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Super Bowl Viewership Is Expected to Increase This Year

Los Angeles Times

According to a new Morning Consult survey, the share of Americans who plan to watch this year’s Super Bowl between the Los Angeles Rams and Cincinnati Bengals is the highest since 2019.

Super Sunday:

According to Morning Consult, 67% of U.S. adults say they plan to watch this year’s Super Bowl, up from 61% of respondents who planned to watch last year’s game between the Tampa Bay Buccaneers and Kansas City Chiefs. It’s the highest share since 2019, when 69% of respondents said they planned to watch the Rams play the New England Patriots.

The increase is largely driven by younger viewers. In last year’s survey, Morning Consult found “little variance” among age groups’ likelihood to watch the Super Bowl. However, this year, Americans ages 18-34 (75%) and 35-44 (70%) are more likely to watch than those ages 45-64 (63%) and 65 and older (62%).

While expected viewership among the older cohorts has remained steady year over year, Morning Consult found the share of Americans ages 18-34 is up roughly 23% from last year.

Capping off a big year:

According to Morning Consult, the expected increase in Super Bowl viewership makes sense. This season, the NFL notched its best average regular-season audience since 2015. Along with that, all 12 games in this NFL postseason have seen year-over-year viewership increases.

Ryan Wittler (LinkedIn)

Bagel HQ, Los Angeles, CA


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