Intellicast S6E4: Dennis Devlin and Jeff Jones of Clarity Research & Strategy
February 7, 2023
Is This Trump’s Third Run or His Indictment?
February 13, 2023
Super Bowls account for 30 of the 32 most-viewed, single-network television events of all time for a reason. They offer something for everyone, whether it’s the multi-million dollar advertisements (we hear you, marketers), the star-studded halftime shows, or the actual sporting event itself.
In our latest round of research-on-research we took an interest in celebrity awareness. Here is a look at awareness of Prince, Beyonce, and Rihanna — all Super Bowl halftime show performers (Rihanna will be playing at this year’s Super Bowl!)
Overall, Beyonce has the highest awareness levels at 85%. Rihanna falls just behind her at 82%. Sadly, Prince has the lowest awareness, 10% less than Beyonce. This is heartbreaking as I am a huge Prince fan and believe he had the best halftime show ever.
Gender
By gender, females are more aware than males of each of these celebrities. The largest difference is seen in awareness of Beyonce as females are 10% more likely to know who Beyonce is. However, both males and females have the highest awareness of Beyonce out of these celebrities.
Age
When it comes to age, we see quite a few differences among awareness levels. The older someone is, the more likely they are to be aware of Prince with a 32% difference between 18–24-year-olds and 55–64-year-olds. Further, 18–24-year-olds have the lowest awareness of these celebrities, with the lowest being Prince followed by Rihanna and Beyonce, respectively. This makes sense as both Beyonce and Rihanna make music targeted to a younger generation.
Panel
Finally, we looked at awareness by panel. Panels I and P have the lowest awareness levels across all three musicians, while Panels J and O have the highest awareness levels. We see the largest difference in awareness between Panels I and O where there is a 25% difference in awareness of Prince. This is followed by a 20% difference between Panels J and P in awareness of Beyonce. There is also an 18% difference between Panels J and P in awareness of Rihanna.
As we see here, awareness levels vary by both demographic and panel. This can be due to differences in panel makeup, incentive, management, and more. Differences like these can have a significant impact on your data. For instance, if you only looked at responses from Panel P, you might think no one knows who Rihanna is and not ask her to perform at the upcoming Super Bowl! On the other hand, if you only looked at Panel O, you might invite a Prince impersonator on stage (which would be great, by the way.) That’s why we recommend strategic sample blending to ensure your research yields data you can trust.
