According to G&R’s 2023 Annual Super Bowl Viewership Study, 30% of adults who watched the broadcast reported that religion is very important in their lives. In contrast, 27% of viewers reported that religion is not at all important.1
The survey showed interesting results about the similarities and differences between those two groups, and how they engage with the Super Bowl and its advertising.
Advertising Engagement and Super Bowl Viewership
People who say religion is very important have more favorable attitudes about advertising in general those who say it is not important. They are twice as likely to say they enjoy looking at advertising, feel it helps them stay up-to-date about products and services that they need or want, and believe that advertised brands are higher quality than unadvertised brands.
They also differ in aspects of how they watch the Game. Those who say religion is very important tend to:
- Watch more of the telecast, including the pre-game and post-game shows;
- Watch the broadcast with others and discuss the advertising as it airs;
- Be more social and more likely to influence others and post on the Internet; and
- Be more interested in the commercials by reading about them and watching them again.
Demographic Differences
Respondents who consider religion very important are more similar than different, demographically. Specifically, those who say it is very important are more likely to be women and Black/African American than those who say it is not important. Interestingly, too, they are more likely to be Republican and Conservative, and less likely to be Independent.
According to Stefanie Dursin, G&R Principal, “The correlation between the importance of religion in a person’s life and behaviors surrounding Super Bowl advertising engagement is particularly interesting. People who say religion is very important in their lives represent the mainstream audience, but with skews on key demographics like gender, ethnicity, and political beliefs. They are also more engaged Super Bowl viewers, making them a valuable asset for political and brand marketers.”
The correlation between the importance of religion in a person’s life and behaviors surrounding Super Bowl advertising engagement is particularly interesting. People who say religion is very important in their lives represent the mainstream audience, but with skews on key demographics like gender, ethnicity, and political beliefs. They are also more engaged Super Bowl viewers, making them a valuable asset for political and brand marketers.
About G&R:
G&R is an advertising and marketing research company based in Pennington, New Jersey. Founded by George Gallup and Claude Robinson in 1948, G&R has helped leading companies understand the effectiveness of their advertising and improve its contribution to their business. For each of the last 25 years, the company has tracked the quality of Super Bowl advertising by polling viewers on the day after the game about commercials they remember, their reactions to them and attitudes towards the viewing experience.
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Press Contact: Stefanie Dursin
(609) 730-1550
stefanie.dursin@gandrllc.com
- 94% of respondents who said religion is very important identified as Christian (Catholic, Protestant, Orthodox, Non-Denominational, or other Christian denomination). ↩︎
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