Super Bowl Alert: How the inauguration is impacting Big Game commercial plans

Plus, the soda wars fall flat.

Super Bowl Alert: How the inauguration is impacting Big Game commercial plans

Super Bowl skepticism

There are lingered doubts over whether the Big Game will truly kick off on Feb. 7, according to an AdColony survey. More than a quarter of respondents expect the game to be canceled due to COVID-19.

But assuming the game does happen, Super Bowl viewers are looking for the commercials to tickle their funny bones. According to the study, 81% of respondents said they are most interested in watching funny ads. Just 36% said they were looking for emotional or heartwarming ads. The least popular were political or social ads, with just 11% saying they were most interested in that type.

In terms of how people will watch the game, while 70% will still turn to traditional TV, 25% plan to watch through connected TV, a 12% increase from last year. And thanks to COVID-19 there will, unsurprisingly (and thankfully), be fewer Super Bowl parties this year. According to the AdColony survey, 69% said they don’t plan to host a party.