Majority of U.S. Adults Watch Super Bowl for the Ads

Majority of U.S. Adults Watch Super Bowl for the Ads

* Hanon McKendry poll shows more than half of U.S. adults watching the Super Bowl (56%) will be doing so as much or more for the commercials as for the game

GRAND RAPIDS, Mich., Feb. 2 /PRNewswire/ -- A new survey commissioned by Hanon McKendry/The Brand Consultants and conducted by Harris Interactive Inc. shows that more than half of U.S. adults (56%) watching the Super Bowl on Sunday will be doing so as much or more for the commercials as for the game itself.

The survey, which is aimed to quantify the appeal of Super Bowl commercials, indicates that 20% of viewers will be watching the game mainly for the commercials, while 37% said they watch equally for the commercials and the game itself. Hanon McKendry/The Brand Consultants' survey confirms the game's enduring draw, finding that more than two-thirds of U.S. adults (70%) plan to watch Super Bowl XLI.

"The new data show that Super Bowl advertising is increasingly vying for supremacy with the game itself," said Bill McKendry, Founder/Chief Creative Officer for Hanon McKendry/The Brand Consultants. "Our survey confirms that the Super Bowl is as much or more a 'must-see' media event as it is a sporting event."

With capitalized billings of over $50 million posted last year, Hanon McKendry/The Brand Consultants is a leading Midwest-based advertising agency/branding firm. The firm's recent work includes a Rayovac Batteries campaign featuring Brett Favre, which is scheduled to air during Sunday's Super Bowl in targeted markets nationwide.

Hanon McKendry/The Brand Consultants' new survey sheds additional light on the preferences of America's Super Bowl audience. Among the findings:

* The game ads are more likely to appeal to younger viewers: 61 percent
of viewers ages 18 to 34 watch as much or more for the commercials,
versus 48 percent for viewers ages 55 and older.
* Women said they are more likely than men to watch the Super Bowl for the
ads: Among those who plan to watch the game, more than 10% more women
(27%) than men (13%) plan to watch exclusively or predominantly for the
commercials.

For more information regarding the survey, please call Lambert, Edwards &
Associates at (616) 233-0500.

About the Survey

This survey was conducted online by Harris Interactive on behalf of Hanon McKendry/The Brand Consultants between January 29 and January 31, 2007 among 2,583 U.S. adults 18 years of age or older. Figures for region, age within gender, education, household income and race/ethnicity were weighted where necessary to bring them into line with their actual proportions in the population. Propensity score weighting was also used to adjust for respondents' propensity to be online.

With a pure probability sample of 2,583 adults one could say with a ninety-five percent probability that the overall results have a sampling error of 3 percentage points. However that does not take other sources of error into account. This online survey is not based on a probability sample and therefore no theoretical sampling error can be calculated.

About Hanon McKendry/The Brand Consultants

Hanon McKendry/The Brand Consultants is a Midwest advertising, marketing and brand-consulting firm that works with both corporate and nonprofit clients. The firm has worked extensively on many high-profile assignments for its roster of corporate clients, which includes Rubbermaid Home Products, Rayovac Batteries, Furniture Row Shopping Centers, Target Stores, Consumers Energy and Zondervan. Hanon McKendry/The Brand Consultants has also received national recognition for its cause and issue-based campaigns for clients such as The Alliance Defense Fund, Salvation Army, the National Arbor Day Foundation, World Vision, Focus on the Family and the Gerald R. Ford Presidential Library and Museum.

About Harris Interactive

Harris Interactive Inc. (www.harrisinteractive.com), based in Rochester, New York, is the 13th largest and the fastest-growing market research firm in the world, most widely known for The Harris Poll(R) and for its pioneering leadership in the online market research industry. Long recognized by its clients for delivering insights that enable confident business decisions, the Company blends the science of innovative research with the art of strategic consulting to deliver knowledge that leads to measurable and enduring value. Harris Interactive serves clients worldwide through its United States, Europe (www.harrisinteractive.com/europe) and Asia offices, its wholly-owned subsidiary Novatris in Paris, France (www.novatris.com), and through an independent global network of affiliate market research companies.

Source: Hanon McKendry/The Brand Consultants

CONTACT: Lambert, Edwards & Associates at +1-616-233-0500

Web site: http://www.harrisinteractive.com/
http://www.harrisinteractive.com/europe
http://www.novatris.com/

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