With a projected 200.5 million viewers, Super Bowl LVIII is set to break records. Unlike many sporting events, the Super Bowl attracts a very diverse viewership, allowing advertisers to reach multiple target audiences with their message.
64% of this year’s viewers will tune in to the Super Bowl LVIII broadcast primarily to watch the big game. 9% of viewers will tune in primarily to watch the halftime show, and 4% of Super Bowl viewers are really Super Bowl party socializers. (My Mom called them talkers, when she was being polite).
Considering the lengths people will go to avoid advertising (online ad blockers, email filters, etc), a whopping 23% of viewers will tune in primarily to watch the commercials. Super Bowl viewers are also big spenders, dropping an average of $85.00 on Super Bowl-related expenses.
This year you can expect to see twice as many candy and/or sweets advertisers than any other year. If those brand managers are reading the mood of the country correctly, reminding viewers of the relaxing joy that a candy bar break can bring, if only for a brief moment, should be a good marketing investment. The significant amount of younger viewers brought to the game this year, via the Taylor Swift factor, makes the Super Bowl broadcast a great place to sell candy.
