
The Big Game: Super Bowl Sunday is Increasingly Becoming a Multi-Platform Experience
Press Release
Jan 23
Almost 70% of the total audience will utilize secondary media to engage with Super Bowl-related content
PLUS: Almost half of all Americans choose streaming and connected TV over cable and broadcast options
DENVER, CO (January 23, 2025)— Adtaxi, one of the nation’s fastest-growing digital marketing agencies, today announced the results of its 2025 Super Bowl Survey. The findings were clear: the Super Bowl has become a multi-platform experience, with almost 70% of Americans utilizing an average of 2+ additional media platforms to engage in related content.
“With the recent increase in data surrounding ‘double-screening,’ it is increasingly 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 this year’s Super Bowl,” said Adtaxi Director of Research, Murry Woronoff. “Social media has emerged as the top secondary media choice for audiences primarily using broadcast, cable, and radio. Marketing plans need to include both typical viewing options and social media campaigns to effectively reach intended audiences.”
Among Adtaxi’s survey findings on Super Bowl viewership:
Game Day Enthusiasm: Super Bowl ads once again reign supreme for pre-game anticipation, capturing the interest of 68% of adults, surpassing both the game and the halftime show. Interest in the game itself is firm among men (50%) and upper-income adults (47%), while women (38%) and younger adults under 45 (39%) demonstrate the strongest interest in the halftime show.
Platform Audiences: The Super Bowl is no longer confined to traditional TV viewing. With 77% of respondents indicating they will watch, listen, or follow the event, half will “tune in” using digital video (connected TV or streaming services). This surpasses traditional cable and broadcast TV’s combined 32% share of the total audience.
Secondary Engagement: Seven in ten of the Super Bowl audience will engage with secondary media platforms beyond their primary source. Social media has emerged as a top secondary media choice for viewers of Digital (46%), Cable and Broadcast TV (30%) viewers. Only 31% of respondents intend to only utilize one content source.
The Continued Rise of Digital Video: Overall, 69% of viewers will incorporate digital video into their overall consumption on Super Bowl Sunday. 71% of audience members plan to use digital video as their primary source of viewing, while 29% will use it as a secondary source.
Big Game Betting: Adults who plan to place a Super Bowl-related wager represent a valuable opportunity. Among bettors, two-thirds (68%) anticipate spending under $200 – nearly half will bet under $50. Only 13% are expected to wager $500 or more. As for platforms? More adults cited DraftKings when asked about placing sports bets, followed by FanDuel in second and BetMGM in third.
“The findings of our 2025 Super Bowl Survey show the increasing fragmentation in consumer media habits, allowing brands to capitalize on its multifaceted appeal,” said Chris Loretto, EVP of Adtaxi. “As the trends toward cord-cutting continue and social media platforms become more integral to live events, we see the Super Bowl’s distribution and engagement strategies shifting even more toward online. We predict the future bringing more personalized and targeted advertising, leveraging data analytics to tailor commercials to the viewer’s preferences – possibly in real-time.”
To access the full report, click HERE. This and other Adtaxi reports are available for purchase through the Marketing Research section of the Adtaxi website: https://www.adtaxi.com/services/marketing-research/
Methodology
This survey was conducted online using Survey Monkey among a national sample of 1,021 adults across U.S. geographic regions, income levels, genders, and ages. The survey was conducted on January 6th, 2025.
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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.