggregate of smaller brands. Satisfaction with Jones has fallen each of the past 3 years after reaching an all-time high of 84 in 2008. Read More »

America’s most successful and influential business leaders are not yet replacing traditional media with digital, although the latter is on the rise, according to a survey from Ipsos MediaCT released in October 2011. Results from the Business Elite USA survey reveal that 87% of this group still utilize print, and 82% TV on a daily basis. Among daily publication titles, the Wall Street Journal dominates in average issue readership (AIR), at 46.3%. This is 60% more than the second-ranking daily publication, USA Today, which claims an AIR of 29%. The only other daily publication to score an AIR in double digits is the New York Times (18.9%).
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TV shows that viewers tend to watch live, rather than play back days later, command a premium for marketers, according to survey results released in October 2011 by Advertising Age. Results from the survey, which measures the costs of running a 30-second commercial in prime time, indicate that NBC’s “Sunday Night Football” now challenges Fox’s “American Idol” as the most expensive program for advertisers. Read More »

The Philadelphia Phillies garnered the top local TV ratings in 2011 of all Major League Baseball teams, according to October 2011 data from The Nielsen Company. This season, nearly one-10th of Philadelphia households, the most of any market, tuned in during regular season, locally televised Phillies games.

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Almost two thirds of US adults say they currently watch NFL football (64%), including almost three quarters of men (73%) and more than half of women (55%), according to Adweek/Harris Poll results released in October 2011. Regionally, adults in the Midwest (69%) are 23% more likely than adults in the West (56%) to watch football.
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