Millennials and digital shifts will rule Super Bowl 50
January 15, 1967 was the first Super Bowl and the beginning of an era and a catalyst for the Sports revolution that has led to billions spent on advertising, teams, and players for a past time that Americans can’t get enough of. Led by Bart Starr, the Green Bay Packers took the game 35-10 in a game broadcast on two major networks, NBC and CBS. 49 Super Bowls later, CBS will be live streaming the Super Bowl which will be available in 180 + countries and 25 + languages. This digital revolution is being led by the largest up and coming generation since the baby boomers.
In a survey done by Adobe Digital Index, we found that 1 in 2 Millennials (18-34 year olds) plan on watching live sports on something other than a traditional TV (smart TV, gaming console, or mobile device). Of course big screens will continue to rule sporting events like the Super Bowl, but 3.5x more Millennials plan on watching at least a portion of the game on their smartphone or tablet.
Millennials are also 4x more likely to watch on a gaming console than those 35+, 2x more likely on a laptop, and 1 in 4 are very likely to download an app to watch a live sporting event.
This digital shift in sports viewing has spawned CBS to allow the Super Bowl to be available for live streaming without authentication. That will make it available to the largest possible audience. This event marks the first time that both linear and digital will air the same ads during the same program.
It also creating a new wrinkle in the way that marketers need to reach consumers. Millennials are 2x more likely to use their phone for an unrelated activity during the game than those age 35+. That provides opportunities to capture engagement on social. On the other side, 1 in 3 of those age 35+ will be checking their email during the game. The mobile revolution could eventually lead the final sports domino to fall in a wave of demand for more open cable/satellite programming. Until that time, this weekend advertisers better be prepared to have their epic commercials appear just as good on a 5.44 inch by 2.64 inch iPhone 6 as they do on a 70 inch 4K HD TV.
To see our full report: Super Bowl 50 Will be Tipping Point for Ad Industry
To see our infographic: Super Bowl 50 Infographic