For the Super Bowl, Viewers Rank Socializing Nearly As High As the Game Itself

This year’s Super Bowl features a high-stakes Seahawks vs. Patriots rematch in what should be an exciting game. Both teams finished 14–3 in the regular season, but sportsbooks are favoring Seattle. 

Before we rush into the Feb. 8 action, let's rewind to what audiences said about the 2025 Super Bowl, and what that might mean for 2026. 

A study conducted by MX8 Labs reveals that, as you’d expect, interest around watching the Big Game was strong. But diving deeper, some demographic differences emerge in enthusiasm. 

Nearly two-thirds of overall respondents (64%) said they would definitely watch the Super Bowl. That was especially high among adults ages 35-44 (85%), men (72%), Hispanic viewers (80%) and higher-income households earning between $100,000 and $149,999 (79%). At the other end of the spectrum, enthusiasm dropped among lower-income respondents, with just 39% of those earning under $20,000 saying they’d definitely tune in.

At its core, the Super Bowl is still about football — but not only football. A majority of viewers said they watch for the game itself (59%), yet nearly as many pointed to the social side of the event. More than half cited spending time with friends and family as a key reason to watch, while commercials (48%) and the halftime show (43%) continued to hold real appeal. Older viewers and men were especially game-focused, while women were less likely to say the game alone was their main draw.

In terms of where they watch the game, about four in 10 said they’d watch at home with others coming over, and another 29% planned to watch alone at home. Older adults were far more likely to opt for solo viewing, while only a small minority expected to watch at a bar or restaurant. And in an era of endless streaming devices, the big screen TV still rules: An overwhelming 94% said they’d watch on a television, climbing even higher among viewers 55 and older. Phones, laptops and tablets barely registered by comparison.

When it comes to the ads themselves, viewers tend to take a balanced view. Just over half said they enjoy the game and the commercials equally, although 29% said the commercials are their favorite part. Funny commercials are overwhelmingly the top type of Super Bowl ad, cited by 79% of respondents, while 35% enjoy sentimental ads. 

So as we look forward to the 2026 Super Bowl, these insights from last year give a useful snapshot. The fundamentals — big game, big screen, social vibe and memorable commercials — remain at the heart of the experience. Whether Seattle, New England or any other storylines steal the spotlight this year, the Super Bowl continues to be much more than just another football game.