"The Super Bowl is the biggest day of the year for advertising. Even brands that don't spend millions to advertise during the Big Game will be paying close attention to see how everything plays out. A new report from Lucid reveals how viewing preferences and behaviors vary across age groups, and also how the metaverse is changing the usual dynamic between advertisers and consumers."
"The Super Bowl is nearly here. And if there's one thing that the Big Game reminds us of every year, it's that consumers are fickle. An advertising strategy that was a huge hit one year may be a complete and total flop the next. It's crucial, therefore, for brands - whether or not they're advertising during this year's Super Bowl - to keep a weather eye on ever-shifting consumer preferences and behaviors."
Super Bowl commercials influence younger consumers far more than older ones: 55% of Millennials and 50% of Gen Z report post-game buying impact, versus about 20% for adults 42 and older. Millennials prefer purpose-driven ads and expect brands to address real-world issues; 72% want Super Bowl ads to tackle topics like COVID-19, racial justice, and equality. Familiarity with the metaverse is substantial at 58%, creating opportunities for immersive brand experiences. Generational differences in viewing and purchasing behavior require adaptive advertising strategies to maximize post-game sales and engagement.
Read at The Drum
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