VB&P’S 5TH ANNUAL SUPER BOWL XLVIII SURVEY

JANUARY 2014

CONFIDENTIAL. For internal use only.

METHODOLOGY & APPROACHCONDUCTED ONLINE DECEMBER 7-11, 2013.

1,000-PERSON SAMPLE SIZE DEMOGRAPHICALLY WEIGHTED BY AGE, ETHNICITY, EMPLOYMENT STATUS, ETC. TO REPRESENT THE UNITED STATES’ GENERAL POPULATION.

RESPONDENTS WERE REQUIRED TO HAVE WATCHED AT LEAST SOME PART OF THE 2013 SUPER BOWL AND INTEND TO WATCH THE 2014 SUPER BOWL TO QUALIFY FOR THE SURVEY.

MAJORITY OF THE QUESTIONS WERE CLOSED RESPONSE AND MULTIPLE CHOICE.

IN THIS STUDY, MILLENNIALS ARE CLASSIFIED AS AGES 18-29.

CONFIDENTIAL. For internal use only.

KEY FINDINGSAMERICANS’ LOVE FOR SUPER BOWL ADS CONTINUES TO GROW:

• 70% WILL PAY ATTENTION TO ADS BEFORE THE GAME AND 45% WILL SEEK OUT ADS BEFORE KICKOFF (A 350% INCREASE SINCE 2010).

• POST-GAME, VIEWERS ARE AS LIKELY TO TALK ABOUT SUPER BOWL ADS AS THEY ARE PLAYS. MORE THAN HALF (52%) WILL REWATCH ADS AFTER THE GAME.

• VIEWERS ARE 105% MORE LIKELY TO “LIKE” ON FACEBOOK A BRAND THAT ADVERTISED IN THE GAME VS. A TEAM THAT PLAYED IN THE GAME.

HUMOR RULES:• 95% OF AMERICANS SAY HUMOR MAKES A SUPER BOWL AD MEMORABLE. • OF THE 33% OF AMERICANS (65% OF MILLENNIALS) WHO WOULD LIKELY USE A HASHTAG FROM A SUPER BOWL SPOT, 26% (53% OF MILLENNIALS) REPORTED THEY WOULD USE A HASHTAG IF WAS FUNNY OVER IF THEY LIKED THE BRAND (9%) OR COMMERCIAL (10%).

FACEBOOK REMAINS VITAL TO SUPER BOWL ADVERTISING:

• 41% OF AMERICANS AND 69% OF MILLENNIALS WILL BE ON FACEBOOK DURING THE GAME.

• OF THE 36% OF PEOPLE WHO WILL SHARE THEIR FAVORITE SUPER BOWL AD, 77% WILL DO SO VIA FACEBOOK AND 15% ON TWITTER.

• MILLENNIALS ARE MORE LIKELY TO SEEK OUT INFORMATION ON AN ADVERTISER VIA FACEBOOK THAN A BRAND SITE, AN OMEN FOR THE FUTURE.

• 36% OF AMERICANS SAY ENGAGING IN THE SOCIAL MEDIA CONVERSATION “ENHANCES” THEIR SUPER BOWL VIEWING EXPERIENCE. THIS NUMBER INCREASES TO 68% FOR MILLENNIALS.

BEFORE KICKOFF

CONFIDENTIAL. For internal use only.

AMERICANS INCREASINGLY ARE LOOKING FORWARD TO SUPER BOWL COMMERCIALSYES, I WANT TO WATCH THE SUPER BOWL WITH COMMERCIALS

50%

60%

70%

80%

90%

2011 2012 2013 2014

Avg AmericansMillennials

CONFIDENTIAL. For internal use only.

70% OF AMERICANS PAY ATTENTION TO WHO IS ADVERTISING BEFORE THE GAMEHOW LONG BEFORE THE SUPER BOWL DO YOU START PAYING ATTENTION TO WHO IS ADVERTISING?

30%

14%

20%

12%

14%

6%4%

More than 3 months before2-3 Months Before1 Month Before2 Weeks Before1 Week BeforeDay of GameI don’t pay attention before the game

CONFIDENTIAL. For internal use only.

WATCHING ADS PRE-GAME INCREASESALMOST HALF (45%) OF AMERICANS (61% OF MILLENNIALS) WILL SEEK OUT SUPER BOWL ADS PRIOR TO THE GAME IN 2014, A 350% INCREASE SINCE 2010.

YES, I WILL SEEK OUT ADS PRIOR TO THE GAME ONLINE

7

0%

17.5%

35%

52.5%

70%

2010 2011 2012 2013 2014

Avg AmericansMillennials

CONFIDENTIAL. For internal use only.

PR DRIVES CURIOSITY IN ADS PRE-GAMEWHAT MAKES YOU SEEK OUT ADS PRIOR TO THE SUPER BOWL?

0%

10%

20%

30%

40%

2013 2014

News About AdBrand InterestKnowing they are repeat advertisersKnowing a celebrity will appear

CONFIDENTIAL. For internal use only.

NEWS SOURCES ARE THE DESTINATION FOR SUPER BOWL ADSWHERE DO YOU SEEK OUT ADS PRIOR TO THE SUPER BOWL?

0%

17.5%

35%

52.5%

70%

2013 2014

Brand SitesFacebookYouTubeMedia/News Source

GAME TIME

CONFIDENTIAL. For internal use only.

SOCIAL MEDIA ENHANCES THE SUPER BOWL EXPERIENCE DOES FOLLOWING THE SOCIAL MEDIA CONVERSATION WHILE WATCHING THE SUPER BOWL ENHANCE YOUR VIEWING EXPERIENCE?

0%

17.5%

35%

52.5%

70%

18-29 yr oldsAvg Americans

CONFIDENTIAL. For internal use only.

IF YOU’RE GOING TO HAVE A HASHTAG, MAKE IT FUNNY 33% OF AMERICANS AND 64% OF MILLENNIALS WOULD USE A SUPER BOWL AD HASHTAG IN THEIR SOCIAL MEDIA COMMUNICATIONS.

WHAT WOULD MOST LIKELY MAKE YOU USE A BRAND’S HASHTAG?

0%

15%

30%

45%

60%

Funny Like Brand Like Commercial

18-29 yr oldsAvg Americans

CONFIDENTIAL. For internal use only.

TWO+ SCREEN VIEWING GROWS63% OF RESPONDENTS PLAN TO ENGAGE WITH SOME TYPE OF COMMUNICATION TOOL(S) WHILE WATCHING THE SUPER BOWL IN 2014 (VS. 54% IN 2013), CONTINUING AN ENORMOUS INCREASE IN DIGITAL ENGAGEMENT SINCE 2010.

2010 2011 2012 2013 2014 % Change2010-2014

INSTAGRAM N/A N/A 2% 5% 11% 450%

TWITTER 4% 4% 8% 15% 15% 275%

FACEBOOK 16% 22% 27% 37% 41% 156%

E-MAIL 15% 16% 20% 22% 26% 73%

TEXTING 20% 22% 30% 29% 41% 105%

SEARCH 10% 9% 12% 13% 20% 100%

CONFIDENTIAL. For internal use only.

MILLENNIAL MULTI-TASKING 94% OF MILLENNIALS WILL BE ENGAGED IN SOME SORT OF COMMUNICATIONS TOOLS WHILE WATCHING THE GAME.

2010(Millennials)

2011(Millennials)

2012(Millennials)

2013(Millennials)

2014(Millennials)

2014(Average)

INSTAGRAM N/A N/A 7% 13% 31% 11%

FACEBOOK 28% 41% 50% 62% 69% 41%

TEXTING 37% 44% 55% 52% 72% 41%

TWITTER 8% 11% 17% 35% 32% 15%

EMAIL 17% 19% 29% 26% 32% 26%

SEARCH 13% 13% 21% 18% 33% 20%

CONFIDENTIAL. For internal use only.

AMERICANS INCREASINGLY “LIKE” BRANDS MORE THAN TEAMSAMERICANS ARE 105% MORE LIKELY TO LIKE A BRAND OVER A TEAM THAT ADVERTISES DURING THE GAME. THIS IS A 95% INCREASE SINCE 2011.

15%

21.25%

27.5%

33.75%

40%

2011 2012 2013 2014

A brandA team

CONFIDENTIAL. For internal use only.

CONSUMER-GENERATED SPOTS MAY HAVE PEAKED LAST YEARDO YOU PREFER PROFESSIONALLY PRODUCED OR CONSUMER-GENERATED SUPER BOWL SPOTS?

0%

17.5%

35%

52.5%

70%

2011 2012 2013 2014

ProfessionalConsumer-generated

CONFIDENTIAL. For internal use only.

THE BATTLE OF THE SEXES

0%

12.5%

25%

37.5%

50%

WOMEN MEN

AnimalsMusic soundtrackAttractive woman/manSomeone getting hitMovie/film celebrityBabiesFamous athleteBodily functions

DESPITE THE DIFFERENCES, OVERALL, ANIMALS LEAD, WITH 34% OF AMERICANS SAYING IT MAKES A SPOT MEMORABLE COMPARED TO MUSIC (17%) OR AN ATTRACTIVE PERSON (15%).

CONFIDENTIAL. For internal use only.

SUPER BOWL ADS AND THE INFLUENCE ON PURCHASE I AM MORE INTERESTED IN BUYING A PRODUCT AFTER SEEING IT ADVERTISED DURING THE SUPER BOWL

0%

10%

20%

30%

40%

50%

Avg AmericansMillennial

POST-GAME DIGITAL WATER COOLER

CONFIDENTIAL. For internal use only.

ADS AND PLAYS EARN EQUAL CHATTER AFTER THE GAME WHAT ARE YOU MOST LIKELY TO DISCUSS THE MONDAY AFTER THE SUPER BOWL?

0%

10%

20%

30%

40%

2014

AdsBest PlaysHalf-time ShowWhat you did during the game

CONFIDENTIAL. For internal use only.

MORE THAN HALF OF AMERICANS WILL REWATCH SUPER BOWL ADSAFTER THE SUPER BOWL ENDS, WILL YOU REWATCH SUPER BOWL ADS ONLINE?

30%

38%

45%

53%

60%

2010 2011 2012 2013 2014

Yes

CONFIDENTIAL. For internal use only.

FACEBOOK DOMINATES SHARING WITH WHICH SOCIAL NETWORK ARE YOU MOST LIKELY TO SHARE YOUR FAVORITE SUPER BOWL AD?

0%

20%

40%

60%

80%

Facebook Twitter

CONFIDENTIAL. For internal use only.

MILLENNIALS LOOK TO FACEBOOK FOR INFORMATION AS MUCH AS ON A BRAND’S SITE IF YOU LIKE A BRAND THAT ADVERTISED IN THE SUPER BOWL, WHERE WILL YOU GO TO SEEK OUT INFORMATION ABOUT IT DURING OR AFTER THE GAME?

0%

17.5%

35%

52.5%

70%

Millennials Avg Americans

FacebookBrand SiteYouTubeTwitter

THE SUPER BOWL HANGOVER

CONFIDENTIAL. For internal use only.

POSTING UNDER THE INFLUENCE

WILL TWEET ABOUT THE SUPER BOWL

WILL POST ON FACEBOOK ABOUT THE SUPER BOWL

0%

10%

20%

30%

Likely-to-be-hungoverNon-hungover

Avg Americans

0%

10%

20%

30%

40%

50%

Avg Americans

29% OF SURVEY PARTICIPANTS ADMITTED THEY ARE LIKELY TO BE HUNGOVER THE MONDAY AFTER THE SUPER BOWL.

CONFIDENTIAL. For internal use only.

INTOXICATED BUYING POWER 15% OF VIEWERS INTEND TO PURCHASE SOMETHING DURING THE SUPER BOWL; OF THAT, HEAVY DRINKERS (47%) ARE ALMOST EIGHT TIMES AS LIKELY TO BUY A PRODUCT WHILE WATCHING THE SUPER BOWL VS. NON-DRINKERS (6%).

0%

10%

20%

30%

40%

50%

Likely to be hungoverNot likely to be hungover

Avg American

YES, I THINK I WILL BUY SOMETHING WHILE WATCHING THE SUPER BOWL

CONFIDENTIAL. For internal use only.

WANT TO LEARN MORE? FOR MORE INFORMATION ON THE STUDY, OR TO SCHEDULE AN INTERVIEW WITH LUCY FAREY-JONES, PARTNER AND EXECUTIVE STRATEGY DIRECTOR, PLEASE CONTACT MEREDITH VELLINES AT MEREDITH.VELLINES@VENABLESBELL.COM.

THANK YOU