Despite the Polar Vortex Americans seem reconciled to a cold weather Super Bowl. Although 49% think it doesn’t matter that the game is being played outside in cold weather, many Americans do believe that the NFL should agree a minimum temperature. 45% think the game should have an agreed temperature below which it would be automatically abandoned.
In the Tri-State region only 39% think there should be a fixed minimum and 57% don’t think it matters that the Super Bowl is being played in the cold.
What do viewers like about the Super Bowl?
Americans who are planning to watch the Super Bowl like more than just the football, with commercials outranking the half time set for enjoyability:
- 86% like the commercials, with a majority (53%) admitting to liking the commercials a lot.
- 96% of people planning to watch the game – unsurprisingly – like the game itself.
- 70% said they like the half time entertainment but only 29% like it a lot.
Viewers aged 35-54 are particularly fond of the commercials, with 94% saying that they like them. The half time entertainment appeals to younger viewers; 85% of 18 to 34 year olds say they like it compared to only 61% of the over 55s.
Humor is the big draw for 83% of Super Bowl viewers who say they like humor in a commercial. This is particularly true of women (88%) and rises with education level (from 77% of those educated to high school level or less to 91% of those educated to a post graduate level).
Other things valued in a commercial include action (24%), offers (27%) and themes running between advertisements (27%).
What do you like in a commercial?
All planning to view the Super Bowl (651)
Millennials eat chips and wings
With around 4 hours of football, entertainment and commercials, it is likely that people will need refreshments. Around 45% of Super Bowl viewers will chow down on some chips – especially younger viewers (59% of 18 to 34 year olds).
Millennials are also more likely to be pecking at some chicken wings – 40% of 18 to 34 year olds, compared with 21% of those aged 55 or over.
Older viewers (aged 55 or over) are less likely to be sure of what they’re going to eat during the game or to be eating at all.
What do you expect to drink while watching the Super Bowl?
All planning to view the Super Bowl (656)
Drinking is seen by many as a major part of the Super Bowl culture. Indeed one in three (32%) viewers expects to be drinking beer. This is particularly true of men (37% compared with 26% of women). Men are also more likely than women to be drinking spirits (16% compared with 10% of women). Meeting with gender stereotypes, women are more likely than men to be drinking wine (18% compared with 12% of women).
Not all drinking with the Super Bowl is alcoholic, however. Indeed 42% of viewers expect to be drinking water – higher among women (47% compared with 38% of men).
Data from 2 recent surveys. One of 1,193 adults interviewed between 17th and 20th January 2014, other of 1,188 adults interviewed between 24th and 27th January 2014. Both were carried out online. The figures have been weighted and are representative of all US adults (aged 18+).
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