Super Bowl 2025: what Americans really care about on game day

From star-studded appearances to legendary halftime shows and those all-important commercials, the Super Bowl is as much a cultural event as it is a championship game.

But what’s really driving people to tune in this year? We surveyed 2,000 Americans to find out what’s top of mind as they prepare for game day.

Quick summary

• 65.7% of Americans plan to watch the Super Bowl, with 49.5% citing football as their main reason.
• 93.3% will watch from home, with 45.7% tuning in with family.
• 56% prefer humorous ads, while 69.7% dislike political ads.
• 50% plan to make their own Super Bowl spread, with wings (51%) and pizza (46.9%) as top choices.
• 50.6% say health warnings won’t impact their drinking on Super Bowl Sunday.
• Younger viewers are more likely to believe the Super Bowl is “rigged.”

It’s about football first, not the fanfare

While last year’s Super Bowl saw headlines dominated by Taylor Swift’s attendance and rumors of NFL games being scripted, this year, Americans seem to be focusing on what really matters – the game itself:

• A solid 65.7% of Americans plan to watch the Kansas City Chiefs take on the Philadelphia Eagles.
• 49.5% say their main reason for tuning in is the football – outranking commercials (35.8%) and the halftime show (34.7%).
• 40.9% of people are slightly or much more exited to tune in because of Kendrick Lamar’s Halftime show, with the biggest single group (43.0%) saying they’re neither more or less excited.
• As for Taylor Swift? The data suggests her impact on viewership is overstated – 27.8% say they’ll watch no matter what, while 38.0% aren’t excited by her presence at all.

And those online debates about whether the NFL is “scripted”? They don’t seem to be turning fans away – even though 33.1% believe the games are rigged. Meanwhile 40.4% disagree and 26% remain undecided.

Interestingly, younger people are more skeptical about the legitimacy of the Super Bowl:

• A higher percentage of 18-24 and 25-34-year-olds – 40.3% and 43.3% respectively – think the Super Bowl is ‘Probably’ or ‘Definitely’ rigged.
• This compares to just 18.4% of the 55-64 age group and 17.2% of the 65+ age group.
• 59.5% of 55-64-year-olds and 60.9% of 65+ think the game is ‘Probably not’ or ‘Definitely not’ rigged.

Super Bowl watch parties: home is where the action is

The Super Bowl is a social event, but most Americans are opting for a cozy viewing experience rather than heading to a bar or restaurant:

• 93.3% plan to watch at home – either with family (45.7%), alone (16.7%), or at a friend’s Super Bowl party (30.8%).
• Streaming is closing the gap with cable – 46.9% will watch via traditional TV, while 39.1% will stream the game.
• And DVR? Almost non-existent – just 1.5% will record and watch later.

The ads: keep it funny, please

For brands, Super Bowl ads are one of the biggest marketing investments of the year. So what do viewers actually want to see?

• 56.0% want humorous ads – a clear preference for entertainment over heavy messaging.
• 40.6% are most interested in celebrity-driven ads.
• Deals and contests matter too – 30.2% like ads that offer discount codes, and 27.4% enjoy sweepstakes-style promotions.
• One thing Americans don’t want? Politics. 69.7% say they don’t like or are indifferent to political ads during the game.
• And when it comes to iconic Super Bowl brands, Budweiser, Pepsi, and Nike top the list of brands most associated with game-day advertising.

The ultimate game day spread

No Super Bowl party is complete without the right snacks – and Americans know exactly what they want on the menu:

• 50% are planning to make their own game-day feast, with only a small percentage opting for takeout or delivery.
• The top dishes include: Chicken wings (51.0%); Pizza (46.9%); Nachos (38.6%); Burgers (28.7%); Barbecue (24.4%)
• And while the Super Bowl isn’t traditionally known for healthy options, 6.8% are making room for vegetarian dishes.

The drinks will flow – despite health warnings

Super Bowl Sunday and beer go hand in hand, and this year will be no exception – even with a recent warning from the Surgeon General about the risks of alcohol consumption: 50.6% say the warning won’t impact their drinking habits, while 13.9% weren’t even aware of the advisory.

Is seems the infamous “Super Bowl Flu” (aka, calling in sick the next day) is likely to live on…

Game day takeaways

Whether they’re watching for the football, the ads, or just an excuse to eat wings and hang out with friends, one thing is clear: Super Bowl LIX is all about fun.

Americans are looking forward to an entertaining game, some great commercials, and a break from the daily grind – without too much hype, controversy, or politics getting in the way.

Want to dig deeper into the data? Check out the full insights from our research.

And for a deep dive into how Gen Z is feeling about key consumer topics check out our latest data:

• Gen Z alcohol trends
• Gen Z food trends
• Gen Z beauty trends