• by Wayne Friedman , Staff Writer, January 28, 2025

Multitasking during the Super Bowl is only set to increase -- and in tandem with ever-new proving grounds for advertisers.

It’s not just about multi-screens -- at least two (a big TV screen and smaller mobile screen) -- but multi-app/platforms working at the same time.

New research from Adtaxi shows, for example, that 31% of respondents -- 1,021 adults conducted on January 6 -- will only use one screen.

We know from history that traditional TV viewing via the big screen can pull in around 110 million to 120 million viewers.

Last year, Super Bowl LVIII set a new record -- 123.7 million Nielsen-measured viewers, airing on the CBS Television Network, Univision, Nickelodeon, and Nick at Nite. This also includes digital video/CTV from Paramount+, CBS Sports, and NFL+, and other sources. The price tag this year for a 30-second spot is now just north of $7 million.

The biggest secondary source heading into this year’s event on Fox Television Network (and other linear/digital outlets) looks to be social media, with 46% of respondents tagging digital media at the top secondary source; with 30% pointing to cable/broadcast TV as a secondary source.

The broader view shows 77% using some digital media access throughout the day -- coming from any number of possible activities during particular moments of the day.

This includes rising interest in wagering on the game via still growing betting/wagering apps including FanDuel, DraftKings, BetMGM, ESPN Bet, and others.

YouGov.com estimates share for top sites now has DraftKings at 14% share, followed by FanDuel (13%), bet365 (12%) and BetMGM (10%), and ESPN BET, at 9%

Research shows that while sports in particular command more male users than females -- typically 60% to 65% or more -- Super Bowl viewing reveals a more mixed audience -- male viewers (50%). Research also says 47% will be upper income adults.

Adtaxi says Super Bowl multitasking will become increasingly more fragmented.

What does that mean? More opportunities for marketers to dig deeper into targeted audiences with many different activity access data points and interests.

Is that good news? It can be a complicated media play for brands to consider for a possible big score on one of the biggest days for advertisers.

The Super Bowl is a place for even more experimentation. Look for an edgy brand’s version of a new quarterback sneak -- or even a ‘tush push’.