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Beyoncé Beats Super Bowl XLVII Ads and Football Game

Hampton University budding PR pros survey social media use, while rating the show's best and worst.

Entertainer extraordinaire Beyoncé beat the Super Bowl XLVII advertisements and the football game in the 4th Annual Super Bowl Best and Worst Survey by the Scripps Howard School of Journalism and Communications (SHSJC) public relations students at Hampton University.

Seventy-seven percent of the SHSJC PR students rated the half-time performance by Beyoncé as the best part of the Super Bowl XLVII special event produced by CBS Sports and the National Football League (NFL). Twenty-one percent said the game was the best part and only two percent liked the commercials best. In fact, 32 percent rated the commercials as the worst part of the program.

Since this was the second year that portions of the Super Bowl were streamed Online, students were asked about the devices they used to watch the show, as well as their use of social media networks during the program. One hundred percent of the PR students watched on a television, of which 11 percent also used a desktop, laptop, tablet or smart phone. Twitter was the most used social media network at 61 percent; followed by Instagram at 32 percent. Seven percent used another social media network, but none used Facebook.

While most of the students agreed that this crop of Super Bowl ads was lackluster compared to other years, one commercial received the best rating more than the others – the Taco Bell Seniors Night Out. However, for the most disliked ad, the students strongly rated the Go Daddy Beauty and the Geek commercial as the worst.

The SHSJC PR students completed a 13-question survey in the Introduction to the Principles of Public Relations course. The assignment is designed to show the important roles event planning, public opinion, marketing and research have in the practice of public relations. “We strive to provide real-world experiences for our students, who are often the prime demographic for influencing the popular culture traditions displayed during the Super Bowl,” said Sheila Douglas, Visiting Professor, Hampton University Scripps Howard School of Journalism and Communications.

The age range of all of the survey participants is 18-24 years old. Eighty-eight percent are female and 12 percent are male. Seventy-one percent watched Super Bowl XLVI last year.

"Give light and the people will find their own way” is the motto, coined by the Scripps Howard Foundation, as the guiding inspiration of Hampton University’s Scripps Howard School of Journalism and Communications. Founded in 2002, the Scripps Howard School was uniquely designed with a vision to produce ethical and competitive leaders equipped to practice excellence and innovation in multimedia technology, while adhering to the core principles of journalism and communications.

For more information, contact Te’lisha Middlebrooks at telisha.middlebrooks@my.hamptonu.edu or Ashley Liggins at Ashley.Liggins1@my.hamptonu.edu.