TORONTO – Over half of those who watched Super Bowl LI this past Sunday (53%) said they mostly or exclusively watched the Canadian feed on channels like CTV and TSN while 33% said they mostly or exclusively watched the U.S. feed on a FOX station.
Another 8% said ‘half-and-half’ suggesting they flipped back and forth (the rest, 6%, followed the game but not via conventional TV). This is according to the Sports Marketing Report, an independent, syndicated audience survey done during and after major sporting events by Toronto’s Solutions Research Group.
It’s also worth noting that less than half of Canadians – 48% – reported they followed Super Bowl LI “closely or very closely,” according to the research.
When it came to recalling a sponsors or advertiser, 47% of those who followed the game named Budweiser (pictured) on an unaided basis, “significantly above SRG’s norms for unaided advertiser awareness for major sporting events,” says the report (Ed note: It likely helped that Budweiser’s new ad aired on both Fox and the Bell Media TV stations). Rounding out the top 15 advertisers mentioned next to Budweiser were, in order: Pepsi, Coca-Cola, McDonalds, T-Mobile, Alfa Romeo, Audi, Ford, Mr. Clean, Kia, Snickers, Hyundai, Airbnb, Intel and Mercedes.
Among other notable findings of the research:
A record 83 brands/advertisers were mentioned by viewers on an unaided basis when viewers were asked what ads or brands they remember from the broadcast, confirming the unique power of the Super Bowl as a promotional/advertising vehicle on TV.
Viewers watching the U.S. feed of the broadcast could recall more ads: half of viewers (50%) watching the U.S. feed mentioned three or more ads vs. 31% of those watching primarily the Canadian feed.
Looking at the composition of those who followed the Super Bowl very or somewhat closely, 58% were male and 42% were female and there was a good cross section by age groups: 33% were 18-34, 31% were 35-49 and 35% were 50+.
This release is part of a series of reports under SRG’s Sports Marketing Report banner. Super Bowl LI results are based on post-event interviews with 300 respondents 18+ in English-speaking Canada, with results potentially accurate to plus or minus 5.6 points. Sports Marketing Report is not affiliated with any sports organization or sponsor.
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