Last year TV commercials for Doritos during the big game helped PepsiCo’s tortilla-chip brand achieve the highest net improvement score of any Super Bowl advertiser, while GoDaddy.com’s ads did the most damage, according to surveys from comScore’s annual Super Bowl research, which included both pre- and post-game surveys, measured various aspects of media use and ad preference during the big game.
Game Day Mobile Usage
Last year the internet played an important role in the Super Bowl Sunday festivities, with two-thirds of those who watched the game indicating that they went online at some point during game day. Approximately 41% of respondents say they used the internet during the actual game and 30% used their mobile phones for texting and browsing. 9% of respondents said they voted for the Super Bowl MVP via text messaging.
With the increase of smart phone penetration year over year we expect the mobile participation percentages to increase as well.
This Sunday — SUPER BOWL SUNDAY — four research firms are doing the first ever mobile ethnographic study of Super Bowl watchers. And they are using SurveySwipe to do it.
How to Participate
- Download the SurveySwipe mobile App. If you’ve already downloaded the app, you don’t have to download it again, just be sure to update the app if and when it gives you the option.
- iPhone users will get a push notice after half time.
- Respond to the surveys that will test ad recall as well as ask you to take pictures of your location and the brand you’re interacting with.
Participate in your Super Bowl !