BLOG | by Victor Gras

Which would Americans prefer to attend today? The Oscars or the Super Bowl?

The worlds of sports and entertainment often cross but with the Oscars, the Super Bowl, the Grammys and the NBA All-Star game all coming thick and fast at this time of the year, we thought it would be interesting to compare the relative appeal of America’s top events.

To do that, we’re using a new tool we’ve developed called EventIndex. It tracks the US public’s opinions on more than 30 major sports and entertainment events every day, measuring 16 metrics, from Awareness to Intent to attend.

Let’s look at Intent. This measure asks the US public, if there were no obstructions with price or geography, which ONE of the listed events would they be most likely to go watch live?

The chart above shows you a snapshot of opinions as they stand today (using a four-week moving average). The results will almost inevitably favor events which are more fresh in memories but nevertheless, the Super Bowl is head and shoulders the hottest ticket for the US public, scoring twice as highly as any other event. The World Series comes in second, with the highest-placed entertainment property – the Oscars – making third place.

But an interesting thing happens when we filter for gender.

Although the Super Bowl stays at the top of the wish-lists for both sexes (top five only), the only other event they have in common is the World Series. For women, two entertainment properties make it into the top five (the Oscars and the Grammys), while for men it’s sport all the way. For men, the Grammys don’t even make the top ten, while for women they are third.

What’s our takeaway here? Well, it has to be the overwhelming appeal of the Super Bowl – both across the general population and the gender divide.

It’s almost certainly no coincidence that the Super Bowl is also probably the best at combining sport with entertainment. According to our data more people watched the half-time show this year (30.5%) than watched the whole game (26.1%). Maybe for next year’s Oscars, the Academy should start thinking about introducing some football during the breaks.

BLOG | by Victor Gras

VICTOR GRAS
Head of Client Services

Joining YouGov Sport in March 2018, Victor brings seven years of global sports sponsorship expertise. In his last role, he led Nielsen’s Market Intelligence activity across all US verticals, working with brands, rights holders and agency clients. He also worked previously with the New York Road Runners, where he helped TCS launch the title partnership of the NYC Marathon, as well as with the ASO, optimizing sponsorship strategies for the Tour de France and the Paris Marathon.

E victor.gras@yougov.com