The Super Bowl isn’t just a football game. It is one of the biggest cultural moments of the year. From die-hard fans to casual viewers, millions come together for the sport, the spectacle and the shared experience.

Whether it’s the game, the halftime shows or the adverts that steal the spotlight, this single Sunday brings people together like few other events.  

But what keeps everyone tuning in year after year? And what does it reveal about what truly captures our attention and brings us joy?  

Objective 

We recently set BoltChatAI on a mission to explore how US consumers aged 18 to 35 experience the Super Bowl, from how they plan and watch the game to how they engage on social media. 

It also reveals the deeper cultural pull of the Super Bowl, showing how long-standing traditions, iconic halftime moments and memorable adverts come together to spark emotion, drive conversations and shape the way consumers connect with brands.  

Audience & Methodology 

We engaged individuals across the United States, aged 18 to 35, who actively follow sports and make dedicated plans to watch the Super Bowl.

We want to catch insights that reflect real behaviours, motivations and engagement surrounding one of the biggest cultural and commercial events of the year. 

Super Bowl as a Social Anchor 

For many viewers, Super Bowl is more than just a game. It is a beloved tradition grounded in family, friendship and rituals that often span generations.  

From grabbing wings at a favourite local spot to preparing buffalo dip or hosting a bring-a-dish gathering, food takes the spotlight. Singing team anthems and organising games bring added energy, turning living rooms into lively celebration spaces.  

These moments create more than just fun. They build connection, spark nostalgia and keep fans coming back year after year for the shared joy of the Super Bowl experience. 

Engagement Beyond the Game 

While the football match remains the central draw for sports fans, the Super Bowl is much more than that. Viewers also look forward to pre-match coverage, halftime performances and post-match discussions.  

The halftime shows are a standout moment, with memorable past performances by artists like Rihanna, Beyoncé and Bruno Mars drawing in audiences who might not usually watch American football.

The build-up and aftermath add layers to the day, turning it into a full-blown celebration. 

Digital Interaction and Content Sharing 

Social media platforms like Twitter, Facebook and Instagram play a huge role in how viewers engage with the event. From posting live reactions and sharing memes to commenting on adverts and match moments, digital participation strengthens the sense of community. 

Humour, surprise moments and celebrity appearances are particularly popular online, showing how entertainment value and personal engagement drive the online conversation during the game. 

Influence of Super Bowl Ads on Brand Perception 

Super Bowl adverts are more than just marketing. Indeed, they are part of the entertainment. Viewers anticipate them, interact with them in the moment and often remember the standout ones long after the final whistle. 

Brands like Budweiser, Doritos and Pepsi are known for delivering memorable content that makes people laugh, think or feel a connection. Some viewers even say that these adverts have changed how they view a brand or influenced them to try something new.  

While not every ad hits the mark, the best leaves a lasting impression and help shape how brands are perceived in everyday life. 

The Final Score?

And finally, we couldn’t end without a bit of friendly competition. In our final question, we asked participants to call the winner.

Most backed the Kansas City Chiefs over the Philadelphia Eagles…but the Eagles came out victorious! An upset always make it interesting.

If you’re eager to dive into the full report, you can access it here! Interested in learning more about BoltChatAI? Just click the ‘Book a Demo’ button in the top right to get started!