Billboard ad features former NFL fullback Colin Kaepernick near Raymond James Stadium in front of Super Bowl LV. (Patrick Smith, Getty Images)
Most Americans do not like to see political statements of brands, according to a new poll on the upcoming Big Game in commercial advertising.
A Morning Consult poll conducted on January 25-26 asked dozens of questions about the Super Bowl, regarding everything from the halftime program to seeing if the game is even a major issue this year. And of course, a lot of questions about the ads. The Super Bowl is the super bowl of ads, so it makes sense that it would be a big part of the poll before the game.
Among the many questions regarding advertising, the first topic was about political content in brand advertising. With the specific question: “Do you think it is appropriate for brands or businesses” to make political statements? “
Adults only 13% call it ‘very appropriate’ and 23% answered that it is ‘somewhat appropriate’. But 23% said it was ‘not appropriate’ and that the largest number, 28%, selected “not suitable at all.” This is a majority who find political messages in brand ads to be “inappropriate”.
Also in the survey, respondents were asked about how much they enjoy watching especially Super Bowl ads that make a political statement.
A small 7% of the respondents said that they like the ads a lot, and only 15% said that they enjoy it “somewhat”. A larger 21% said they did not enjoy “a lot” but a huge amount 41% said they did not enjoy them “at all”.
This is 62% who do not like it, or put another way, only 7% of the people really enjoy them.
In a somewhat contradictory result, the survey found that 59% of Americans find social justice messages in advertising at least somewhat relevant, compared to 28% who find the messages to some extent “inappropriate” in brand advertising.
Regarding the message of social justice messages in Super Bowl ads specifically, 20% of adults said that they really enjoy watching such ads and 25% that they enjoy it “somewhat”. There were 13% who said they did not enjoy it “very much”, and 24% said they did not enjoy it “at all”.
These are narrow numbers, with social justice slightly more favorable than unfavorable, but with more people strong teen as strong for. Nevertheless, a clear different outcome of the political pronouncements.
Obviously, there are different results for different demographics if you break it down. Men, for example, were less likely to enjoy social justice ads than women, but rather political statements than women.
Republicans do not enjoy large-scale political statements in Super Bowl ads (68% to 12%). Democrats also do not largely enjoy political pronouncements in the ads, but the margin is not as pronounced (51% to 34%).
Among Republicans, there are ads that promote social justice not enjoy (60%) much more than they enjoy (24%), while the opposite is true with Democrats, who largely enjoy (66%) social justice messages in advertisements, rather than not enjoying them (20%).
There was also an interruption by the party regarding advertisements promoting civil rights.
Do you have a tip we need to know? [email protected]