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AMERICANS SAY
THE BEST FOODS
TO EAT DURING
THE GAME ARE...
POLITICS AND THE SUPER BOWL SHOULDN’T MIX
WHAT AMERICANS
ARE LOOKING FOR
FROM BRANDS DURING
COMMERCIALS
ALMOST 2 IN 3 AMERICANS PREFER TO
WATCH THE SUPER BOWL AT HOME
The findings described here are based on a survey conducted by Burson-Marsteller Fan Experience in partnership with PSB from Jan 11th – 13th of 2018.
The survey measures the perceptions and behaviors of Super Bowl viewers, and was conducted online among a national sample of N=1000 people who
plan to watch the Super Bowl this year and who watched the Super Bowl last year. Additional information available upon request.
33%
PIZZA
17%
NACHOS
9%
CHIPS
AMERICANS
LIKE TO
WATCH THE
GAME WITH A
SMALL GROUP
OF PEOPLE WHO
CARE ABOUT
WHICH TEAM
WINS
5 T H
A N N U A L
S U R V E Y H I G H L I G H T S
30%WANT TO ATTEND
THE GAME IN PERSON
WATCH ON
MOBILE DEVICE
Facebook
Youtube
Twitter
Instagram
Snapchat
50%
72%
28%
24%
14%
FACEBOOK AND YOUTUBE ARE THE PREFERRED
CHANNELS FOR VIEWING ADS BEFORE THE GAME
7%WATCH AT A
PUBLIC LOCATION
2%
59% SAY
They prefer if brands do not react
to the game on social media
67% SAY
being funny should be the priority
for commercials during the game
AVID FANS
CASUAL FANS
PLATFORMS USED TO
SHARE SUPER BOWL ADS
87% 15%29% 27% 26%
44%
‘WINGS’
62%
AVID FOOTBALL FANS ARE
MOST LIKELY TO USE SOCIAL
MEDIA DURING THE GAME...
PARTICULARLY
FACEBOOK
59% Plan to use Facebook
during the game
63% 63% say it is not appropriate
to use the Super Bowl to
send a political message,
while 37% say it is
37%
WATCH AT HOME ON TV
WITH FAMILY AND FRIENDS
HOSTING VS. ATTENDING
A SUPER BOWL PARTY
Attending
a party41%Hosting
a party32%
HOSTING VS. ATTENDING
A SUPER BOWL PARTY
Not appropriate Appropriate
47%
27%
53%
73%
WATCH AT HOME ON TV
WITH FAMILY AND FRIENDS
Hosting
a party32% Attending
a party41%
62%

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5th Annual Super Bowl Survey

  • 1. AMERICANS SAY THE BEST FOODS TO EAT DURING THE GAME ARE... POLITICS AND THE SUPER BOWL SHOULDN’T MIX WHAT AMERICANS ARE LOOKING FOR FROM BRANDS DURING COMMERCIALS ALMOST 2 IN 3 AMERICANS PREFER TO WATCH THE SUPER BOWL AT HOME The findings described here are based on a survey conducted by Burson-Marsteller Fan Experience in partnership with PSB from Jan 11th – 13th of 2018. The survey measures the perceptions and behaviors of Super Bowl viewers, and was conducted online among a national sample of N=1000 people who plan to watch the Super Bowl this year and who watched the Super Bowl last year. Additional information available upon request. 33% PIZZA 17% NACHOS 9% CHIPS AMERICANS LIKE TO WATCH THE GAME WITH A SMALL GROUP OF PEOPLE WHO CARE ABOUT WHICH TEAM WINS 5 T H A N N U A L S U R V E Y H I G H L I G H T S 30%WANT TO ATTEND THE GAME IN PERSON WATCH ON MOBILE DEVICE Facebook Youtube Twitter Instagram Snapchat 50% 72% 28% 24% 14% FACEBOOK AND YOUTUBE ARE THE PREFERRED CHANNELS FOR VIEWING ADS BEFORE THE GAME 7%WATCH AT A PUBLIC LOCATION 2% 59% SAY They prefer if brands do not react to the game on social media 67% SAY being funny should be the priority for commercials during the game AVID FANS CASUAL FANS PLATFORMS USED TO SHARE SUPER BOWL ADS 87% 15%29% 27% 26% 44% ‘WINGS’ 62% AVID FOOTBALL FANS ARE MOST LIKELY TO USE SOCIAL MEDIA DURING THE GAME... PARTICULARLY FACEBOOK 59% Plan to use Facebook during the game 63% 63% say it is not appropriate to use the Super Bowl to send a political message, while 37% say it is 37% WATCH AT HOME ON TV WITH FAMILY AND FRIENDS HOSTING VS. ATTENDING A SUPER BOWL PARTY Attending a party41%Hosting a party32% HOSTING VS. ATTENDING A SUPER BOWL PARTY Not appropriate Appropriate 47% 27% 53% 73% WATCH AT HOME ON TV WITH FAMILY AND FRIENDS Hosting a party32% Attending a party41% 62%