Oracle study examines the changing consumer behaviors and expectations ahead of Super Bowl LVAustin, Texas—February 1, 2021
How people plan to watch and celebrate Super Bowl LV will look very different this year, according to a new study by Oracle. The study of 2,000 U.S. consumers who plan to watch the Big Game found that people are planning to watch alone or via a virtual party, opting for loungewear over fan gear, and are looking for humor and inspiration from this year’s advertisements.
While COVID-19 has not impacted overall game day excitement, it has changed how people will experience Super Bowl LV.
While many things have changed over the last 12 months, one thing remains the same: People plan to use the Super Bowl as an opportunity to give in to their cravings.
Fans will go to great measures to ensure their teams win and regardless of the result, crying is a common reaction to the game outcome.
Advertisements are a focal point of the Super Bowl and this year consumers want to see ads with humor and inspirational messages.
“The Super Bowl is an experience people look forward to every year and an incredible opportunity for brands to reach and engage a huge audience,” said Nate Skinner, senior vice president, Oracle Advertising and Customer Experience. “As our study shows, the fan experience will be very different this year, and in order to make this moment matter, marketers and advertisers will need to use data to understand changing behaviors and expectations. Our study provides a glimpse into what to expect this year and however the big game turns out, we are proud to call both the Kansas City Chiefs and Tampa Bay Buccaneers Oracle customers. We couldn’t be more excited about their success!”
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Research findings conducted between January 8 and January 9, 2021 are based on a survey of 2,000 general consumers. All 2,000 respondents are planning to watch the Super Bowl. The margin of error is 2.2%. Gender and age were weighted evenly in the sampling process to reflect US population demographics, and therefore no post-sampling stratification was applied. Oracle conducted and analyzed this survey with a sample procured using the Pollfish survey delivery platform, which delivers online surveys globally through mobile apps and the mobile web along with the desktop web.
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