Eleven percent of respondents told us they were surfing the Web as they watched the game, but that clearly did not translate into high intent to try the advertisers' products. Active Research's Super Bowl advertising survey interviewed 545 consumers and was conducted from Sunday, January 30 to Friday, February 4. The independent survey was not conducted on behalf of any of the companies or advertisers mentioned.
Findings have a margin of error of plus or minus three percent.
Active Research Survey Methodology Active Research continuously collects information from hundreds of thousands of e-commerce consumers directly at the point of shopping at more than 35 portal and consumer information sites. Through its partner network, Active Research can measure actual consumer behavior and deliver statistically accurate results within days to clients of its ActiveFlash customer survey service. All information is collected with the shopper's permission. Anonymity is strictly enforced and the individual's identity rigorously protected. About Active Research Active Research provides Web-based Market Research Automation services, including surveys of actual shoppers every month through its network of buyer's guides.