How Social Media Is Likely to Affect the Kind of Super Bowl Party You Have

New study shows just how digital they've become

According to the prevailing data, roughly half of Americans who watch the Super Bowl plan to do so at a party. That means some 56 million of us will be sitting on someone else’s sofa when the game is on. The Super Bowl party is, of course, a national institution. And while many of its familiar features—the bean dip, the keg in the kitchen—are as old as pigskin, there’s one newer element that’s just as important as the TV screen everyone’s watching.

@UpperEastRob robert.klara@adweek.com Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands.