If you think you are the only one watching those ads, think again.  Companies pay big bucks to air their ads during the Super Bowl because it "can" mean big returns.  It can also be a bust. 

Even the stock market watches how the game and the ads go.  So check out this information about how what you see - affects what you buy and so much more.

And by the way, if you think men are the only ones watching - and making decisions on what they see - think again.

GRAND RAPIDS, Mich., Jan. 31 /PRNewswire/ -- A newly released Hanon McKendry poll conducted by Harris Interactive shows that 57 percent of U.S. adults who plan to watch Super Bowl XLII will tune in as much or more for the commercials as for the game.

The survey aims to quantify the draw of Super Bowl commercials among the more than 90 million viewers expected to watch the Super Bowl this year(1). Commissioned for the third consecutive year by Hanon McKendry/The Brand Consultants, the poll indicates that 19 percent of viewers will watch the Super Bowl mainly for the commercials, while 38 percent will tune in as much for the commercials as for the game. The results mirror those in 2007 when 56 percent of U.S. adult viewers planned to watch as much or more for the ads.

Survey Confirms Super Bowl is More than a Sporting Event

The 2008 Hanon McKendry Super Bowl Survey found that 68 percent of U.S. adults plan to watch Super Bowl XLII. The 2007 survey, picked up by the Wall Street Journal, reported similar results with 70 percent of U.S. adults planning to tune in. Super Bowl XLI drew an estimated 93.2 million viewers, making it the third most watched program in television history.

"Super Bowl advertising has become big entertainment," said Hanon McKendry founder and principal Bill McKendry. "With nearly 7 in 10 adults planning to watch the game, and over half of those doing so as much for the ads as for the action on the field, this survey confirms that the Super Bowl is the perfect place for marketers to broaden their appeal. And trends show they're getting smarter about maximizing their Super Bowl investments, mostly through Internet activities before and after the game."

The 2008 survey confirms consistently high interest in the ads among women.

-- While the overall percentage of women who plan to watch the Super Bowl has dropped slightly from 64% in 2007 to 60% in 2008, the percentage of female viewers who will tune in as much or more for the ads rose from 61% to 65%.

-- At 40% (male) and 35% (female), a consistently high percentage of men and women who plan to watch say they'll do so equally for the game and the commercials.

-- Female viewers are three times as likely as male viewers to watch primarily for the commercials (30% women vs. 10% men).

The survey did not bear out any statistically significant regional differences in expected viewership.

"With two Northeast powerhouses in this year's match up, we expected viewership to vary somewhat regionally. That doesn't seem to be the case," observed McKendry. "What is clear is that no matter who's on the field, the ads continue to generate strong interest, particularly among women."

Source: Hanon McKendry