Infographic Snapshot: How Millennials & Gen Z Watched The Super Bowl

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing

We have the play-by-play on how young viewers tuned in for the Super Bowl, from how they watched the game to who they watched it with and more. We also asked why they watch the game in the first place, and some told us their primary reason wasn't the game itself...

Despite the downfall of traditional TV, Millennial & Gen Z viewers continue to tune in live for what could be called the biggest sports broadcast event of the year: the Super Bowl. Digital natives aren't just watching the action on the field though, they're making it an event and having IRL get-togethers with their family and friends. Not only do their viewing habits reflect the fact that they're meeting up in person to watch the game, but their spending does as well. The National Retail Federation predicted that fans would spend $15.3 billion on food, merch, and more with 25-34-year-olds leading the way spending an average of $118.43 per person. Eighty-two percent of those who planned on watching the game said they're buying food and beverages and 8% planned to purchase decorations, according to MediaPost. Another reason they're tuning in besides quality bonding time? The halftime show. Our stats show that halftime is increasingly a motivating factor for young viewers, sometimes more so than the sport itself. Not to mention the Super Bowl ads, which keep them tuned in from start to finish to see which ads rise above the clutter and which use their spot to take a political stance (we asked their thoughts on that as well). Find out more, as well as how young viewers watched, why the watched, and how they feel about the event, in our infographic snapshot: 

 

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing

To download the PDF version of this insight article, click here

 
 

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The Newsfeed

Quote of the Day: “I like playing and talking about [Animal Crossing] with other people. It's nostalgic for me since I've been playing games from the series from a young age.”—Female, 22, PA

Which brands had the most YouTube subscribers in 2018? In media, Warner Bros. topped the list with 6.4 million subscribers, followed by BBC and ESPN. Apple beat out last year’s winner for tech PlayStation, while Red Bull and Ford remained the reigning champs of food and beverage and automotive, respectively. Finally, Nike was first place in the clothing category for the second year running, with 30,000 more subscribers than their closest competitor, Adidas. (Tubefilter)

A “Little League for esports” is fostering future esports stars—and fans for life. Super League Gaming is bringing some much-needed organization to youth competitive gaming, building teams of young Minecraft, League of Legends, and Clash Royal players, helping them train and compete. But the program isn’t just for the next Ninja; just like traditional sports, kids get a sense of community among like-minded friends. (AP News)

Nielsen reports that Millennials actually consume less media than older demos, but more of it is digital. While the average adult consumes over ten hours of content a day, 18-34-year-olds spend less than eight hours with media. And the heaviest smartphone users are 35-49-year-olds, who spend 20 minutes more each day on average with their phones than Millennials. However, the younger demo does spend 44% of their media time with digital devices, more than older demos that spend more time with TV as they age up. (THR)

Vitaminwater is wagering $100,000 that you can’t give up your smartphone for a year. Contestants have to disconnect from internet-enabled devices where “texting is a pleasant experience” for 365 days and post a pic to Twitter or Instagram explaining why they need the digital detox. And when the year’s up, they have to prove it. Considering that 65% of 13-36-year-olds told Ypulse they would be unable to unplug from their smartphones for a week, earning that $100,000 may be harder than they know. (Fortune)

Hard seltzer revenue skyrocketed over 400% over the past 18 months. White Claw leads the way for the category with top-of-the-results organic search (they’re the number one Google result for “hard seltzer”) and a social media presence that focuses on health and wellness-related imagery. Sparkling water is already one of Millennials’ favorite things to drink, and its hard version could rise through the ranks of their top alcoholic beverages. (Gartner)

Quote of the Day: “People call [video game culture] nerdy but I see nerdy as a positive connotation.”—Female, 28, MA

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