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    TMA survey delves into viewers’ preferences for Super Bowl ads

    By SHOOTUpdated:No Comments1369 Views
    Megan McMahon
    DALLAS --

    TMA (The Marketing Arm), a Dallas-based creative agency and one of the largest buyers of celebrity talent for Big Game ads, has launched the first annual TMA Super Poll. The poll, which assesses consumers’ preferences towards advertising in the Big Game, was conducted in August 2021 among a representative sample of 1,000 respondents across geographies, ages, genders, ethnicities and generations (e.g. Gen Z, Millennials, Gen X).

    “With more than 90% of the commercial time already sold, many advertisers are now moving forward to produce this year’s crop of Big Game ads. As an agency that  creates cultural resonance for brands, we wanted to know what viewers might be thinking, so we could counsel those clients and marketers who plan to advertise in this year’s game, accordingly,” said Megan McMahon, SVP of celebrity & influencer at TMA.

    Following is a summary of the survey’s key findings:

    • The Big Game appears to represent a prime opportunity for marketing to women. Almost as many people watch it for the commercials (43%) as for the game (57%). However, women are far more likely to watch it for the ads (60%).
    • The strategy of employing celebrities in Big Game ads works. More than half of all viewers prefer Big Game commercials with celebrities (54%).  The preference is even greater among Black (68%) and Hispanic (62%) viewers.
    • Pre-releasing ads before the game seems at odds with viewers’ preferences. An overwhelming majority (89%) would prefer to see a Big Game ad for the first time during the game.
    • People are looking for escapism. Nearly all viewers want Big Game ads to make them laugh (97%). Related to this, the majority (71%) would prefer that advertisers stay away from political messages. 
    • Don’t make viewers work. Contrary to the trend toward interactive ads, most viewers (70%) would prefer not to interact with ads or be called upon to take an action (e.g., post, vote, etc.)
    • A longstanding presence in the Big Game pays off for brands.  Consistent Big Game advertisers, such as Budweiser, Pepsi, Coca-Cola and Doritos, are the brands viewers most look forward to seeing in the game.

    The celebrities viewers most want to see in Big Game ads are Hollywood heavyweights with a robust social media presence.  Dwayne “The Rock” Johnson tops this list by a wide margin. Kevin Hart and Drake score well among Black viewers. 

    CELEBRITIES VIEWERS MOST WANT TO SEE IN A BIG GAME AD:

    #1 Dwayne Johnson

    #2 Jennifer Lopez

    #2 Lady Gaga

    #4 Kevin Hart

    #5 Taylor Swift

    #6 Drake

    #6 Britney Spears

    #8 Ryan Reynolds

     

    Celebrities with a background in music are more likely to be remembered.  Beyonce, Michael Jackson, Britney Spears, Cardi B and Jennifer Lopez are among the top 10, with Beyonce in the top spot.  

    CELEBRITIES VIEWERS MOST REMEMBER IN A BIG GAME AD:

    #1 Beyonce

    #2 Ashton Kutcher

    #2 Matthew McConaughey

    #4 Britney Spears

    #4 Michael Jackson

    #4 Betty White

    #7 Cardi B

    #8 Peyton Manning

    #9 Dwayne Johnson

    #10 Jennifer Lopez

    #10 Tom Brady

     

    Tom Brady is by far the most popular Big Game quarterback. Aaron Rodgers and Patrick Mahomes are the only other active QBs in the top ranks.

    FAVORITE BIG GAME QUARTERBACKS:

    #1 Tom Brady

    #2 Peyton Manning

    #3 Joe Montana

    #4 Brett Favre

    #5 Aaron Rodgers

    #5 Drew Brees

    #7 Patrick Mahomes

    #8 John Elway

    Tags:Megan McMahonSuper BowlThe Marketing Arm



    Christmas TV movies are in their Taylor Swift era, with 2 Swift-inspired films airing this season

    Friday, November 22, 2024
    This image released by Hallmark Media shows Hunter King, left, and Tyler Hynes in a scene from "Holiday Touchdown: A Chiefs Love Story. (Joshua Haines/Hallmark Media via AP)

    Two new Christmas TV movies have a Taylor Swift connection that her fans would have no problem decoding.

    "Christmas in the Spotlight" debuts Saturday on Lifetime. It stars Jessica Lord as the world's biggest pop star and Laith Wallschleger as a pro football player, who meet and fall in love — not unlike Swift and her boyfriend, Kansas City Chiefs tight end Travis Kelce.

    "It's clearly inspired by Taylor and Travis, but I don't know them and I don't know what is going on behind the scenes. I only know what's been put out there," said Eirene Tran Donohue, a longtime, devoted fan who jumped at the opportunity to write a script even loosely based on her favorite musician.

    She was inspired by the couple's support of each other's accomplishments, particularly Kelce's ease with dating the star despite the glare of the spotlight, adding, "I love the way that he celebrates her."

    Tran Donohue wants fellow Swift fans to know she wrote the script with them in mind.

    "There are so many Easter eggs," she said of little details added that a Swift fan would pick up on. "I put in as many as I could."

    Then, on Nov. 30, Hallmark will air "Holiday Touchdown: A Chiefs Love Story." Instead of a nod to Swift, it's an ode to family traditions and bonding, like rooting for a sports team. Hallmark's headquarters is also in Kansas City, so it makes sense why the company chose the Chiefs to be highlighted.

    In this story, written by Julie Sherman Wolfe, sparks fly when a new employee for the Chiefs organization (Tyler Hynes) meets a woman — played by Hunter King — whose family's dedication to the team goes back generations.

    Sherman Wolfe, a San Francisco 49ers fan, said she got the call a week after Super Bowl LVIII, when the Chiefs... Read More

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