The Australian audience watching the Super Bowl

By Paige Murphy | 13 February 2020

The Super Bowl is growing in popularity among Australians.

This year, Amobee partnered with Publicis Sport & Entertainment in Australia to provide Publicis' clients with an analysis of this year’s Super Bowl event.

Insights reveal interest across 25 to 65-plus age groups with a slight over-index across 45 to 54 years old.

The data found on the day of the Super Bowl engagement from Australians was double that of the State of Origin final game.

This audience watching the game’s top visited sports sites show they have a strong interest in football as well as Ultimate Fighting Championship (UFC), Asian Football Confederation (AFC), National Rugby League (NRL) and cricket.

The same audience is currently considering a seven-day free trial game pass to watch the National Football League games on Playstation Vue Live TV.

Data also revealed this audience are “news junkies” with a keen interest in reading about politics and renewable energy.

News stories such as the US presidential elections and the Australian bushfires have been popular among the audience.

The younger audience is over-indexing in the entertainment category driven by recent content around Golden Globes, Coachella and local music events in Sydney and Melbourne.

Other notable characteristics that Amobee’s data discovered about the audience include that they are likely to be pet owners and DIYers.

The most effective ads
Using its Brand Intelligence tool, Amobee dug into the Super Bowl ads that gained the most interest and online consumption behaviour.

Providing insight into TV ad effectiveness, Amobee found that Quicken Loans topped the charts on brand association with the Super Bowl following the quirky and humorous ad spot containing a skinny Jason Momoa.

Jimmy Fallon's Michelob ad followed closely behind, with Doritos, SodaStream and NY Life Insurance rounding out the top five brands most closely associated with this year's event.

Between Shakira and Jennifer Lopez, Super Bowl was 57-times more likely to be consumed with Shakira vs 41-times with Jennifer Lopez.

However, sentiment was not all positive for the two performers as some negative content surfaced as their performance was judged too revealing by parents and conservative Christian activists.


Shown in the graph above are the Super Bowl Ads ranked by associations skew, accounting for the related interest ratio. Timeframe analysed: 26/1/2020 to 11/02/2020. Geo: Australia only.  

Amobee's proprietary Brand Intelligence tool analyzes digital content engagement and consumer sentiment historically and in real time.

Brands can instantly discover content, sentiment, and trends that their target audience is interested in, and activate media leveraging these insights in real time, delivering powerful results.


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