Watching the Super Bowl watchers
While companies like Stats, Inc. were calculating the Broncos' and Seahawks' passes, tackles, yards and scores during Sunday's Super Bowl, market research firm Lab42 was tracking the stats of game-watchers.
Lab42 surveyed 500 Super Bowl viewers 18 and older in the United States, quizzing them on everything from bathroom breaks to commercial preferences. Check out some of the results.
• Thirty-five percent of survey respondents said the Red Hot Chili Peppers' "Give It Away" was the highlight of the halftime show. (While 100 percent of Broncos fans I just invented thought the song hit too close to home).
• Thirty-two percent of respondents (and 100 percent of Lifetime viewers and crazy cat ladies, I would imagine) said Bruno Mars' performance of "Just the Way You Are" was the best part of the halftime show.
• Eighty-five percent of respondents watched the game until the very end, with 44 percent of people saying they became more active on social media as the game went on. (Forwarding that Peyton Manning/Olivia Pope "Scandal" meme, perhaps?)
• Eighty-three percent of respondents said they used a "second screen" during the game, with 38 percent saying they used their smartphone the most. Twenty-nine percent divided their attention between a TV and their laptop, followed by tablet (14 percent) and desktop computer (10 percent).
• Facebook was the most popular social network used during the game, with 83 percent saying they used it the most. Eleven percent said they were most active on Twitter. (No official word on the number of people who got bored of the blowout and turned to Tinder, instead.)
• Sixty-five percent of respondents said social media has made the Super Bowl much better in the past 10 years.
• Forty percent of respondents said the commercials were their favorite part of the Super Bowl. (Can you blame 'em this year?)
• The "Full House" reunion of John Stamos, Bob Saget and Dave Coulier in the Dannon Oikos commercial was the respondents' favorite commercial cameo, earning 16 percent of the vote. Ellen DeGeneres came in a close second with her Beats Music ad (12 percent), followed by The Muppets and Terry Crews for Toyota Highlander (11.5 percent) and Tim Tebow for T-Mobile (11.5 percent).
• Fifty-three percent said this year's Super Bowl ads were more creative than ads shown during regular programming throughout the year. Forty-three percent said they were more memorable. (One hundred percent of advertisers who paid roughly $4 million per 30-second spot said: "THEY BETTER HAVE BEEN!")
• Thirty-five percent of respondents preferred to use the restroom during the game, as opposed to just 12 percent who were willing to miss the commercials. (Adorable Budweiser puppy > Peyton Manning's puppy-dog pout.)
• Twenty-one percent went to the bathroom before the game started (iron bladders!) and 13 percent skipped Bruno Mars, hitting the head during halftime.