Before signing off to party with 68% of the rest of America, we had two final stats to share. First, we wanted to report back one final time on Coca-Cola’s “CokeChase” campaign and its impressive increase in consumer awareness in just a few days.
The chart below shows overall awareness of the CokeChase promotion, gathered from among 2,717 people in the final two days of the campaign (Feb1-Present).
As we can see, heading into to the game, a full 21% of adult US consumers are now aware of the campaign, while 6% claim that they are interested in participating. This represents a greater than 2X jump in exposure for the campaign since just Wednesday of last week. With all of the other Super Bowl build-up, these gains are remarkable. Bravo Coke (and your ad agency). Bravo.
Watching these numbers got us thinking a little deeper about the relatively new trend of Super Bowl commercials being pre-released online. Did these even happen two years ago?
But, are consumers taking the bait? Late yesterday morning, we added a question to our system to see how many people actually watched these pre-released commercials on YouTube or elsewhere. In a 24-hour span, we surveyed 4,403 Americans over age 13 (results below are reweighted to represent the full US population according to the 2012 Census).
In all, 27% of respondents have watched at least one Super Bowl commercial before the actual game. The majority of these have seen only one or two, while 6% of the total respondent group has seen “a lot” of the pre-released spots. The largest group, 41%, say they haven’t seen any of the commercials and prefer to wait to watch them during the game.
So who went online to watch them? The largest group came from respondents between the ages of 13 and 17, where a full 17.3% of respondents said they watched “a lot” of the commercials. The second largest group was women aged 18-24, where 9% watched “a lot.”
On the other hand, it would appear that most men want to preserve the surprise or mystique of Super Bowl commercials. 47% of men (and 70% of men who will be watching the game), said they would rather wait to see the commercials during the game. The same is true of people from the Northeast and those aged 25-34, where 45% of people say they prefer to wait.
There you have it. Enjoy the game today (except for the 32% of you who won’t be watching).