One in five Americans plan to bet on the Super Bowl in 2024

Three in four Americans plan to watch the Super Bowl in 2024, and one in five plan to bet on it, according to the Ipsos Consumer Tracker

The author(s)
  • Matt Carmichael What the Future editor and head of the Ipsos Trends and Foresight Lab
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The Ipsos Consumer Tracker asks Americans questions about culture, the economy and the forces that shape our lives. Here's one thing we learned this week.

Chart showing how many Americans plan to watch the Super Bowl

Why we asked: Because it’s the most wonderful time of the year.

What we found: As we’ve seen in previous years, vast majorities plan to watch the Super Bowl, which is probably overstating what will actually happen, but also goes to the importance of football in America. Nearly all of the top 100 watched shows and events in 2023 were NFL or NCAA football, according to new data from Nielsen. People show up to watch real-time things still. And while the news cycle about the Super Bowl and its ads has both lengthened (ads start “leaking” weeks in advance) and compressed (most media conversation is over by 11 a.m. Monday), it’s something everyone wants to be a part of in the moment.

Chart showing how many Americans plan to bet on the Super Bowl

Why we asked: See above.

What we found: As always, there is a lot of excitement about the ads. As one of my kids said when they were 7 years old (thanks Facebook memories), “If there were a team called commercials I would root for them. Go commercials!” In fact, 40% say they are more excited for the commercials than the game (with a +16 female/male split). One in five plan to bet on the game, which we left broad so would include friendly bets, office pools, and squares as well as formal gambling. One in four want to see Taylor (with Democrats more enthusiastic than Republicans, similar to party splits in the Care-o-Meter). And 36% are excited for Usher, which is 4 points higher than last year’s excitement for Rihanna. If his performance is really 4 points better than hers it’s gonna be … whatever the kids say “cool” is now. Off the hook? Lit? Yeah, it’s gonna be good. Grab some chips and drinks and let’s get ready for some football.

 More insights from this wave of the Ipsos Consumer Tracker:

The economics of your wallet are most important to Americans

Americans care a lot about the FBI director's warning about Chinese hackers

The author(s)
  • Matt Carmichael What the Future editor and head of the Ipsos Trends and Foresight Lab

Society