Super Bowl LIII
by the Numbers

For many viewers, the clash of competing Super Bowl ads is as thrilling as Hail Marys and trick plays. To dig deeper, Qualtrics asked Super Bowl viewers before and after the big game to tell us about their experience watching big brands battle in the ultimate arena of ideas.

Do you remember the halftime sponsor?

of viewers are able to correctly name

Pepsi

as the Halftime show sponsor.

The same number of people (46%) were able to correctly recall one of Adam Levine’s tattoos.

Top Super Bowl Moments

20%

of viewers’ favorite moment was when Gladys Knight sang the National Anthem
followed closely by Spongebob and Shirtless Adam Levine

Most common Super Bowl ad themes

When did it get boring?

24%

of viewers lost interest in the game by the end of the second quarter.

59% didn’t lose interest at all.

Was it political this year?

32%

of viewers say the Super Bowl was political this year

Ads that most effectively produced interest in their products

  1. Alexa / Trial disasters
  2. Pepsi / Steve Carell
  3. Bud Light / Corn Syrup
  4. Verizon / First Responders
  5. Bubly / Michael Bublé

Why we watch

When we watch

91%

of viewers only see the ads during the game, not online before or after

Super Bowl 2018 Ad Recall

50%

of viewers were unable to recall any ads from last year's Super Bowl.

Hazy halftime show

64%

of viewers who watched last year’s 2018 Super Bowl could not recall who the halftime show musical artist was.

Next up in 2020

The most wanted halftime shows for the upcoming 2020 Super Bowl are:

Likes and Dislikes

Beat the Pros

30%

of viewers think they have an idea for a Super Bowl ad that is better than the real ones

Where the most people think they have a great ad idea:

the Southeast

Super Bowl ads improving

43%
30%

of viewers say ads have gotten better in the past five years

of viewers say ads have gotten worse in the past five years

Alcohol and recall

64%

of 2018 viewers who drink say they drank so much alcohol they didn’t remember the ads

Alcohol and focus

66%

of 2018 viewers who drink say alcohol starts affecting their focus on the game by the 3rd quarter

Ads and social issues

7%

of viewers say a Super Bowl ad has definitely changed their mind about a social issue

Politics and ads

58%

of viewers say that Super Bowl ads should not tackle political issues

Sleep or Super Bowl

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Sample size Details:
Qualtrics conducted two separate studies between January 31st and February 6th, 2019.
Statistics addressing 2018 Super Bowl and general advertising: 1,000 respondents. Margin of error is 3.1% at the 95% confidence level.
Statistics addressing 2019 Super Bowl: 660 respondents. Margin of error is 3.8% at the 95% confidence level.