Survey: One in Three Americans Will Be on Social Media During Super Bowl LX

Interest in the commercials now rivals interest in the game, making ads nearly as compelling as the action

PLUS: Streaming overtakes CTV as primary viewing method this year

DENVER, CO (January 29, 2026)— Adtaxi, one of the nation’s fastest-growing digital marketing agencies, today announced the results of its 2026 Super Bowl Survey. Year-to-year findings show the biggest game of the year has fully evolved into a digital-first, multi-platform experience: audiences are more engaged than ever via streaming platforms, social media, mobile devices, and secondary screens rather than traditional television alone.

This underscores a key shift for brands: the event now acts as a real-time media environment where ads are not only accepted but actively anticipated, and follow-up media plays a critical role in driving results.

“This year’s Super Bowl is more than just a broadcast. It’s a network of apps, screens, and social media spaces,” said Adtaxi Director of Research, Murry Woronoff. “Viewers are splitting their attention across streaming, live chats, and more, which means brands need to meet audiences wherever they are. Simply running a TV spot may not be enough; campaigns should be designed for engagement across multiple touchpoints.”

Among Adtaxi’s survey findings on Super Bowl viewership:

Divided Attention: 70% of viewers will be consuming the big game through multiple screens. Respondents plan to use at least one secondary platform while watching. Digital video (39%) and social media (33%) lead second-screen usage, with sports websites and group chats seeing increases from 2025.

Streaming Over TV: The majority of viewers plan to watch via streaming or connected TV, compared to 25% via broadcast or cable. This once again shows the rise of streaming services as digital viewing has steadily climbed from 38% in 2024 to 49% in 2025, and now 58% in 2026.

The Game & The Ads: 73% of viewers show interest in the game, while 72% show interest in the commercials. This reinforces the Super Bowl as one of the few environments where advertising is equally and actively welcomed.

Retail Influence vs. Conversion: While 43% say ads drive interest in learning more or visiting a brand online, just 1% say ads lead directly to immediate purchase—underscoring the importance of follow-up media.

Sports Betting Demand: 53% of viewers plan to place a Super Bowl-related wager, and one in five bettors expects to wager $1,000 or more. Higher-stakes bettors show the strongest interest in pre- and post-game coverage, halftime content, and secondary media. Betting activity correlates with longer, deeper engagement and greater media value.

“It is clear that brands can no longer rely on a single platform. Audiences are fragmented, but they’re still highly engaged,” said Chris Loretto, EVP of Adtaxi. “This creates opportunities for brands to connect in more creative, targeted ways, and leverage streaming, social platforms, and secondary screens to extend reach and impact.”

Methodology
This survey was conducted online using Survey Monkey among a national sample of 1,009 adults across U.S. geographic regions, income levels, genders, and ages. The survey was conducted on January 13th, 2026.

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About Adtaxi
Founded in 2010, Adtaxi is a leading digital marketing agency committed to helping businesses achieve growth through innovative and data-driven marketing strategies. With a client-centric focus, Adtaxi leverages advanced tools and platforms to drive meaningful results across search, social, and programmatic advertising. Recognized for its expertise in performance marketing, the agency specializes in scalable solutions that enhance brand reach, optimize conversions, and maximize return on investment. Dedicated to data-driven industry insights, Adtaxi offers Marketing Research Services to clients and consumers alike. Through tailored strategies and an unwavering dedication to client success, Adtaxi empowers brands to navigate the complexities of the digital landscape, making digital transformation accessible and impactful for businesses of all sizes.