Super Bowl Sunday Shifts into a Cross-Platform Spectacle
The Super Bowl, America's most-watched television event, is set to undergo a significant transformation in 2025, according to findings from Adtaxi's 2025 Super Bowl Survey. The survey suggests a continued rise in the use of digital video during the Super Bowl, with half of the respondents opting for digital video (connected TV or streaming services), surpassing traditional cable and broadcast TV's combined 32% share of the total audience.
The shift in viewer preferences towards streaming and connected TV options is evident, with more and more viewers embracing a multiplatform experience. Almost 70% of Americans are expected to utilize an average of two or more additional media platforms on Super Bowl Sunday.
Social media has emerged as the top secondary media choice for audiences primarily using broadcast, cable, and radio during the Super Bowl. Seven in 10 Super Bowl viewers will engage with secondary media platforms beyond their primary source, with digital (46%) and cable and broadcast TV (30%) viewers leading the charge.
Marketing plans for the Super Bowl should, therefore, include both traditional viewing options and social media campaigns to effectively reach intended audiences. Chris Loretto, executive vice president of Adtaxi, predicts the future bringing more personalized and targeted advertising, leveraging data analytics to tailor commercials to the viewer's preferences, possibly in real-time.
The Super Bowl game, pitting the Philadelphia Eagles against the Kansas City Chiefs, is scheduled for February 9, 2025, and will air on Fox. Interestingly, more adults show an interest in Super Bowl ads, surpassing both the game and the halftime show for pre-game anticipation, with 68% of adults expressing their excitement.
Intriguingly, men (50%) and upper-income adults (47%) demonstrate the strongest interest in the Super Bowl game, while women (38%) and younger adults under 45 (39%) are more interested in the halftime show.
The survey also delved into sports betting, with more adults citing DraftKings when asked about placing sports bets, followed by FanDuel in second and BetMGM in third. Among bettors, two-thirds (68%) anticipate spending under $200, with nearly half betting under $50. Only 13% are expected to wager $500 or more.
As the Super Bowl evolves into a multiplatform experience, it is crucial for marketers to know and utilize the fact that the majority of Americans plan to utilize both their 'big screen' and 'little screen' while watching the Super Bowl, according to Adtaxi director of research Murry Woronoff. For a detailed breakdown of the media platforms used for Super Bowl engagement, it is best to consult Adtaxi's official report or press release directly.
- The Super Bowl's transformation in 2025 includes a significant rise in digital video streaming options, with half of the audience expected to use connected TV or streaming services.
- According to the survey, social media is the top secondary media choice for audiences, with 7 in 10 Super Bowl viewers engaging with platforms beyond their primary source, particularly digital and cable and broadcast TV viewers.
- Marketing strategies for the Super Bowl should consider both traditional viewing options and social media campaigns to effectively reach intended audiences, as predicted by Chris Loretto, executive vice president of Adtaxi.
- The Super Bowl game, featuring the Philadelphia Eagles against the Kansas City Chiefs, will air on Fox in 2025, and interestingly, more adults express excitement about Super Bowl ads compared to the game or halftime show.
- As the Super Bowl becomes a multiplex experience, it is essential for marketers to understand that the majority of Americans plan to use both their 'big screen' and 'little screen' while watching the Super Bowl, according to Adtaxi director of research Murry Woronoff.
