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How do the interests of Super Bowl viewers compare to those less invested in the Big Game?
Audience measurement firm GfK MRI asked 25,000 U.S. adult Super Bowl fans about their daily activities, consumer behaviors, assets and goals. Many of the conclusions seem somewhat obvious—Super Bowl viewers, for example, index lower for activities related to fashion and makeup, and very high for other sports viewing and participation—but other stats point to an evolution of the typical football fan.