I will admit, I am not overly interested in the Super Bowl, or football. I am married to a Giants fan, but to me, it's just something on TV. Now, with all that social media has to offer, we are getting a sneak-peek of many of the commercials that will air this year during the big game. Toyota came out with a really edgy ad about the redesigned Camry (the 'reinvented DMV' part is the highlight for me), while Honda didn't just reinvent the Honda CRV, they revived Ferris Bueller for their Super Bowl spot this year, for which they made a longer version mini-film (shown here).
As you can see, my interest in television on Sunday has nothing to do with the Patriots and the Giants... but more the ads. That got me wondering about how many others might feel the same way, so I polled my fellow marketers here at SIGMA.
Here are some of my findings:
Which sport was favored by SIGMA employees as the one they prefer to watch on TV?
- 40% of SIGMA survey respondents chose Football as their favorite sport.
- Baseball was the 2nd most favored sport among SIGMA employees, at 12.7%.
- Surprisingly, and disappointingly, there are very few employees here who favor the excitement of NASCAR as their favorite sport to watch on TV. (Go, Tony Stewart!)
- The biggest observation I made from this question is that I am actually pretty ignorant about sports. The "Other" category at 21.8% included basketball and hockey, which I completely left out of the survey - to those sports fans, I apologize.
Next, I asked which team SIGMA employees would be rooting for. While there are only two teams playing, I thought it appropriate to include the Ads, as they are a huge draw.
Here is how my peers responded:
- Not surprisingly being located in New York, a little more than 41% pledged their allegiance to the Giants.
- Over 29% said they are only watching for the commercials.
- Only 19% said they would cheer for the Patriots - and that's 10% less than those who only wanted to see the commercials!
- There are always a few... 12% said they will not be watching the Superbowl this year.
The number of respondents by gender was almost split down the middle, with 51.7% male and 48.3% female survey responses submitted.
And my favorite part of the survey was asking respondents to write one sentence in 10 words or less describing their view of the 2012 Super Bowl. Here were some of the responses by functional group (and my commentary).
Sales & Marketing:
"Who's playing...at half time, and which ads will run?" (The voice of a true marketer.)
"Why is Tom Coughlin's face so red?" (I'm so much not a football fan, that I don't even know who that is.)
Information Technology & Application Development:
"Ten words is impossible." (One of my favorite responses and perhaps from a programmer who writes in a whole other language.)
"The Super Bowl is about more than just football." (Oh, I completely agree, it's about advertising all the way!)
Marketing Analytics Group
"How special when so much is made of so little." (That's how I felt about the half-time show last year... it was awful.)
"An entertaining option for a Sunday evening." (This has yet to be proven, I would have to say.)
"Hope I win the pool!" (Yes, and good luck to you!)
"An opportunity for a great party to see all our friends with the TV on in the background." (Amen to that!)
"Who's playing?" (If I wasn't married to a Giants fan, this would have been my answer as well...)
"Marketers win with two big team names." (At the end of the day, isn't that what it's all about?)
This was a fun exercise for me, and while I'm not one of those genius marketing analysts down the hall from me, I got a glimpse of what it was like to peek into data and made some general observations. If had enlisted one of our marketing analysts, we could have come up with some actionable insights that any marketer would love... but this was just for fun.
Personally, I will probably sit with my husband and watch the game, though what I'll really be doing is more than likely some social networking on my iPad, and look up for the commercials... As for me... my Super Bowl is later this month. You might have heard of it... the Daytona 500. I'll be there wearing my Tony Stewart - Office Depot, gear breathing in the car fumes, and loving every minute of it!
For all of you, I say enjoy your Super Bowl... whatever that may be.
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