Poll: Advertisers 'Too Focused on Super Bowl Pie'

Advertisers are miss ing out by not marketing to the third of Americans who don’t watch the Super Bowl, found a study by market-research firm InsightExpress.

While 54 percent of the poll’s 500 respondents plan to view the game, 32 percent said they would not. (Fourteen percent were undecided).

Of the nonwatchers, 60 percent said they would treat the day as “any other Sunday” and 29 percent would watch another TV show.

“About 90 percent of the people not watching the Super Bowl make their decision on what they’re going to do that day sometime the week before,” said Doug Adams, a senior analyst with Stamford, Conn.-based