The Super Bowl has long been recognized as a premier television event, and its appeal continues to grow, especially among CTV viewers. According to LG Ad Solutions' “Touchdown Tactics” report, 87% of CTV users typically watch the Super Bowl, demonstrating the enduring appeal of the event. Among LG Smart TV owners, this figure jumps even higher, with these users being 14% more likely to always watch the Super Bowl. Additionally, 90% of 2024 viewers indicated that they plan to watch again in 2025, showing the Super Bowl’s strong retention power.
The Super Bowl’s popularity is further evident in the year-over-year (YoY) engagement statistics. In 2024, time spent watching the Super Bowl on LG TVs increased by 15%, while total time spent on LG TVs during the event grew by 30%. This highlights how audiences are spending more time engaging with the broadcast. The overall single-day tune-in for Super Bowl Sunday reached 71% on LG TVs, reinforcing the game's status as a critical moment for television engagement.
The Super Bowl is not just for hardcore football fans. In fact, 1 in 3 viewers primarily tune in for the halftime show or commercials, and 1 in 5 are most interested in the halftime performance. These segments represent important advertising opportunities, especially since 1 in 10 viewers are primarily attracted by the commercials themselves. This diversity in viewership motivations opens up pathways for brands targeting non-sports fans during the broadcast.
Additionally, while the majority of Super Bowl viewers are also regular football watchers, 1 in 2 viewers watch NFL regular season games weekly, and 1 in 3 keep up with NFL highlights and game replays. However, the Super Bowl manages to attract broader audiences, including casual viewers who don’t follow the sport closely during the rest of the year.
CTV plays a crucial role in Super Bowl engagement, with 9 in 10 households watching the game on a TV screen, and 87% of viewers regularly consuming content via free streaming apps with ads. LG’s own FAST service, LG Channels, offers over 300 live TV channels, providing brands with a significant platform to reach viewers during the Super Bowl and beyond.
One of the more compelling trends identified in the report is the rise of multi-tasking during the Super Bowl. 77% of viewers admit to using other devices while watching the game, making cross-device advertising an effective strategy to reach audiences who may be splitting their attention across screens. This is particularly important for advertisers looking to capture the interest of household members not fully engaged with the game itself.
Super Bowl ads have a unique place in popular culture, and this report reinforces their significance. 82% of viewers find Super Bowl ads more memorable than regular commercials, and 62% of viewers research products or brands immediately after seeing them advertised during the game. This presents an opportunity for brands to make an immediate impact with their advertising campaigns. However, 65% of viewers expressed a desire for more relevant ads during the Super Bowl, signaling a gap that brands could fill with better-targeted messaging.
Moreover, viewers are more likely to engage with ads that offer tangible benefits. For example, 62% are more likely to interact with ads promoting giveaways and contests, and 56% are more inclined to consider products that feature Super Bowl sales or promotions. Celebrity endorsements also play a pivotal role, with 63% of viewers more likely to remember ads endorsed by influencers.
The report also highlights the effectiveness of shoppable ads, particularly those featuring QR codes. A total of 63% of viewers indicated they would be willing to scan a QR code during a Super Bowl ad, though only 1 in 4 had actually done so during previous broadcasts. This suggests there is untapped potential for advertisers to optimize their QR code strategies during the big game, ensuring that the codes remain visible on screen long enough for viewers to engage with them.
With diverse audience interests spanning beyond just football, advertisers have a unique opportunity to reach both sports fans and casual viewers alike. By leveraging dynamic, shoppable ads, cross-device strategies, and targeted messaging, brands can enhance their impact during this premier event. As the Super Bowl continues to grow in relevance and engagement, understanding these shifts will be key for marketers aiming to capitalize on one of the biggest advertising moments of the year.
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