Do Super Bowl Viewers Watch the Commercials?

Fred M. Beasley
Matthew D. Shank
Rebecca W. Ball

This study examines the visual attention levels of viewers of the Super Bowl in a sports bar. The findings are that (a) visual attention levels for the Super Bowl game were similar to attention levels for the advertisements; (b) on average, subjects visually attended to Super Bowl commercials 50% of the time; (c) attention levels for commercials varied depending on their location in a cluster of commercials and the time during the game that the commercial was aired; (d) visual attention levels of women were higher for the Super Bowl commercials than they were for the game.