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Super Bowl viewers support social justice ads, study says

John Hazard Dive Brief:

Sixty percent of U.S. adults will tune into the Super Bowl on Feb. 7, and 60% of those said it’s appropriate for brands to support social justice in ads during the big game, market researcher Morning Consult found in a survey.

Additionally, 77% would approve of ads urging U.S. consumers to wear masks during the pandemic. While most likely viewers of the Super Bowl said social justice messaging is appropriate, 54% also considered ads that get “political” as inappropriate.

People who don’t plant to watch the game tended to be more disapproving of social justice messaging, with 45% saying it is inappropriate and 39% describing it as appropriate, the survey found.

The findings indicate that while most Americans plan to watch the Super Bowl in February, and many are open to seeing advertising that supports causes, viewers still want to be entertained, with 63% of likely Super Bowl viewers saying that funny ads are their favorites.

Dive Insight: It’s too early to tell whether this month’s rollout of COVID-19 vaccines will affect people’s plans to gather to watch the game, though 70% said they don’t plan to attend a Super Bowl party, according to […]

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