Jon Lafayette, Broadcasting & Cable
During the Super Bowl, texting, social media, and searching scored bigger among multitasking viewers than the Denver Broncos.
According to research by media buying agency MediaVest, of the viewers who watched the Seattle Seahawks dominate the Broncos, 41% used their smart phone while viewing, 31% used their personal computer or laptop, and 20% used their tablets.
That means that spending $4 million for Super Bowl commercials isn’t a sure bet for marketers, unless they have a solid multiplatform strategy, the agency said. On the other hand, new media platforms have created opportunities for brands that don’t have Super Bowl budgets.
Viewers were using social media during the Super Bowl. “For marketers, social media is of equal or greater importance than TV for many viewers,” MediaVest said.