Survey: More people
plan to watch Super Bowl
Other shorts: More Super Bowl tidbits: Viewers will order in
By Louisa Ada Seltzer
Jan 27, 2012
Survey: More people plan to watch Super Bowl
Here's yet more evidence that viewership for this year's Super Bowl will be up: An annual Retail Advertising and Marketing Association (RAMA) survey, conducted by BIGinsight, found that more people than ever before plan to watch this year's game. RAMA says 173 million people say they will watch the Feb. 5 contest, up from 171 million last year and the most in the survey's eight-year history. Last year's game on Fox set a record with
111 million total viewers. The Super Bowl will also drive a lot of retail spending. The average game viewer will spend $63.87 on Super Bowl-related merchandise, clothing and snacks, compared to $59.33 last year. That will result in $11 billion in total spending. Some people have much bigger spending plans. A full 5.1 million plan to buy a new TV for the big game, up from 4.5 million last year and just 3.6 million in 2010, when the recession was still going on.
More Super Bowl tidbits: Viewers will be ordering in
Of the 100 million-plus viewers expected for next weekend's Super Bowl, about half of them will be eating restaurant food. That's according to a survey by the National Restaurant Association, which found that 48 million Americans will order takeout or delivery from a restaurant while watching the game, with another 12 million expected to visit a restaurant or bar to watch the game. Because of the game's earlier start time, people on the West Coast are more than twice as likely as those on the East Coast to watch the game at a restaurant, 9 percent versus 4 percent, according to the survey. In terms of what types of foods people will be eating on Super Bowl Sunday, 69 percent said that salsa, dips or spreads are must-have items, followed by chicken wings (63 percent), pizza (61 percent), desserts (50 percent) and subs/sandwiches (49 percent). Another 42 percent said healthy food items are must-haves for the big game.
Furor over Leno's Sikh shtick spreads to UK
A Mitt Romney joke that got Jay Leno in trouble with followers of the Sikh faith now has him in trouble in the UK as well. Yesterday two British lawmakers introduced a motion in Parliament urging British Prime Minister David Cameron to ask Leno and NBC, which broadcasts "The Tonight Show with Jay Leno," to apologize for the joke. The offending moment came in Leno's Jan. 19 show, in which he held up a picture of the Golden Temple in Amritsar, India, the holiest Sikh site in the world, and joked that the gold-encrusted building was actually Romney's summer home. Labour Party members Virendra Sharma and John McDonnell say Leno's joke "shows a complete misunderstanding of the Sikh faith and is derogatory to Sikhs across the world." Leno has been sued by a Sikh doctor in Los Angeles as well over the joke. A State Department official earlier this week said that Leno's joke was protected by freedom of speech and "appeared to be satirical in nature."
What's big in magazines: QR codes
Magazine ad pages may be
on a downward curve, but the industry did see one area of growth in 2011: the use of mobile action codes, including QR codes, 2D barcodes, Microsoft Tags and watermarks. A new study from the mobile marketing technology company Nellymoser found the top 100 titles by circulation had 1,899 mobile action codes on their pages in the fourth quarter of last year, a 439 percent increase from just 352 in first quarter 2011. Further, in December, 8.36 percent of all ad pages included a QR or action code, according to the analysis. In fourth quarter the average issue contained 6.5 codes, with a high of 70 in one issue. Hair care company John Frieda placed 82 ads with codes in the top 100 titles last year, more than any other advertiser. L'Oreal (79), Cuisinart (74), Garnier (72) and Revlon (67) rounded out the top five advertisers to use mobile codes. In terms of magazine titles, InStyle had the most ad pages with mobile codes with 141, followed by ESPN Magazine and People (136 each), Self (126) and Entertainment Weekly (123). To download the complete study,
click here.
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