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This coming Sunday marks one of the premier American cultural and sporting events – the Super Bowl. The game, which will feature a 2023 rematch between Philadelphia and Kansas City and will likely feature multiple cameos in the stands by superstar musician Taylor Swift. Here’s how CivicScience data breaks down in the days ahead of the Big Game:
Watching Intent Appears Up, Despite 2023 Matchup Redux
This year, CivicScience data show 67% of U.S. adults say they are likely to watch – up three percentage points from 2024, but down two percentage points from when these two teams previously met in the Super Bowl in 2023. While men are 10 percentage points more likely to watch than women, the gap has narrowed with women showing a more significant increase in intent to tune in this year compared to 2024.
Gen Z adults aged 18-24 are the most likely to plan on tuning in (75%), followed by those between 25 and 44 (68%) and those 55 and older (63%). Gen Xers are the least likely to plan on watching (49%).

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Why it Matters for Brands – Reason for Watching
When CivicScience asked Americans about their primary reason for watching the Big Game, 50% of likely viewers said they were interested in watching to see the gameplay itself. Just over one in five cited the commercials as their main motivator, outpacing the halftime show (16%) and being at a game-related social gathering (13%).
Motivations differ dramatically by age – interest in watching the game increases with age, while halftime show interest is the opposite. Viewers between the ages of 25 and 54 hold the most interest in the commercials.
Why it Matters for Brands – The Impact of Celebrity Endorsements & Nostalgia
Aside from in-game appearances by Taylor Swift, Super Bowl viewers will also see a number of celebrities during game breaks in the ads. CivicScience data among this year’s likely viewers finds this could be a wise investment for advertisers – Super Bowl intenders are 11 points more likely than Gen Pop to report celebrity endorsements have at least ‘somewhat’ of an impact on their product purchases. Likely viewers under the age of 45 are far more likely to be influenced than their 45+ counterparts (45% to 8%).
Nostalgia is likely to be a common Super Bowl advertising theme as well. Additional CivicScience data reveal that likely viewers are nine points more likely to report that nostalgia has at least ‘somewhat’ of an impact on their purchasing decisions.

First-Time Super Bowl Advertisers vs. Big Game Mainstays
CivicScience explored how much Gen Pop and likely viewers love three repeat Super Bowl advertisers and three brands making their Big Game debut, amid what is a record-breaking year of Super Bowl advertising costs.
The data is clear, regardless of whether a given brand is making a return appearance or showing its first-ever Super Bowl ad, likely viewers are more likely to view it favorably than Gen Pop. Most notably, viewers (aged 21+) are 21 points more likely to favor Budweiser. The exception, however, is Doritos, which 65% of U.S. adults love, slightly outpacing likely viewers by a single percentage point. Of the first-timers, Haagen-Dazs scores the highest, while the largest gap between Gen Pop and Super Bowl intenders among first-timers exists in Totino’s Pizza Rolls.

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With rising viewership intent and strong consumer ties to both celebrity influence and nostalgia, Super Bowl advertisers have a prime opportunity to forge deeper connections. Brands that tap into these emotional drivers – whether through star power, throwback themes, or iconic storytelling – stand to make the biggest impact.