:: superbowl :: Fewer young adults watching SB for the ads

+ According to the "2006 Super Bowl Consumer Intentions and Actions Survey" 33.4 million consumers (15.3% of survey respondents) said that commercials were teh most important part of the Super Bowl. More than twice that amount say the game itself is the biggest reason they watch. The survey also showed that the 18–24 age group are less likely to watch the game for commercials this year (18.5%) compared to 2005 (24.5%).

"With young adults redirecting their focus toward the game this year, advertisers are going to be pulling out all of the stops to attract their attention," said Mike Gatti, executive vice president of RAMA. "Knowing the impact of Super Bowl commercials on branding, we can expect to see nothing less than the best-of-the-best."

The survey was conducted by BIGresearch for the Retail Advertising and Marketing Association, a division of the National Retail Federation.

Maybe if the ads weren't such a let down they'd watch. Super Bowl ads are supposed to be something special, or at least have some sort of big memory hook to them. Probably only 5-8 will stick out and be remembered the next morning. Although which 5-8 will depend on the category that person falls into (male, female, age, etc).