Published
February 2016
Topics

In the digital age, February's Big Game is about so much more than what happens on the field. It's about the anticipation, the predictions, the ads, the halftime show, the snacks, the post-game analysis, and the highlights. For all this and more, Canadians turn to YouTube.

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<p>In the digital age, February’s Big Game is about so much more than what happens on the field. It’s about the anticipation, the predictions, the ads, the halftime show, the snacks, the post-game analysis, and the highlights. For all this and more, Canadians turn to YouTube.</p> <p>When Big Game viewers (ages 18-54 who look for game-related information) turn to youtube:</p> <p>32% before the game</p> <p>22% during the game</p> <p>76% after the game</p> <h2>Pre-game prep goes digital</h2> <p>Yummy Starts on YouTube</p> <p>Lots of Big Game watchers are in it for the love of the snacks—and they turn to YouTube to help create the ultimate spread. Among 18–54-year-old Canadian Big Game viewers:</p> <p>- 35% of those who look for Big Game info turn to YouTube for party planning tips and recipes.</p> <p>- 1 in 5 use YouTube as an inspiration for snacks, recipes, and beverages/alcohol.</p> <p>- In a neck-and-neck, Canadians revealed their favourite Big Game snacks.</p> <p>#1: Wings</p> <p>#2: Nachos</p> <p>#3: Pizza</p> <h2>Game time means ad time</h2> <p>Kickoff signals the start of play on the field-and off.</p> <p>840M minutes spent watching Big Game ads globally on YouTube in 2015. That's more than double 2014.</p> <p>20% of Big Game viewers watch just for the commercials</p> <p>Is it Halftime Yet?</p> <p>Coldplay may be the halftime headliner, but based on YouTube views, Canadians might just cheer louder for Beyoncé</p> <h2>When the clock runs out, YouTube stays on</h2> <p>For game-related information after the live broadcast, 18–54-year-old watchers choose YouTube:</p> <p>- 76% = YouTube</p> <p>- 57% = social media</p> <p>- 49% = broadcast network websites</p> <p>- 37% = TV</p> <p>For news and highlights, the world can’t get enough YouTube.</p> <p>To catch their favourite ads, YouTube is also the top place 18-54-year-old Canadian Big Game viewers go after the game.</p> <p>1.4B minutes spent watching football highlights and news on YouTube in 2015.</p> <p>Watch time for news and highlights has grown 202% YoY.</p>