MWW Group Survey Reveals What Matters Most to the Big Game Audience -- The Game or the Ads

EAST RUTHERFORD, N.J., Feb. 6, 2012 /PRNewswire/ -- Americans between the ages of 18 to 34 tuned into yesterday's Pigskin Classic to see both the football game and the commercials, rather than just the game itself, according to a survey conducted by MWW Group Insights released over the weekend. In a survey of more than 400 potential Big Game viewers ages 18-34 on Friday, Feb. 3, 71% said they were interested in both the game and the ads. For those who were taking part in conversations on social media before the big game, they were more likely to be talking about both the teams and the ads (35%), rather than the game (32%) or the commercials alone (28%).

"On the surface, these findings may not seem surprising, but they tell a significant story about how advertising is driving the Super Bowl's relevance more than ever before," said Michael W. Kempner, president and CEO of MWW Group. "It used to be that these ads were entertaining and something to talk about at work the next day – but now, advertising is part of the Super Bowl's appeal, driving social media conversations even before the game airs."

Among other notable findings, the survey also found 61% reported watching to know what people will be talking about the next morning.

The survey also revealed that while Facebook was the most popular forum for discussing ads prior to the big game, it did not dominate the competition. YouTube, where many advertisements were pre-released, was a close second, and Google+, blogs and Twitter weren't far behind.

About MWW Group

MWW Group is one of the nation's top mid-sized public relations firms and one of the ten largest independent global agencies. The company is industry-recognized for its work in consumer lifestyle marketing, digital marketing and social media, corporate communications, public affairs and government relations, consumer technology, healthcare and visual branding.

Through its "Network PR" approach, MWW Group helps its clients re-architect the conversation surrounding their brands to increase trust and relevance and drive action among key stakeholders.  Among its numerous awards for client work, the agency has been recognized as 2011 "Midsize Agency of the Year" and 2010 "Strategic PR Agency of the Year" by the Holmes Report and has received accolades from PR News for "Team of the Year," "Digital Firm of the Year" and "Top Places to Work in PR."

To learn more about MWW Group, visit www.mww.com, Facebook, Twitter and LinkedIn.

SOURCE MWW Group

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