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Should you have used mobile to score a touchdown at the Super Bowl?

According to Nielsen, this year’s Super Bowl averaged 103.4 million TV viewers, but despite massive hype, this is a 7% loss in viewers from last year.

The fact is that TV is no longer a one-screen experience. Adobe insights found 47% of US internet users used a smartphone while watching TV, while 20% used a laptop and 14% a tablet.

While brands spent millions on their half-time Super Bowl ads, initial research shows little impact on consideration. Surveying agency, YouGov, compared brand consideration around the ads from early January to findings three days after the game. Five of the big ads saw statistically significant improvements in word-of-mouth buzz: the NFL, Avocados from Mexico, Skittles, T-Mobile and Bai. However, when it came to purchase consideration, none of them made a statistically significant gain.

This makes sense. Just after the Super Bowl game we surveyed over 2500 individuals, asking ‘Did you watch the Super Bowl half time ads?’. Respondents had the option to say Yes, No – I was on my phone / tablet, No – I was taking a comfort break or No – I wasn’t watching the Super Bowl.

Once removing those who didn’t watch the Super Bowl, 58% saw the half time ads on their TV. Tellingly, 27% were on their phone or tablet, and a further 15% took the opportunity to take a comfort break.

So, with over 40% of the surveyed audience uninterested in carefully created (and very expensive) TV spots, how can you ensure you reach the right audience?

LoopMe’s CEO, Stephen Upstone offers some tips: ‘Brands should ensure that their big Super Bowl activations are supported with cross-channel marketing to expand the reach of their TV buy, as this survey proves.’

‘Mobile is data-rich and a scalable solution, allowing brands to understand their consumers and create advertising which delivers measurable results beyond the immediate Super Bowl fan.’

LoopMe’s PurchaseLoop product moves the dial on brand metrics, using data and AI to optimize to brand awareness, consideration and purchase intent.