Survey Reveals Super Bowl Viewers 11 Times More Likely To Live-Stream; ‘2nd Screen’ Usage Drives Significantly Higher Advertising Engagement

Share Article

QuestionPro has released the results of their 2014 Super Bowl survey, which found that 20% of respondents plan to stream the Big Game this year, compared to only 1.8% who streamed in 2013. The survey also revealed a dramatic increase in expected brand engagement via '2nd screen' usage: viewers who plan to use a 2nd screen while watching the Super Bowl report being 3 times more likely to engage with an advertiser's brand on social media, and more than twice as likely to visit an advertiser's website and purchase a product.

2014 Super Bowl - Technology, Social Media, Spending

Partial View: 2014 Super Bowl Technology, Social Media, Spending Survey

Live-streaming and the rise of the ‘2nd screen’ are redefining how we watch events. These trends offer an amazing opportunity for both viewers and advertisers to deepen engagement and expand the viewing experience.

QuestionPro, Inc, an online survey software provider, announced the results of its 2014 Super Bowl survey. The company surveyed Americans about their technology and social media plans for viewing the upcoming game. The results showed that 20% of respondents plan to stream the Super Bowl live via their computers, tablets or smartphones. This indicates a growth of over 1,000% from last year, when only 1.8% of viewers live-streamed.1

Another emerging trend is the use of the ‘2nd screen,’ such as a tablet or smartphone, to supplement viewing. Results show that viewers who plan to use a 2nd screen while watching the game are significantly more likely to engage with an advertiser’s brand. Those viewers planning to use a 2nd screen report being 3 times more likely to engage with an advertiser’s brand on social media and are more than twice as likely to visit an advertiser’s website and purchase a product.

Additional key findings include:

  •     40% of viewers plan to use a 2nd screen to supplement viewing, with 23% planning to check team/player stats and 17% planning to follow on social media.
  •     Facebook is the platform of choice for those planning to use social media: 31% plan to use Facebook, 18% Twitter, followed by Google+, YouTube and Instagram.
  •     Planned 2nd screen usage for smartphones is down 20%, while the use of tablets is up 16%.2

Erik Koto, QuestionPro CEO said, “Live-streaming and the rise of the ‘2nd screen’ are redefining how we watch events. These trends offer an amazing opportunity for both viewers and advertisers to deepen engagement and expand the viewing experience.”

About QuestionPro: QuestionPro is a leading provider of online survey software and premium respondent sample services that allows for fast and professional research. It services over 2.7 million users across 100 countries, including Fortune 100 companies, academic institutions, small businesses and individual DIY researchers.

1. http://www.cbspressexpress.com/cbs-entertainment/releases/view?id=34506
2. http://www.mojivamca.com/Infographic/Mojiva_Superbowl_XLVII_Infographic.pdf

*Super Bowl® is a registered trademark of the National Football League.

Survey Methodology:
This survey was conducted online within the United States by QuestionPro, Inc. from January 6-14, 2014 among 400 adults aged 18+.

To use the infographic in your story, please attribute to http://www.QuestionPro.com. You can download the infographic from: https://drive.google.com/file/d/0B5EzoBULFtlnaUp3R3RwU2lHQW8/edit?usp=sharing

Share article on social media or email:

View article via:

Pdf Print

Contact Author

James Wirth

James Wirth
QuestionPro, Inc.
Email >
Follow us on
Visit website