65% OF CONSUMERS PLAN TO WATCH SUPER BOWL LIX, UP FROM LAST YEAR; BUDWEISER MOST ANTICIPATED ADVERTISER, NUMERATOR REPORTS

Chiefs Fans Prefer Michelob Ultra and Coors, Eagles Fans Reach for Miller and Corona; Viewers Mixed on Taylor Swift: 28% Dislike Attention She Receives, 21% Say She Brings New Fans to NFL

CHICAGO, Feb. 04, 2025 (GLOBE NEWSWIRE) -- Numerator, a data and tech company serving the market research space, has released findings on consumer behavior related to Super Bowl LIX. The analysis leverages Numerator's verified purchase data, a sentiment survey of 1,000 consumers, and psychographics data to provide insights on celebration, shopping, and viewing plans of Super Bowl LIX, as well as behavioral nuances among NFL, Kansas City Chiefs, and Philadelphia Eagles fans. Sports fandom is one of more than 2,500 demographic, psychographic, and media consumption attributes that panelists elect to share with Numerator.

Super Bowl Survey Findings Include:

• Both Super Bowl viewing and Super Bowl parties are on the rise.65% of U.S. consumers plan to watch Super Bowl LIX (+4 points vs. last year), with the most popular viewing options being watching at home alone or with their household (77%, -5 points), hosting a gathering (29%, +12 points), attending a gathering at someone else's home (17%, +1 point), and watching at a bar, restaurant, or other public space (4%, no change).

  • More viewers are cheering for the Philadelphia Eagles.46% of those planning to watch Super Bowl LIX are rooting for the Eagles, including 12% who say they are backing the Eagles because they do not like the Chiefs and/or do not want them to win again. 39% are cheering for the Chiefs, and 15% are not rooting for a specific team.

• Super Bowl viewers are divided on the attention that Taylor Swift brings to the game.Nearly half (48%) of households planning to watch this year's Super Bowl don't have an opinion on Taylor Swift's involvement with the Chiefs or the NFL, while 28% dislike the amount of attention she receives and 21% believe she has brought more fans into the NFL community. 36% of those planning to watch the Super Bowl say they have a Taylor Swift fan in their household.

• Consumers have less interest in the Super Bowl halftime show this year.Super Bowl watchers are looking forward to watching the game (61%) and the commercials (60%). About half (48%) say they are looking forward to eating and drinking, while only 42% (-6 points vs. last year) are looking forward to the halftime show.

  • Older generations are focused on the game, while younger generations are focused on the food.Boomers+ are much more likely than younger generations to say they are looking forward to watching the game (72% vs. 49% of Gen Z and Millennials). Younger consumers are more interested in eating and drinking (56%) than any other activity, including the commercials (51%), the game (49%), and the halftime show (47%).

• Viewers say memorable Super Bowl commercials are ones that made them laugh.Consumers think the best Super Bowl commercials include humor (71%), nostalgic references (38%), celebrity appearances (32%), and emotional connections (25%).

  • Nearly half of Super Bowl watchers can't wait to see what Budweiser does this year.44% of respondents are looking forward to seeing Budweiser or Bud Lite commercials during this year's game, significantly higher than any other brand. Other brands mentioned were Doritos (24%), Coca-Cola (11%), and Pepsi (9%).

• Soda is the most popular beverage for Super Bowl celebrations, with beer in second place.Nearly half of Super Bowl watchers (48%) say they will purchase soda for the game, followed by beer (40%), spirits (23%), wine or champagne (15%), sparkling water (14%), hard seltzers (11%), ready-to-drink cocktails (11%), juice (10%), and THC- or CBD-infused beverages (2%).

• Easy-to-eat foods are preferable for the big game.Super Bowl viewers are planning to purchase chips (47%), dips / salsa / guacamole (42%), wings (39%), pizza (31%), and nachos (26%).

Consumer Profile and Purchase Data Findings Include: