NEW YORK,
Jan. 31, 2017
/PRNewswire/ -- Fifty-five percent of viewers say they
would be interested in streaming games online instead of watching
on cable, including 77 percent of Millennials, according to a
national survey commissioned by Burson-Marsteller's Fan Experience sports and
entertainment specialty group, and fielded by research consultancy
Penn Schoen Berland (PSB), to analyze viewers' attitudes toward
professional football, the Super Bowl and the halftime
show.
Super Bowl viewers' perceptions of the game and how they
consume content and communicate with each other on social media are
rapidly changing due to advances in technology. In addition to the
shift in viewers watching games via streaming online, 29 percent of
viewers and 43 percent of Millennials say they would be more likely
to cancel their cable subscription if they could stream
professional football games online.
"The ongoing transformation of the fan experience is just
one instance of a global trend we are witnessing—across the board,
consumers are being empowered by technology and demanding better,
customizable content," said Mike
Fernandez, U.S. CEO, Burson-Marsteller. "The age of the
one-size-fits-all content package is over, and the future belongs
to the fans."
More than four in 10 viewers, and more than seven in 10
constant social media users (defined as viewers who check social
media or news outlets more than once an hour via computer or mobile
on a regular day) say that social media brings them closer to the
game. Sixty percent of viewers and 87 percent of constant social
media users say they are interested in the extra content brands
provide on social media in addition to their commercials.
Eighty-two percent of viewers and 89 percent of Millennials believe
it is important for brands to demonstrate how they are giving back
to their community in their Super Bowl commercials or marketing
campaigns.
"The game plan is shifting into the hands of the fan
according to the findings of this year's survey," said Jason Teitler, Chair of Burson-Marsteller Fan
Experience. "The different ways in which fans experience the Big
Game, and engage with others about the game, provide a variety of
opportunities for brands to develop lasting, productive
relationships with consumers by delivering content and access that
most appeals to them."
KEY SURVEY FINDINGS INCLUDE:
Let's Get Social
- Constant social media users are most likely to say they
love watching the halftime show (71 percent vs. 58 percent of
viewers)
- One in three constant social media users say they will
use social media more often during the Big Game than they usually
do
- One in three viewers say that a commercial is what they
are most likely to post about on social media during the
game
- Thirty-three percent of viewers say that a commercial is
what they are most likely to post about on social media during the
game
- More than 70 percent of constant social media users say
that social media brings them closer to:
- Pro football
- Other pro football fans
- Brands that advertise during the Super Bowl
- The game itself
Virtual Reality
- Forty-eight percent of viewers and 71 percent of fantasy
football players say they would be interested in watching the Super
Bowl on a virtual reality (VR) headset
- Forty-three percent of viewers and 60 percent of fantasy
football players say virtual reality is the future for experiencing
professional football games
The Big Game
- Nearly two out of three Millennials say they prefer the
game itself to the commercials or the halftime show
- Sixty-five percent of viewers say they remember last
year's game better than any other part of the broadcast
- Seven in 10 total viewers (and nearly two in three
Millennials) say that the game is their favorite part of the Super
Bowl broadcast
"While the findings from this year's survey demonstrate
the huge role technology and social media are playing in how people
view, interact and consume content, it will be interesting to track
and see how fans actually view the game this year and interact with
each other," says Curtis Freet, CEO
of Penn Schoen Berland.
For more information click here.
METHODOLOGY
The findings described
here are based on a survey conducted by Penn Schoen Berland (PSB)
in partnership with Burson-Marsteller and Fan Experience from
January 18th-21st, 2017. The survey
was conducted online among a national sample of N=1000
people who plan to watch the Super Bowl this year and who watched
the Super Bowl last year. Additional information available upon
request.
About Burson-Marsteller
Burson-Marsteller, established in 1953, is a leading
global strategic communications and public relations firm. It
provides clients with strategic thinking and program execution
across a full range of public relations, public affairs, reputation
and crisis management, advertising and digital strategies. The
firm's seamless worldwide network consists of 73 offices and 85
affiliate offices, together operating in 110 countries across six
continents. Burson-Marsteller is a part of Young & Rubicam
Group, a subsidiary of WPP (NASDAQ: WPPGY), the world's leader in
communications services. For more information, please
visit www.burson-marsteller.com
About Fan Experience
Fan Experience
is a specialty group within Burson-Marsteller's U.S. Consumer and Brand Marketing
Practice dedicated to helping brands build deeper relationships
with key client audiences by engaging fans through sports
influenced communications, marketing and events. The specialty
implements campaigns for some of Burson-Marsteller's largest consumer, technology,
health care and corporate clients locally and at some of the
world's largest and most influential sports events and venues. Fan
Experience crafts programs "through the eyes of the fan" to ensure
that brands deliver relevancy and value to a wide variety of
audiences including consumers, business partners, employees, media
and online influencers.
About Penn Schoen Berland
Penn
Schoen Berland (PSB), a member of
Young & Rubicam Group and the WPP Group, is a global
research-based consultancy specializing in messaging and
communications strategy for blue-chip corporate, political and
entertainment clients. PSB's operations include over 200
consultants and a sophisticated in-house market research
infrastructure with the capability to conduct work in more than 90
countries. The company operates offices around the world, including
in Washington D.C., New York, Seattle, Los
Angeles, Denver,
London, Hamburg, Madrid and Dubai, which are supported by in-house field
capabilities and fully equipped to provide the complete creative
solutions PSB clients need. For more information, please
visit www.psbresearch.com
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SOURCE Burson-Marsteller