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BizReport : Research : February 08, 2008
comScore: Post-game ad-watching analysis
A comScore survey of U.S. Internet users who watched the Super Bowl shows that the Internet now plays a big part on game day.
According to comScore’s latest Super Bowl ad analysis, one in eight game watchers watched Super Bowl ads on the Internet.
Thirteen percent of the 1,139 U.S. Internet users surveyed said they had watched a Super Bowl ad online after the game had finished. Another 13 percent claimed to have visited an advertiser’s website after the game.
The most-visited advertiser websites were GoDaddy.com, Coca Cola and Pepsi.
“There seems to be a greater inclination to access advertisers’ content online, which highlights the increasing importance of a cross-media advertising strategy," said Andrew Lipsman, senior analyst at comScore, via eMarketer.
Ads aren't the only reason that respondents used the Internet during the game. Some, 11 percent, kept tabs on stats and stories related to the game, and 3 percent went online to place bets.
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