Super Bowl 2024 | The Game, The Ads, The Post-Game Actions

4A’s Research partnered with Researchscape, an agile market research consultancy, to survey 1,378 U.S. adults aged 18+  on February 12, 2024 about Super Bowl viewing and advertising.

Why did you watch the Super Bowl?

 

 

The majority (51%) of Baby Boomers watched the Super Bowl for the football game.

Compared to other generations, Gen Z was more interested in the halftime show, while Millennials were more interested in checking out the ads. 

What network did you watch the Super Bowl on?

 

Favorite Commercials

According to our survey, the top three favorite 2024 Super Bowl commercials are:

Consumers react to their favorite ads:

Dunkin’

Budweiser

State Farm

As the survey shows, funny ads and those with celebrity and animal appearances still lead in what consumers want to see in Super Bowl ads.

Feeling Represented
Post-Viewing Actions
Representation and Purchase Likeliness