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Arbitron has unveiled a custom sports study that profiles how adults aged 18 and older in Indianapolis and Chicago listened to and watched Super Bowl XLI on radio and television.
In the hometowns of the AFC and NFC contenders, Indianapolis fans bested their Chicago rivals in interest, attention and share of media coverage, according to Arbitron.
While a big event in both markets, a greater share of residents in Indianapolis expressed interest in the contest compared to their rivals in Chicago. Half of adults in Indianapolis followed the pre-game coverage ‘very closely’ (surprisingly, 49 percent of women and 50 percent of men) compared to 29 percent of adults in Chicago (23 percent of women and 35 percent of men).
Sports/talk radio was a big beneficiary of the run up to the game. More than half of the adults in both cities (54 percent in Indy and 52 percent in Chicago) said that they listened to sports/talk radio in the week before the game. Of those listeners, 37 percent said they listened ‘a lot more.’ In Chicago, an equivalent share of adults listened (53 percent), but only 14 percent said ‘a lot more.’
Radio reaped its greatest benefit from the pre-game and post-game coverage of the Super Bowl. More than one third (35 percent) of Indianapolis adults and one quarter (24 percent) of Chicago adults listened to pre-game, game or post-game coverage of the Super Bowl on the radio.
As for watching the game, 93 percent of Indianapolis adults and 82 percent of Chicago adults watched some part of the pre-game, game and post-game coverage on television; 39 percent of Indianapolis adults paid ‘very close attention’ to the television commercials compared to 37 percent of Chicago adults.Among those who followed Super Bowl coverage ‘very closely,’ one half (48 percent) of Colts fans and one quarter (25 percent) of Bears fans said they would be more likely to buy from a company sponsoring the team.
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