mXP Study Reveals More People Enjoy Watching Super Bowl Commercials than the Game Itself

RHINEBECK, N.Y., Feb. 1, 2016 (GLOBE NEWSWIRE) -- Phoenix Marketing International's mobile experience platform, mXP ( has released the findings from a micro-study around Super Bowl sentiments, and the results may surprise you.

When asked what they most enjoy about watching the Super Bowl, consumers stated the following:

  • The commercials 31.16%
  • The game itself 25.44%
  • The halftime show 10.04%
  • The social aspect (Super Bowl parties) 8.89%
  • Other 2.55%
  • I don't watch the Super Bowl 21.92%

Overall, commercials are the biggest draw for watching the game, with over 6% more viewers stating they enjoy the commercials more than the game itself. Even broken out by age, all groups found commercials to be a significant motivator for tuning in. Each age group hovered around 30% of respondents marking commercials as the main draw.

The 55+ age group is the least likely to watch the Super Bowl, with 24% of respondents saying they don't partake. On the flip side, only 19% of Millennials claimed they will not be watching the game.

45-54 year olds are the most interested in the sport itself, with 30% of respondents in that age group marking the actual game as the primary motivation for viewing. The 55+ group trailed a little behind, with 28% stating they view the Super Bowl for the actual game.

Millennials tend to enjoy the halftime show more than any other demographic; 15% of these respondents marked the half time show as the main draw, with Gen Xers a close second (11%). Only 5% of 45-55 year olds cited the halftime show as being the most enjoyable part.

"The new mXP research shows that younger audiences are particularly interested in the halftime show-- more so than the other age groups we tested," said Katherine DiPlacito, Phoenix Marketing International Research Analyst. "Halftime show advertisers should note this insight."

Phoenix Marketing International will be speaking at The Quirks Event on February 24th @ 10:45 AM ET: mXP Programmatic Research: Real-Time Consumer Insights at Scale that You Can Take Action on Now:

About mXP

mXP, powered by SessionM, is a suite of mobile products that include Phoenix's best-in-class market research methods, vertical industry expertise, and advanced analytics. mXP products provide access to an extensive network of on-the-go consumers, sourced from 100+ million mobile device users and among a coalition of 1,700 integrated mobile apps. mXP provides marketers with insights quickly, acquiring more than 275,000 responses each day, allowing for accelerated delivery of decision-making information and answers to business critical questions.

CONTACT: Kristin Johnson, kristin.johnson@phoenixmi.comSource:Phoenix Marketing International