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The Super Bowl, one of America’s premier sporting and cultural events, boasted a record audience this year. While CivicScience has already explored how viewers reacted to the ads they saw, additional data offers a glimpse into how consumers actually tuned in.
According to new CivicScience data, 9 in 10 Super Bowl viewers watched the game from the comfort of their own homes. This includes 47% who watched on traditional cable or satellite, 19% who used a paid streaming service, 15% who used a free streaming platform (such as Tubi), and 8% who watched via digital antenna.
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When it comes to who they watched the game with, additional polling finds that 74% of viewers watched with at least one other person. More than a quarter of viewers (28%) were watching with at least three or more other people, including 7% who were in a group of 10+ others.
Just under one-third of those who watched the game at home did so alone. In contrast, 19% watched among a group of four or more. People who stayed at their own homes were most likely to be within a group of 2-3, including themselves. Among those who said they watched at someone else’s home, 25% were part of a gathering of at least 10 people.
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With most Super Bowl viewers watching via several different options and with multiple other people, CivicScience data offers a nuanced look at viewership. The data suggest that the Super Bowl viewership numbers may not offer the full picture of the viewers who may have been unaccounted for.
