Millennials Unplugged: The Super Bowl Edition
We conducted a survey of 37 Millennials this week to learn more about the relevance of the Super Bowl in their lives. Some pretty cool insights. Here’s what we learned.
Commercials Only vs. Game Only — if Millennials have to choose between just watching commercials or just watching the game, they are evenly divided. Either way, they are entertained.
When We Watch Ads – if you are a millennial in college, you start watching super bowl videos and available ads the week before the game. If you are working post-college, there is a strong preference to watch videos and ads the week after the game. Very interesting. Basically, if you are in school, you have more time on your hands and you walk by a lot of pre-game promotion within the University, so you’re more active pre-game. If you are working for a living, you don’t have as much free time anymore, so it’s perfectly cool to let the marketplace decide who the winners and losers are…..and then they benefit from this crowdsourcing.
Make Me Laugh….or I Don’t Care As Much – the Super Bowl is an evening of entertainment. In that spirit, millennials overwhelmingly want commercials that are funny. Commercials that are emotional or educational are not their choice. And if you make millennials laugh, you then earn the right to add in some education or emotion. Brittany literally laughed at this insight as she said “If I’m with my friends, I want to hear a beer commercial that is funny. I don’t want to hear about all of the side effects of a new drug during the Super Bowl.”
Rethink What $5MM Can Do in the World – we always say that millennials are growing up to be aware and concerned citizens of the world. Slightly more than 50% said they thought $5MM for a 30 second commercial is not worth it. So we asked them to make a choice on what they would do with this money. Overwhelmingly, they said they would choose to build 714 water wells in Malawi and Mozambique at $7,000 per well or pay the utility bill for 20,000 families in February ($250 per family) rather than create a commercial. This shows what an enormous opportunity there is for a company to have the courage to NOT create a commercial next year and, instead, help the world….and then let us know of this choice the week before the Super Bowl. Someone will do this right in the future.
Olympics More Relevant than the Super Bowl –given a choice, millennials view the Olympics as a sporting event that gets their attention whether or not they like sports.
Ads Do Work – About 80% of millennials said they take action on an ad now and then. Nothing controversial here. Ads can work and always have if done well.
Broncos Favored Just Barely – by a vote of 19-18, the Broncos are the favorite. That’s surprising to us since the quarterback for Carolina is a Millennial and the quarterback for Denver is Gen X. But, of course, if Cam Newton scores a few times and does the Dab, Brittany and her fellow millennials will be pulling for the Panthers. Bob will continue to pull for Peyton and will not understand that he just saw a Dab, since he can only remember “a little dab’ll do ya” Brylcreem commercials.
Now time to prepare the Nachos…….enjoy the game.
Brittany and Bob