Infographic: 43% of Americans Surveyed Don’t Plan on Watching the Super Bowl This Year

Less than a third say they're very likely to tune in

Interest in the game didn’t increase at all after the New England Patriots and Los Angeles Rams clinched their respective berths.
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Advertiser spend for NFL games has been strong this season, though last year’s Super Bowl was the lowest-rated Big Game telecast since 2009. And according to a new survey from consumer intelligence research platform CivicScience, fewer people are planning on tuning in this year than in years past as well.

Just 33 percent of Americans polled said they were very likely to watch the Super Bowl, with 26 percent saying somewhat likely and 41 percent not at all likely. And interest in the game didn’t increase at all after the New England Patriots and Los Angeles Rams clinched their respective berths. In fact, the number of respondents who said they were unlikely to watch the game actually went up slightly to 43 percent.

“Before the impressive ratings rebound this year, we had certainly noticed a degree of erosion over the past few years, seemingly correlated with the politics and national anthem controversies that cast a long shadow over the league,” said CivicScience CEO John Dick.

This story first appeared in the Jan. 28, 2019, issue of Adweek magazine. Click here to subscribe.

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