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MUMBAI:
US media research company Nielsen has released its annual
guide to the Super Bowl that showcases a wide range of consumer
and media information about the most notable marketing event
in the U.S. - the NFL Super Bowl.
This
year, the event takes place on 3 February 2008.
As
usual, the 2007 Super Bowl was the highest-rated TV show in
the US for the year attracting more than 93 million TV viewers.
Super Bowl 2007 advertisers saw a collective 50 per cent increase
in web traffic the day after the big game, from 8.5 million
unique visitors on Super Bowl Sunday to 12.7 million unique
visitors on Monday. Budweiser brands generated the most online
buzz.
The
cost for a 30-second commercial during the 2007 game was $2.38
million down from $2.5 million in 2006. Total spending for
the 2007 game reached over $161.8 million. In 2007, Anheuser-Busch
aired the most commercial time, while Cadillac had the most
sponsorship air-time.
Halftime and pre-game performances have provided sales growth
for music artists since the early 1990s. After last year's
Super Bowl halftime, Billboard reported that Prince's album
sales more than doubled.
Box-office
sales continue to be lower on Super Bowl Sunday versus typical
Sundays in the winter months. The top-selling Super Bowl-related
DVD since 2000 is Super Bowl XXXVIII featuring the
Patriots and the Panthers.
During the Super Bowl period, snack food had the largest incremental
increase in total sales and alcoholic beverage coolers had
the largest percentage increase. People in wealthy homes,
which generally have more than a $100,000 income, are almost
three times more likely to watch the Super Bowl as people
in homes with less than $30,000 in annual income.
NY
Giants fans are more than twice as likely as New York fans
to have bought sporting event tickets online within the past
year. 15 per cent of Bostons Patriots fans belong to a household
with an annual income of $150k or more.
In 2007, an average of 93.1 million Americans tuned in to
the CBS Network to watch the Indianapolis Colts beat the Chicago
Bears. The event averaged a 42.6 per cent household rating,
up from the 2006 match between the Pittsburgh
Steelers and Seattle Seahawks, which was watched by 90.7 million
viewers and an average of 41.6 per cent of US homes.
The most-watched Super Bowl of all time was in 1982 with a
49.1 per cent rating, which also happened to be the fourth-highest
rated television programme since 1961 just behind the final
episodes of M*A*S*H, Dallas and Roots Part
VIII. Of the top-40 sports telecasts since January 1961,
all but four telecasts were Super Bowls.
As
expected, men watched the 2007 Super Bowl the most (41.1 per
cent rating, or 43.2 million viewers), yet a significant number
of women, Hispanics and African Americans also tuned in to
the televised game. Approximately 36.4 million women over
the age of 18 watched the 2007 Super Bowl for a 32.2 per cent
average rating. Among women viewers, those age 25-54 had the
highest interest, with a 32.9 per cent average rating. An
average of 28.5 per cent of African Americans (approximately
10.1 million viewers) and an average of 15.5 per cent of Hispanics
(appr 6.2 million viewers) tuned in to Super Bowl XLI.
In 2007, the advertiser to see the biggest jump in traffic
was FedEx, whose web site was below reporting cutoff on Super
Bowl Sunday and grew to 1.1 million on Monday. Other advertisers
to benefit online from their TV ad campaigns were CareerBuilder
Network, Blockbuster, Hewlett Packard and CBS Sportsline.
For football fans, the web has become an increasingly important
part of pre-game preparations. In the week ending 4 February
2007, Superbowl.com drew 2.9 million unique visitors, a 24
per cent increase over Super Bowl week in 2006. NFL.com attracted
2.3 million unique visitors that week, increasing 17 per cent
over the previous year. The NFL Team sites had a weekly unique
audience of 2.2 million, growing 13 per cent year over year.
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