Nielsen Company's 2008 Guide to the Super Bowl 1/24/08
Click here for Super Bowl 2008 Tickets
NEW YORK, Jan. 24 /PRNewswire/ -- The Nielsen Company today released
its annual Guide to the Super Bowl which showcases a wide range of
consumer and media information about the most notable marketing event in
the U.S. -- the NFL's Super Bowl -- scheduled for February 3 in Glendale,
Among the key findings from Nielsen:
-- TELEVISION: As usual, the 2007 Super Bowl was the highest rated TV
show in the U.S. for the year attracting more than 93 million TV viewers.
-- ONLINE: Super Bowl 2007 advertisers saw a collective 50% 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 ADVERTISERS: 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
-- MUSIC: Halftime and pre-game performances have provided sales growth
for music artists since the early '90s. After last year's Super Bowl
halftime, Billboard reported that Prince's album sales more than doubled.
-- BOX OFFICE AND DVD SALES: Box Office sales continue to be lower on
Super Bowl Sunday vs. 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.
-- SHOPPING TRENDS: During the Super Bowl period, snack food had the
largest incremental increase in total sales and alcoholic beverage coolers
had the largest percentage increase.
-- DEMOGRAPHICS OF FOOTBALL FANS: 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
adults to have bought sporting event tickets online within the past year.
15% of Boston's 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% household rating, up from the 2006 match-up between the
Pittsburgh Steelers and the Seattle Seahawks, which was watched by 90.7
million viewers and an average of 41.6% of U.S. homes.
The most-watched Super Bowl of all time was in 1982 with a 49.1%
rating, which also happened to be the fourth-highest rated television
program 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.
In local markets, the highest overall local rating in 2007 - at nearly
56% -- was in Indianapolis, IN., home of Super Bowl XLI champions, the
Indianapolis Colts. The second largest local TV audience, with an average
of 50.4%, Orlando-Daytona Beach, while Chicago, home of the Bears, ranked
third with an average of 50.2%. Kansas City, Minneapolis and Milwaukee
followed respectively as the next three markets with the largest Super
Bowl audiences (see Table 1).
Table 1: Television Ratings
2007 - CBS - 93.1 million
2006 - ABC - 90.7 million
2005 - FOX - 86.1 million
2004 - CBS - 89.8 million
2003 - ABC - 88.6 million
2002 - FOX - 86.8 million
2001 - CBS - 84.3 million
Program After the Game (average
viewers in millions)
2007 - Criminal Minds (26.1)
2006 - Grey's Anatomy (21.0)
2005 - The Simpsons (23.1)
2004 - Survivor All-Star (33.5)
2003 - Alias (17.4)
2002 - Malcolm in the Middle
2001 - Survivor II (45.4)
Top-10 Local Market Average
Household Ratings - 2006
1. Indianapolis 55.5%
2. Orlando-Daytona Bch 50.4%
3. Chicago. 50.2%
4. Kansas City 49.6%
5. Minneapolis-St. Paul 49.2%
6. Milwaukee 48.8%
7. Nashville 48.7%
8. Dayton 48.5%
9. Jacksonville 47.7%
10. Tampa-St. Pete 47.6%
Source: Nielsen Media Research
As expected, men watched the 2007 Super Bowl the most (41.1% rating, or
43.2 million viewers), yet a significant number of women, Hispanics and
African Americans also tuned into the televised game. Approximately 36.4
million women over the age of 18 watched the 2007 Super Bowl for a 32.2%
average rating. Among women viewers, those age 25-54 had the highest
interest, with a 32.9% average rating. An average of 28.5% of African
Americans (appr 10.1 million viewers), and an average of 15.5% of
Hispanics (appr 6.2 million viewers) tuned into Super Bowl XLI.
Last year, Super Bowl advertisers saw a collective 50 percent increase
in Web traffic on the day after the big game, from 8.5 million unique
visitors on Super Bowl Sunday to 12.7 million unique visitors on Monday
(see Table 2). The 2007 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.
Table 2: Web Traffic Growth for Super Bowl Advertisers (U.S., Home and
Audience (000) Audience (000)
Web Site Sunday 2/4/07 Monday
2/5/07 Daily Growth
Roll Up of All Advertisers
8,495 12,738 50%
FedEx ** 1,057 NA
CareerBuilder Network 739 1,844
BLOCKBUSTER 462 791 71%
Hewlett Packard 889 1,465 65%
CBS Sportsline.com 853 1,257
Source: Nielsen Online, NetView
** These Web sites have insufficient sample sizes for reliable
projection of audience size.
For football fans, the Web has become an increasingly important part of
pre-game preparations. In the week ending February 4, 2007, Superbowl.com
drew 2.9 million unique visitors, a 24 percent increase over Super Bowl
week in 2006. NFL.com attracted 2.3 million unique visitors that week,
increasing 17 percent over the previous year. The NFL Team Sites had a
weekly unique audience of 2.2 million, growing 13 percent year over year.
Bud, Nationwide and Snickers generated significant online buzz in 2007
The following chart shows the most buzzed about commercials from the
2007 Super Bowl (see Table 3). While the Budweiser brands generated the
most aggregated buzz for Budweiser and Bud Light advertisements with 20.6%
of buzz volume, Nationwide and Snickers were the two most actively blogged
about individual ads the day after the game with 9.8% of buzz volume each.
Doritos also generated impressive buzz levels as a result of the brand's
consumer- generated ads.
Tom Petty and The Heartbreakers to Perform at Super Bowl XLII
The December 3rd announcement of this year's Super Bowl half-time show
performer Tom Petty and The Heartbreakers ignited an 800% increase in
online buzz compared to October 2007. Some consumers are excited and
anticipate the band's performance, while others question whether the band
can top last year's show by Prince.
According to Nielsen Monitor-Plus, the advertising intelligence service
of Nielsen, the cost for a 30-second commercial during the 2007 game was
$2.39 million, down from $2.50 million in 2006 (see Table 4). Total
spending for the game reached over $161.8 million.
Forty-three unique brands advertised over 43 minutes of commercial time
during the 2007 Super Bowl, according to Nielsen Monitor-Plus. The
categories that advertised the most during the 2007 Super Bowl included
Beer, Automotive, and Soft Drinks.
The Beer category increased its airtime from 41/2 minutes in 2006 to 5
minutes in 2007. Automotive also rose to 41/2 minutes in 2007. The Soft
Drink category ran 4 minutes of ads in 2007, doubling the category's
exposure compared to the 2006 game.
Anheuser-Busch aired the most commercial time with 41/2 minutes for
their Budweiser and Bud Light brands. Budweiser aired one 60-second ad and
one 30- second ad. Bud Light ran six 30-second commercials. Coca-Cola
aired 3 minutes of commercials, making it the second largest advertiser.
General Motors was in third place, airing 2 1/2 minutes of advertising.
In 2007, the automotive category included advertising for General
Motors, Honda, and Toyota.
GM promoted its Chevrolet brands; Honda ran ads for its CR-V Truck; and
Toyota ran two 30-second spots for its Tundra Truck.
The Motion Picture category, which tied for first place in 2006 (along
with Beer), cut spending during the 2007 Super Bowl to 1 minute 45
seconds, airing 4 spots for 4 different movies. In 2006, nine different
films advertised, each with a 30-second commercial, totaling 41/2 minutes.
To view the commercials that aired during the last nine Super Bowls,
visit Nielsen's creative website at https://www.nielsenmedia.com/monitorplus/superbowl/.
The commercials for this year's game will be posted on this website
Table 4: Advertising
Top Advertiser (seconds of
2007 - Anheuser-Busch (300)
2006 - Anheuser-Busch (270)
2005 - Anheuser-Busch (300)
2004 - Anheuser-Busch (330)
2003 - Anheuser-Busch (330)
Average 30-second Cost
2007 - $2.385 million
2006 - $2.5 million
2005 - $2.4 million
2004 - $2.3 million
2003 - $2.15 million
2007 Top Categories (seconds of
1. Beer - 300 seconds
2. Autos & Trucks - 270
3. Soft Drinks - 240 seconds
2007 Top Advertisers (seconds
1. Anheuser-Busch - 300 seconds
2. Coca-Cola - 180 seconds
3. General Motors - 150 seconds
# Commercial Minutes:Seconds
2007 - 43:00
2006 - 47:20
2005 - 43:10
2004 - 49:25
2003 - 40:41
Source: Nielsen Monitor-Plus
Nielsen's Sponsorship Scorecard monitors advertising sponsorships of
professional sporting events by measuring the time each brand is seen or
heard on screen, and how many viewers were exposed to each brand. In
comparing all brands across all locations throughout the 2007 Super Bowl
game, Cadillac ranked 1st from being seen or heard by more than 334
million homes (see Table 5 below).
Table 5: Brands Seen/Heard During the 2007 Super Bowl
Total Duration Total # of in Total Occurrences Seconds Homes
Cadillac Autos & Trucks 17
Pepsi-Cola Regular Soft Drink 8
Motorola Electronic Equipment
45 189 300,766
Blockbuster Video 12 195
Gatorade Drinks- Isotonic 49
Source: Nielsen Sponsorship Scorecard
In terms of product placement, football team brands showed up 14% more
in the content of Broadcast Network primetime TV shows this year,
demonstrating that the NFL has increased marketing efforts to drive
interest in their games and the team that play during the season. The New
England Patriots occurrences totaled 176 with 10% of the activity taking
place in the fourth quarter of 2007, while the New York Giants occurrences
totaled 135 with more than half of the occurrences taking place in the 4th
Quarter of 2007.
The New York Giants product placement occurrence pattern follows that
of the Indianapolis Colts last year where 40% of their brand placements
took place in the 4th Quarter of 2006 and put this team at #14 on the most
placed brands list as reported by the Nielsen Product Placement Service in
2006. Deal or No Deal on NBC showed the most appearances for both the New
York Giants and the New England Patriots on primetime broadcast network
entertainment programming this past year. For the cable networks measured
by Nielsen, it was Runs House on MTV for the Giants and What Not to Wear
on TLC for the Patriots.
From Michael Jackson and U2 to Josh Groban and Prince, halftime and
pre- game performances have provided sales growth for artists from a wide
variety of musical genres since the early '90s.
After last year's Super Bowl halftime, Billboard reported that album
sales for Prince's body of work more than doubled. Nielsen SoundScan
measured his album volume for the week that followed at 31,000, up from
14,000 the prior week. Similarly, digital downloads of all his available
songs almost doubled, with Nielsen SoundScan posting 102,000 for Prince,
compared to 59,000 the week before the championship game.
Other recent Super Bowl spikes that Billboard spotted in Nielsen
-- Rolling Stones in 2006: Rolling Stones' "A Bigger Bang"
album showed a 34% increase over the week before the Super Bowl.
-- Paul McCartney in 2005: His 2002 live album posted a 542% increase
in sales, while two of his greatest hits sets more than doubled ("All
the Best" by 246% and "Wingspan: Hits and History" by
161%). Beatles' hits album "1" showed 72% growth.
-- Janet Jackson and Justin Timberlake, 2004: Despite, or maybe because
of, controversy generated by their halftime appearance, sales for three of
her albums more than doubled, while his "Justified" increased
Current albums by participants Nelly (up 56%) and Kid Rock (up 25%)
-- Shania Twain in 2003: Twain's "Up" led the Super Bowl
field, with a 41% increase, while No Doubt's "Rock Steady"
gained 23% and Sting saw "Very Best of Sting & the Police"
grow by 39%.
-- U2 in 2002: Sales for three of the band's key albums more than
doubled ("All That You Can't Leave Behind," up 142%; "Best
of 1980-1990," up 154%; "The Joshua Tree," up 144%).
BOX OFFICE and DVD SALES:
As usual, movie-going plunged on 2007 Super Bowl Sunday. Nielsen EDI
found that U.S. box office receipts, which averaged $30.7 million on a
typical winter Sunday in 2006, fell to $16.4 million on Super Bowl Sunday
2007 (2/4/07) - a 47% decline. Over the past five years, the average
domestic box office for Super Bowl Sunday versus the average winter Sunday
is down by about $11.8 million.
Nielsen VideoScan data shows that interest for the Super Bowl even
translates into DVD sales (see Table 6). Below is a look at the top 10 DVD
titles for Super Bowl-related videos since 2000, the first year that
Nielsen VideoScan started collecting sales data.
Table 6: TOP SUPER BOWL DVDs -- Since 2000
Sales Rank Release Index Title Date
1 SUPER BOWL XXXVIII --
Patriots def. Panthers 02-24-04 100
2 SUPER BOWL XL -- Steelers
def. Seahawks 02-28-06 79
3 SUPER BOWL XXXVI -- Patriots
def. Rams 03-05-02 79
4 SUPER BOWL XXXIX -- Patriots
def. Eagles 03-01-05 66
5 SUPER BOWL XXXVII -- Tampa
Bay def. Raiders 02-11-03 54
6 SUPER BOWL XLI -- Colts def.
Bears 02-27-07 29
7 SUPER BOWL SHUFFLE -- 1985
Chicago Bears 10-05-04 24
8 GREATEST SUPER BOWL MOMENTS
9 NFL SUPER BOWL COLLECTION -
PITTSBURGH STEELERS 11-08-05 18
10 NFL SUPER BOWL COLLECTION -
DALLAS COWBOYS 11-08-05 16
Source: Nielsen VideoScan
Note: Based on aggregate disc unit sales. Does not include sales from
Wal-Mart. Most other sell-through retailers are included.
SHOPPING TRENDS FOR FOOTBALL FANS:
ACNielsen reviewed more than 72 food and beverage categories sold in
U.S. food, drug, and mass merchandiser stores (including Wal-Mart) to see
which products benefit most from the Super Bowl. It compared average
one-week sales performance during the two-weeks ending February 10, 2007
with the average one-week sales performance of the three-weeks before and
three- weeks after the Super Bowl period. The charts at right (see Table
7) show that Snacks, including tortilla chips, potato chips and popcorn,
had the largest incremental increase in total sales during the Super Bowl
period and alcoholic beverage coolers had the largest percentage increase.
Within the snacks category, tortilla chips are the most popular with a 29
percent increase in sales during the Super Bowl period and a $13.4 million
incremental sales boost.
Product Categories - Super Bowl
Total Incremental Sales
1. Total Snacks -- $33.365
2. Total Beer -- $20.718
3. Total Cheese -- $18.871
4. Total Carbonated Beverages
-- $18.647 mil
5. Total Packaged Meat --
Product Categories - Super Bowl
Largest Overall Percentage
1. Total Alcoholic Bev Coolers
2. Total Snacks/Spreads/DipDairy
3. Total Crackers +15%
4. Total Beer +13%
5. Total Snacks +13%
*Two-weeks ending February 10, 2007
Source ACNielsen; Total U.S. food, drug, mass merchandiser stores
THE DEMOGRAPHICS OF A FOOTBALL FAN:
According to data from the marketing company Spectra, viewers of
professional football across the U.S. who typically watch on the weekend
one or more times per month tend to be from town and rural areas. They are
primarily larger families with head of household age 40+ or households age
35+ without children.
Claritas consumer segmentation shows that even though the Super Bowl
draws such a huge television audience each year, it is the most affluent
households that are most likely to be watching. In fact, people in wealthy
households, which generally have more than a $100,000 income, are almost
three times more likely to be watching the Super Bowl as people in
households with less than $30,000 in annual income.
According to Claritas, consumers that are most likely to be watching
the Super Bowl tend to own luxury SUVs, have Blackberries, subscribe to
satellite radio and own iPods. They are very likely to take frequent
business trips, be members of frequent flier programs, and spend more than
$3,000 a year on domestic travel. The Super Bowl has high coverage of
viewers that are active stock traders and use discount brokerage services.
GIANTS FANS -- AND THE NEW YORK MARKET
40% of Giants* fans (adults in the New York DMA that has watched on
Cable/Broadcast TV, attended a game or listened to the NY Giants within
the past 12 months) have an annual household income of $100k+. In fact,
Giants fans are 26% more likely than all New Yorkers to be in this income
bracket. They are also avid investors. Giants fans are more likely than
all New Yorkers to have a wide variety of investments in their household,
from stocks and bonds to second homes/real estate property. Also, nearly
one-third (31%) of New York's Giants fans are female (Source: Scarborough
NY Giants fans are more than twice as likely as all New York adults to
have bought sporting event tickets online within the past year. They are
two and a half times more likely than all New Yorkers to have played
Fantasy sports online within the past month and nearly two and a half
times more likely to be willing to spend $50 or more on a single NFL
ticket (Source: Scarborough Sports Marketing).
Giants fans love to snack. They are more likely than all New Yorkers to
have used all types of snack foods in their household during the past 30
days, from pretzels and chips to nuts and candy. Giants fans in the New
York market are 13% less likely than all New York adults to be a part of a
home that has used organic foods within the past month. 59% of Giants fans
in New York ages 21+, consumed beer during the past month. Giants fans in
New York are 53% more likely than New York adults to have had whiskey
within the past month. (Source: Scarborough Sports Marketing).
According to Claritas, New Yorkers will likely enjoy Anchor Steam and
Sierra Nevada Beer or tailgate in BMW or Land Rover SUVs for Super Bowl
festivities. New York homes are also likely to play a game of tennis, rent
a foreign film or a sip a coffee from Starbucks (Source: Claritas).
Spectra data shows New York residents who watched the Super Bowl last
year generally come from affluent urban and suburban neighborhoods.
Additionally, New York viewers purchase above average amounts of beer,
health bars, tequila, scotch, and jarred nuts than the average viewer.
PATRIOTS FANS -- AND THE BOSTON MARKET
15% of Boston's Patriots fans* (adult in the Boston DMA that has
watched on Cable/Broadcast TV, attended a game or listened to the New
England Patriots within the past 12 months) belong to a household with an
annual income of $150k or more. Patriots fans in Boston are 17% more
likely than all Boston adults to be in this income bracket. Forty-three
percent of Boston's Patriot fans are women (Source: Scarborough Sports
Ford (25%), Toyota (21%), and Chevrolet (15%) are the top three auto
brands among Patriot fans in the Boston market. Patriots fans are also 40%
more likely than all Boston adults to have bought gear/clothing with the
NFL logo on it within the past year (Source: Scarborough Sports
63% of Patriots fans in Boston have a broadband internet connection.
Patriots fans are 17% more likely than all Boston adults to be a part of a
household that has shopped at BJ's Wholesale club within the past year for
their audio / video needs (Source: Scarborough Sports Marketing)
According to Claritas, many Boston households drink Amstel Light Beer,
and might be drinking that when tailgating out of the back of their Lexus
or Volvo SUVs. When Boston households are not enjoying the Super Bowl,
they might be downhill skiing or sailing. People in this area are likely
to read Wine Spectator magazine and be members of country clubs (Source:
Data from Spectra shows that Boston residents who watched the Super
Bowl last year are more likely to live in affluent suburban and rural
neighborhoods. Additionally, Boston viewers purchase above average amounts
of pretzels, health bars, beer, trail mix and tortilla chips.
ADDITIONAL SUPER BOWL INSIGHT FROM NIELSEN:
-- In December 2007, The Nielsen Company launched a blog entitled
"Road to the Big Game" -- http://blog.nielsen.com/bowl360/. This
new blog which showcases Nielsen's broad perspective on the Super Bowl -
ranging from measurements of television ratings and Internet traffic to
its impact on consumer spending, movie box office receipts and album sales
of half-time performers - enables the company's experts to examine a host
of issues, including new forms of advertising, marketing ROI,
consumer-generated media and more.
-- In the new issue of Nielsen's Consumer Insights (CI) magazine issued
January 22, 2008, the head of Nielsen Sports, Tom Ziangas, explores how
the football fan experience has changed thanks to the explosive growth of
media options. The January 2008 issue of CI is available at
-- Immediately following the 2008 Super Bowl, Adweek magazine will host
its annual game-day chat where Adweek editors and guest bloggers review
the 2008 Super Bowl advertising. SuperAdFreak is available at
About The Nielsen Company
The Nielsen Company is a global information and media company with
leading market positions in marketing information (ACNielsen), media
information (Nielsen Media Research), online intelligence (NetRatings and
BuzzMetrics), trade shows and business publications (Billboard, The
Hollywood Reporter, Adweek). The privately held company is active in more
that 100 countries, with headquarters in Haarlem, the Netherlands, and New
York, USA. For more information, please visit, www.nielsen.com
SOURCE The Nielsen Company
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