Century 21 Real Estate LLC Releases Details of Its Big Game Survey
Results Show Home Is Where Most Prefer to Watch the Game
PARSIPPANY, NJ -- (Marketwire) -- 01/22/13 -- Century 21 Real Estate
LLC, the franchisor of the world's largest residential real estate
sales organization, today announced the results of its Big Game
Survey. CENTURY 21(R), an advertiser in this year's Super Bowl(R),
recently surveyed Americans about their game-watching and party plans
during this year's game. The results revealed an overwhelming
majority of Americans consider the home to be the best place to tune
into the Big Game and that a number of factors contribute to making
the party a success, including the comforts of home, good food and,
of course, a big screen television.
Key findings include:
-- Home is where the game is. Nearly nine in ten Americans who plan to
watch the Big Game (88 percent) agree home is the best place to catch
the action. In fact, 84 percent indicated they will watch the game
this year in their home, a friend's home or a family member's home as
opposed to other venues including bars and restaurants.
-- Comfort, comfort, comfort. 66 percent of those who plan to watch the
game at their own home or someone else's said a comfortable and/or
relaxing atmosphere is the leading reason why they opted to watch the
game there. In fact, the most popular benefit of watching the game at
home instead of a bar is the ability to easily find a comfortable seat
with 58 percent of U.S. adults citing this as a benefit. Not far
behind was the advantage of not having a huge crowd blocking the view
of the television, which drew 48 percent of the vote.
-- In good company. 63 percent of women value good company as a critical
factor to making a good Big Game party, compared to 57 percent of
-- However, 46 percent of U.S. males indicated that aside from
holidays and birthdays, the Big Game is their favorite reason to
get together with family and friends at someone's home (compared
to 39 percent of U.S. females).
-- What makes a good house party? Nearly three-quarters of Americans (72
percent) said food and drink are among
the most critical factors in a
successful Big Game party.
-- Party Too Hard? After a long day of eating, drinking and
touchdown-cheering, those aged 18-34 are most likely to indicate that
they have called in sick to work the next day after a Big Game house
party (22 percent). And of all hooky players -- men are more likely to
do so than women (14 percent compared to 9 percent).
The CENTURY 21 brand advertised during the Super Bowl for the first
time last year. This year, the CENTURY 21 commercial will be
broadcast in the third quarter, during the game's first commercial
break after halftime. In addition, the brand will also sponsor an
hour-long pre-game show and air ads eight times prior to kick-off.
"For millions of Americans who tune in, it's not just about the game
and the commercials, it's about getting together with friends and
family in the home," said Bev Thorne, Chief Marketing Officer of
Century 21 Real Estate LLC. "This game represents the last great
American campfire and we thought it'd be fun to take a look at the
role the home plays in what has become an iconic cultural event."
Additional findings include:
-- Time to Relax. 76 percent of Americans who plan to watch the
championship game said they like to watch the game at home in their
pajamas or comfortable clothes, with women supporting this notion even
more so than men (83 percent vs. 70 percent).
-- Bathroom breaks! Nearly half of U.S. adults (46 percent) cite cleaner
bathrooms as a benefit of watching the game at home.
-- Did you see that?! Men are four percent more likely than women to cite
"being able to control instant replay with the DVR" as a reason to
watch the game at home (26 percent compared to 22 percent).
-- Savory over sweet. For American adults, snack foods such as chips and
dip lead the way with 22 percent of the vote for the best Big Game
party food. Not on the menu? Sweets such as cookies and brownies only
drew in two percent of the vote.
-- Hot dogs are ready! Not surprisingly, 23 percent of Americans in the
warm-weathered South indicated grilled specialties such as hamburgers
and hot dogs are the best foods, compared to only 12 percent of those
from the chilly Northeast.
-- It's all about big screens. 52 percent of U.S. adults said the qu
of the television (e.g., size and resolution) is a critical factor to
throwing a successful party for watching the game at home.
-- Staying connected. 36 percent of those who plan to watch the Big Game
indicate they will use media devices other than their television to
supplement the game-viewing experience.
-- 42 percent of U.S. adults who will be using additional devices
during the Big Game say they will be doing so to check sports news
apps on their phone or tablet for breaking, behind-the-scene
-- 52 percent of U.S. adults who use social media indicate they will
also be using social media during the game.
-- Those age 18-34 (30%) are much more likely than any other age
group to use their phone to supplement their viewing experience
(age 35+ is only 10%).
-- Those aged 18-54 who use social media are much more likely than
those 55+ to use social media during the Big Game to talk about
the commercials (32 percent vs. 17 percent).
-- During the game, the leading topic of conversation among friends
is the game itself (30%).
-- Lastly, it turns out on this day it really is all about two
things: the game itself and the commercials -- that's right, only
6 percent of U.S. adults who use social media indicated they plan
to chat with friends via social media about the cheerleaders.
*Super Bowl(R) is a registered trademark of the National Football
This survey was conducted online within the
United States by Harris Interactive on behalf of Century 21 Real
Estate LLC from December 11-13, 2012 among 2,893 adults age 18+. This
online survey is not based on a probability sample and therefore no
estimate of theoretical sampling error can be calculated.
About Century 21 Real Estate LLC
Century 21 Real Estate LLC
(CENTURY21.com) is the franchisor of the world's largest residential
real estate sales organization, providing comprehensive training and
marketing support for the CENTURY 21 System. The System is comprised
of approximately 7,000 independently owned and operated franchised
broker offices in 73 countries and territories worldwide. Century 21
Real Estate LLC is a subsidiary of Realogy Holdings Corp. (NYSE:
RLGY), a global provider of real estate services.
Copyright2013 Century 21 Real Estate LLC, A Realogy Company. CENTURY
21(R) Is A Registered Trademark Owned By Century 21 Real Estate LLC.
An Equal Opportunity Company. Equal Housing Opportunity. Each CENTURY
21 Office is Independently Owned and Operated.
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Century 21 Real Estate LLC
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