CivicScience engages directly with consumers, collecting over one million survey responses daily, to turn real-time insights into high-performing advertising campaigns. See how leading brands use CivicScience to drive campaign performance here.
One of the sports world’s biggest events, the Super Bowl, is once again just days away. The New England Patriots will take on the Seattle Seahawks in Super Bowl LX on Sunday, February 8th. Who is likely to tune in, and what are their mindsets that will shape their purchasing behavior well beyond the game’s end? Here’s what the latest consumer-declared data from CivicScience reveals:
Super Bowl Viewing Intent Holds Steady Year Over Year, With Growing Interest Among Women
The latest survey data show 66% of U.S. adults are at least ‘somewhat’ likely to watch the game this year, consistent with last year’s intent. While a majority of each age group is likely to tune in this year, Gen Z (aged 18-29) shows the highest intent to watch (83%).
One particularly noteworthy trend to watch is the steady increase in women’s interest. Sixty-two percent of U.S. women 18+ say they are likely to watch the game this year, a six percentage point increase from 2024, and a two-point increase from the game last year. Conversely, viewership intent among men has held relatively steady at around 71%, with a slight tick down to 70% for the game this year.
A Glimpse of The Super Bowl Audience Insights CivicScience Can Deliver
While the game is a momentary flashpoint of attention, the audience remains a high-value segment long after the game ends. Consumer-declared data like this enables you to dive beneath traditional demographics to reveal the specific drivers behind not just Super Bowl viewers but also any targeted segment like them. Insights like the following provide CivicScience clients with opportunities to explore consumers’ mindsets and intentions in the months ahead.
More Americans Will Bet This Year, And Women Are Driving the Jump
After estimates for legal betting exceeded $1.3 billion for the Super Bowl last year, CivicScience data indicate this year may be even busier for betting. As of January 28th, 22% of U.S. adults aged 21+ (the age of betting in most states where it is legalized) tell CivicScience they plan to bet on Super Bowl LX, a five-point jump from 2025 intent. One of the most noteworthy insights to emerge is that this growing interest is largely driven by women. This aligns with trends seen in August, which found women are beginning to close the gap on sports betting participation overall.
Halftime Show Interest Jumps
While Gen Pop interest in the Super Bowl as a whole held steady, the halftime show looks to garner more interest than the show last year – 55% say they are likely to tune into the show this year, which will feature Bad Bunny (and Green Day), compared to 47% who said they would tune in to watch Kendrick Lamar perform in the 2025 Super Bowl.
Super Bowl LX provides a unique lens into the American consumer, particularly as its audience makeup shifts, but this is only the tip of the iceberg. This is just a preview of how CivicScience empowers brands to pinpoint the specific consumer behaviors in any industry. We move beyond broad categories to reveal the authentic, declared intentions of your target audience, providing the strategic clarity needed to win in the months ahead.
