Neto: Las audiencias están deseosas de conectarse con una variedad de contenido
Two interviews carried out before and during the Super Bowl showed that the trend is for the audience to watch the game multi-screen. The first study, conducted by YuMe Inc, consisted in determining how Hispanic-Americans planned to watch the game, and the second was aimed at U.S. residents and was carried out online during the event.37% of Hispanic-Americans answered that they planned to watch the Super Bowl in more screens than in 2015. The study also revealed that the Hispanic audience was interested in advertising during the game: 79% mentioned the ads as the most important attraction, and 34% said they planned to watch the ads again after the game on their smartphones. Regarding the study conducted live during the Super Bowl among U.S. residents, it was found that most saw the game in their homes, 28% said they bought equipment during the game. 67% said they thought the ads during the game raised brand awareness and 26% searched for advertised products during the games on their mobile phones.Almost eight out of ten people surveyed in each study was interested in watching advertisements during the game. “Both of our surveys show that audiences are eager to engage with a variety of content during one of the most popular sporting events in the world. Brand advertisers should take full advantage of this tremendous opportunity to reach audiences across all screens” says Paul Neto, Director of Research, YuMe.
