• by Richard Whitman , Columnist, February 9, 2022

A new survey from Denver marketing agency Adtaxi finds that nearly half (49%) of U.S. viewers plan to watch the Super Bowl via a streamed digital channel while 51% plan to watch the old-fashioned way—on broadcast or cable TV.

And 46% of respondents will interact with various forms of digital media while watching the game, including 31% who indicated they will be using social media, while 15% will be on a sporting website, and 8% will be using online forums. 

Like last year most Americans will be skipping larger game-related social gatherings with 43% planning to watch the game either alone or with family at home.

Just 11% plan to throw a watch party, and an additional 11% plan to attend one. The survey also found that only 3% of consumers plan to watch the game from a bar or restaurant. In total, only 25% of Americans plan to watch the Super Bowl outside of their homes.

What to eat and drink during the game is usually an important part of the SB viewer planning process and the survey found that more Americans plan to purchase soft drinks (36%) more than alcoholic beverages (26%) for the upcoming game. And 18% plan to purchase food from restaurants. But many more respondents will be prioritizing snack foods (44%).

Chris Loretto, executive vice president of Adtaxi, surmised that “with nearly half of Americans utilizing digital media while watching the big game, it will be important for marketers to prioritize multiple platforms. The key to resonating on these social and streaming platforms will be a voice and strategy that is highly adaptable to changing circumstances and evolving preferences.”

The survey also queried respondents about broader viewing trends and found that 64% choose streaming as their preferred method of content consumption. And 92% of respondents stream some form of TV/Video content. The majority do so through either Connected TV (64%), followed by Smartphone/Mobile (54%) and/or Laptops (38%). 

Additionally, one third said that they plan to cancel their cable subscription in 2022. 

“It is no surprise that consumers are favoring the convenience of streaming services,” said Loretto. “The results of the survey underscore the importance of capitalizing on digital audiences and is a continuation of years-long consumer trends towards convenience, cost-efficiency, and personalization in media consumption.”

The survey also found that 33% of viewers believe that ads on streaming services are more applicable to their personality and preferences. That beats cable (13%) and broadcast TV (10%) combined. 

And over two thirds (69%) of respondents said they do not plan to go back to a movie theater if new movies are available via streaming. 

Adtaxi said the survey was conducted Jan. 14 online using Survey Monkey with a national sample of 1,127 adults with 772 respondents indicating they planned to watch the upcoming Super Bowl.