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Week 1 of the NFL’s 105th season was a major success for the league in terms of viewership, in a week that featured a rare Friday night game, which was also its first-ever game played in Brazil. CivicScience’s ongoing tracking has already explored Americans’ plans for streaming the new season, as well as sports betting plans, but what can we expect as the season enters its second week and beyond?
Here are three key insights to look out for as the season ramps up:
This Year’s Viewership Looks To Be Steady, With Potential To Grow Over Last Year
New CivicScience data show two-thirds of those who watch the NFL say they plan to watch the same amount this year compared to last year. Just under 1-in-5 say they plan to watch more games this year, slightly outpacing those who plan to reduce the amount of games they watch over last year.
Younger Gen Z adults are the most likely to plan on upping their NFL game viewership this year. However, they are far more likely than other generations to plan on watching fewer games.
Let Us Know: Excited for the NFL 2024 season?
Fantasy Football Is on the Ups
Fantasy football is on the rise for the new season, with 24% of U.S. adults planning to play, up five points from 2023. Daily fantasy contests saw a four-point increase to 9%, while 10% will join season-long leagues. The number of people playing both formats also rose by two points to 6%.
And while the NFL looks to dominate the fall sports betting landscape, winning isn’t the only thing driving fantasy football this year. Cash prizes (27%) aren’t the most popular motivator as the majority (51%) are in it ‘for fun.’ Players also note that it enhances their football-watching experience (31%) and keeps them connected with friends and family (30%), while the benefits of stress relief (14%) and coworker bonding (17%) rank lower.
Applebee’s and Popeyes Are Primed to Score
NFL games, especially the Super Bowl, are closely tied to eating. The QSR industry’s emphasis on NFL partnerships this season, including Applebee’s as the new official grill and bar sponsor, could pay off. Data show 52% of NFL fans favor Applebee’s, compared to 28% of non-fans. Similarly, 51% of NFL fans favor Popeyes, compared to 37% of non-fans, as the chicken restaurant runs its new ad campaign as the “Official Wing of Watching Football.”
When ordering takeout or delivery to enjoy during sports broadcasts, NFL fans overwhelmingly prefer pizza, with wings as a distant second. Data suggest that pizza chains should consider pairing these favorites in game day promotions, as wings are the most popular side dish ordered alongside pizza among NFL fans.
Let Us Know: Do you like to order food for delivery when you watch sports at home?
The NFL has early season momentum that is likely to continue as fans are more likely to watch a greater amount of games compared to last year. Although sports betting is a major player in fantasy football, the league should still value the impact of casual, fun leagues on the overall viewing experience and enjoyment of fans. Meanwhile, as QSRs look to woo hungry NFL fans in the early season, Applebee’s and Popeyes appear poised to gain ground.
