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A survey conducted by comScore (the digital marketing and measurement specialist) among US Internet users showed that on Super Bowl Sunday two-thirds of respondents were set to log on during the day and 32% intended to log on during the game itself and 30% during half-time.
Of those logging on during Super Bowl Sunday, 19% said they intended to send email and/or instant messages to friends or family about the Super Bowl, while 14% said they would view video clips of old Super Bowl adverts. Thirteen per cent said they planned to visit the websites of Super Bowl advertisers.
Other expected uses included: monitoring statistics and stories related to the players and the game (11%), researching past Super Bowl games (7%), forwarding Super Bowl ads or video clips to friends (7%) and buying NFL/Super Bowl merchandise (5%)
Watching ads continues to be an important part of Super Bowl Sunday, according to comScore, who report that 22% of respondents say watching the ads is better than the game itself.
This survey reinforces the opportunity for broadcasters who synchronize major event programming with related online content and it also demonstrates the potential to exploit these synergies in a Connected TV environment.