The Super Bowl is the most-watched TV event of the year, making audience insights before, during, and after the game critical to the brands paying top-dollar for ad placement in and around the spectacle.
Before this year’s game, we were tasked to determine the viewing plans of different age groups, unveiling some surprising results:
Only 44% of young adults planning to watch Super Bowl, survey shows* (Study Finds, *02/07/2025)
Conducted by MX8 Labs, a survey of a diverse sample of 1,000 American adults uncovered a surprising trend in Super Bowl viewing habits: young adults aged 18-24 are the least likely group to watch the big game. Shockingly, only 44% said they’ll definitely tune in. This stands in stark contrast to the 35-44 age group, where a whopping 85% plan to watch the event. Even 61% of seniors will be enjoying the game, the survey found. Is Super Bowl fever fading among younger audiences?
The Marketer’s Quest For Attention And Clarity (*Jacobs Media, *02/14/2025)
The reality is only 44% of 18-to-24-year-olds were planning on watching the game, the least likely group to tune in, according to a research study by MX8 Lab
39% of 25-34 Year Olds Said Taylor Swift Influenced Super Bowl Interest (*The Measure, *02/11/2025)
The Measure partnered with MX8 Labs to ask viewers just how much Taylor Swift has influenced their interest in Super Bowl LIX.