Super Bowl LV: Early Signals for the Future of “Live”
Was America’s biggest day in sports an even bigger day for digital media?
This year’s Super Bowl Sunday was unlike any we’ve ever seen — America’s “biggest day in sports” was perhaps an even bigger day for digital media.
Although the stadium hosted fewer ticketholders than ever, the NFL teamed up with multiple partners to bring the in-person game experience to fans everywhere. From exclusive camera angles and “fan views” of the field, to player avatars appearing in augmented reality, Super Bowl LV was a trial run for many first-of-their kind enhancements that challenged viewers to reimagine the at-home sports experience.
We set out to leverage Super Bowl LV as a case study for understanding how receptive audiences are to emerging use cases that enhance or extend the live event experience in new ways.
Incredibly, 7 in 10 Viewers say next-generation media — from virtual watch parties to online betting — enhanced the viewing experience more than face-to-face interactions or traditional social media.
Super Bowl viewing dynamics in ’21 fundamentally changed. More than half of Super Bowl Viewers watched with fewer people than last year, with more than two in three Viewers watching alone or just with household members and missing watching with others.
Different audiences may have tuned in for different reasons, with 71% showing up for the game itself, 63% for the halftime performance and 58% for the commercials. But consistently across audiences, seven in ten Viewers say the Super Bowl is about the shared experience, more than the game itself.
At a foundational level, technology served as a lifeline during one of the most celebrated experiences in American culture, helping more than six in ten Viewers feel more connected and empowered to share an experience with people they can’t be with in person right now. More than half of Viewers agreed that the event helped them connect with their favorite creators, brands and celebrities, too.
The vast majority — 83% of Viewers — engaged in a range of digital behaviors during the Super Bowl, presenting ripe opportunities for marketers to reach audiences in exciting new ways.
Leading the digital charge, three in four Gen Z Viewers engaged in digital behaviors during the Super Bowl, such as talking about the game with friends over text/messaging apps, or audio/video calls. Further, more than half of Gen Z Viewers engaged in watch parties or set up a Super Bowl-dedicated group chat. For Millennial Viewers, social media engagement was nearly on par with direct one-to-one communication with friends and family.
Digital behaviors beget more digital behaviors. Take for example how, of the 53% of Viewers who discussed the game through social media, 57% also participated in a virtual watch party. Many consumers engaged in multiple cross-platform behaviors simultaneously, revealing white space for integrations and co-marketing opportunities.
These initial behaviors are strong indicators of what’s here to stay — with many Viewers reporting even higher satisfaction with next-generation media than they experience from face-to-face interactions or traditional social media.
What flies on the wings of digital media?
Across audiences, the two most shared moments are entertainment-driven: the half-time show and funny ads. The half-time show is in fact the main attraction for Gen Zs: only 22% of Gen Zs check out during the half-time performance, vs. 35% during the advertisements. Overall, advertisements drove more buzz than any other Super Bowl moment (or the game itself), and Viewers say they enjoyed and shared the ads that made them laugh, most. Despite the viability of commercials as a prime moment for second screen engagement among younger audiences, Super Bowl LV advertising may have an adverse effect on certain brands. 71% of Viewers say they’re more favorable to brands who made donations instead of spending the money on advertising during the game.
Beyond appreciating entertainment value, two in three Viewers felt inspired by the potential for big virtual events like the Super Bowl to incite positive cultural change in the real world. Impact can come from anywhere, with 64% of Viewers agreeing it’s important for players and performers to use their platforms to communicate social or political statements, and 75% of NFL fans agreeing that professional sports leagues like the NFL have a responsibility to bring awareness to social issues.
More than half of Viewers express excitement about use cases that improve the live event experience.
These experiences either enhance the event through higher quality graphics or by facilitating a more immersive, shared experience; or extend the event through satellite events or bonus content.
Stay tuned for more insight from our expansive series, uncovering the future of live entertainment and synchronous viewing experiences.
Download the full study here.
