Super Sunday Offers Cross-Screen Opportunities to Target Hispanic Consumers [INSIGHT & INFOGRAPHIC]

YuMe, Inc. announced the results of two online surveys focused on how viewers engage with The Big Game. The first survey specifically gauged how U.S. Hispanics planned to watch The Big Game, while the second survey of U.S. residents was conducted via a live online poll during game-time. Both surveys found that the way respondents watch the game is shifting to become truly multi-screen.

According to the U.S. Hispanic survey, 37% of respondents planned to watch the game on more screens than last year. The survey also found that Hispanic viewers were excited about the game’s other major attraction: the ads. 79% of respondents cited advertisements as a major draw, with 34% planning to re-watch ads after the game on their smartphone.

The U.S. live survey found that the majority of respondents watched The Big Game at home this year, with 28% purchasing new equipment to watch the game. 67% of respondents believe that game-time ads ignite brand awareness and 26% looked up a product advertised during The Big Game on their smartphone.

U.S. Hispanic Poll Key Findings:

    Ad activity:

•         79% looked forward to the ads during the game
•         45% intended to look up a product advertised during the game on their smartphone
•         34% intended to re-watch an ad seen during the game on their smartphone

    Actions likely to do on their smartphone while watching:

•         45% intended to follow players and/or teams on their smartphone
•         35% intended to download a Big Game related app on their smartphone

    How respondents planned to watch:

•         29% planned to purchase new electronic equipment for the game
•         27% planned to stream live on a smart TV, 15% smartphone, 14% tablet

U.S. Live Poll Key Findings:

    Ad activity:

•         77% look forward to the ads during The Big Game
•         67% believe Big Game ads help make them aware of advertiser brands
•         52% planned to share any interesting ads that they saw during The Big Game

    Actions on smartphone while watching:

•         35% posted on social media during The Big Game on their smartphone
•         26% looked up a product advertised during The Big Game on their smartphone
•         20% downloaded a Big Game related app on their smartphone

    How respondents watched:

•         79% watched The Big Game at home
•         33% watched The Big Game on more screens than last year
•         28% purchased new electronic equipment for the game
•         21% streamed live on a smart TV, 13% on smartphone and 12% tablet

Key Takeaways for Brand Advertisers:

•     During the game, attention isn’t just on the TV – consumers are engaging across multiple devices; therefore, advertisers should deploy multi-screen marketing strategies.
•     Nearly eight out of ten respondents in each survey were looking forward to ads during game time; therefore, advertisers should take advantage of this level of receptivity and anticipation.
•     The use of multiple devices means marketers that are trying to reach diverse audiences can take advantage of the advertising opportunities surrounding the game, particularly on smartphones.

“Both of our surveys show that audiences are eager to engage with a variety of content during one of the most popular sporting events in the world,” says Paul Neto, Director of Research, YuMe. “Brand advertisers should take full advantage of this tremendous opportunity to reach audiences across all screens.”