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Super Bowl ads prompt mobile use

Thirty-nine percent of Super bowl fans used mobile devices in response to TV advertising during Super Bowl XLVI.

The survey conducted by InMobi polled 1,101 viewers and also found that 45% expected to spend at least 30 minutes on their mobile phone during the game.

Thirty percent used mobile devices during commercials and nearly twice as many used devices during the first half compared to the second half of the game.

The data covered devices from all of the major mobile platforms in the US market including iOS and Android.

“Mobile is an amazing channel for reaching consumers when they are in a lean-back entertainment-oriented mindset,” says InMobi North American vice-president and managing director Anne Frisbie. “Savvy advertisers will allocate more dollars to mobile advertising, either in conjunction with TV ads or through mobile-only advertising campaigns during similar sporting events and key holiday weekends throughout the year.”

David Hing, London