Super Bowl Sunday: Most Americans plan to watch the big game, but Covid caution sees the majority shunning big gatherings

• New poll finds 55% of people will watch Super Bowl LVI at home with members of their household only, while 15% plan to see the action on their own

Attest, a consumer research platform for the world’s biggest and fastest-growing brands, today reveals how Americans will take in this year’s biggest sporting event - Super Bowl LVI.

With last year’s Super Bowl clocking in at 96 million viewers, the lowest since 2007, the new research from Attest finds a majority of Americans (62%) plan to watch the game this year. Just 13% of respondents say they “definitely” will not watch the game. 

In further welcome news for the NFL, the top reason cited by consumers for tuning in this year is excitement for watching the game itself (36%), followed by the Super Bowl commercials (18%), and the halftime show (17%). As more and more US states legalize sports betting, a small number (4.5%) say that gambling on the outcome of this year’s game is what they’re looking forward to most.

The Omicron effect on Super Bowl celebrations

However, the latest surge in the Omicron variant appears to have factored heavily into how the majority of people will watch the game this year. 

Despite the research finding that 41% of Americans feel “comfortable” (versus 31% not comfortable) attending a Super Bowl party, just 14% say they plan to attend a large in-person gathering. Instead, the majority (55%) say they will watch the marquee matchup at home with members of their household only, while 15% will view the game alone. Even more starkly, just 3% plan to take the spectacle in at public venues, like bars.

For those planning a small Super Bowl soiree, the vast majority (48%) plan to go to the store and make their own food spread ahead of the football feast. This is followed by 17% who are “not sure”, 10% who will order from a food-delivery app and 8% who will order directly from a local restaurant.  

How people will watch Super Bowl LVI

The research also finds that the majority of Americans (57%) will rely on their trusty TV to enjoy the game this year. However, over a quarter (27%) will stream it live instead, pointing to increasing numbers of Americans preferring to watch the big game online, just over a decade since the NFL first broadcasted the game over the internet. Incredibly, a tiny number of people (1%) will record the game and watch it at a later stage.

What Americans want from this year’s Super Bowl ads

As highlighted by previous research from Attest, the American public wants to laugh in 2022, likely influenced by the ongoing pandemic and economic uncertainty. 

This escape from reality also extends to their expectations for this year’s Super Bowl commercials. The vast majority (63%) want ads to be humorous, far behind 12% wishing to see motivational messages and 4% hoping for thought-provoking commercials. Outside of brand messaging, celebrity-driven ads are what most interests this year’s Super Bowl audience (at 29%), followed by commercials that support a social cause (14%). Conversely, however, 46% of Americans say they don’t like or appreciate Super Bowl ads taking a political tone. 

Finally, with brands stumping up a whopping $6.5 million for a 30-second TV ad during the game, the research finds that drink and food brands achieve the biggest share of mind amongst consumers. In fact, Budweiser takes home the trophy as the number one brand that consumers most associate with Super Bowl advertisements, followed by Doritos and Pepsi. 

Jeremy King, CEO and Founder of Attest, said of the research: “While the pandemic is set to define how people enjoy the Super Bowl yet again, 63% of consumers are planning on tuning in to the matchup. While big parties are on the backburner, the majority is still planning on watching the big game with their household, whipping up a spread of homemade food, and getting a good laugh from the much-anticipated commercials. All in all, most Americans are banking on a day of football, light-hearted fun and free from politically-focused ad campaigns.”