AUSTIN, Texas, Feb. 1, 2021 /PRNewswire/ -- How
people plan to watch and celebrate Super Bowl LV will look very
different this year, according to new study by Oracle. The study of
2,000 U.S. consumers who plan to watch the Big Game found that
people are planning to watch alone or via a virtual party, opting
for loungewear over fan gear, and are looking for humor and
inspiration from this year's advertisements.
Fans' Excitement Remains High, But Consumption Will
While COVID-19 has not impacted overall game day
excitement, it has changed how people will experience Super Bowl
- 8 percent of people plan to attend a virtual party while twice
as many people plan to watch alone this year compared to past
- 21 percent of people plan to wear loungewear/pajamas, the same
percentage as fans who will still wear fan gear. 6 percent of
people plan to wear underwear/nothing at all.
- People expect to spend less on the Super Bowl this year with
those spending between $100 and
$500 falling 7 percent from last
- While the Super Bowl won't have the same fanfare, COVID-19
hasn't tamped down excitement for game with people just as excited
for this year's game as previous years.
- The Super Bowl ranks as Americans' third most popular holidays.
The December holidays and Thanksgiving are the two most popular
holidays for Americans.
Fans Forego New Year's Resolutions on Game Day
many things have changed over the last 12 months, one thing remains
the same: People plan to use the Super Bowl as an opportunity to
give in to their cravings.
- 42 percent of people plan on using February 7, 2021 as a cheat day from New Year's
- 19 percent of people plan to drink more than previous years; 16
percent simply plan to "eat and drink everything in sight," and 8
percent plan to drink a lot more.
- 47 percent of people have taken the day off after the Super
Bowl to recover. Nearly three times as many men take off the
day-after the Super Bowl every year. Fans rooting for the Bucs are
most likely to take off the day off after the Super Bowl.
Fans Go to Great Lengths for a Team Win
Fans will go
to great measures to ensure their teams win and regardless of the
result, crying is a common reaction to the game outcome.
- 54 percent of fans would make a major sacrifice in exchange for
their team winning the Super Bowl. The most popular sacrifices were
giving up drinking for a year (22 percent), doing all household
chores for a year (22 percent), giving up your favorite food for a
year (19 percent) and losing a week's vacation (17 percent).
- 35 percent of people say the Super Bowl has made them cry. Men
are twice as likely to cry as women.
- 35 percent of people have superstitions that need to be
followed during the Super Bowl. Gen Z are almost twice as likely to
report superstitions as Baby Boomers.
- Bucs fans are more superstitious than Chiefs fans with 53
percent of Bucs fans having superstitions needing to be followed
during the Super Bowl versus 44 percent of Chiefs fans.
Fans Looking for Humor and Inspiration in
Advertisements are a focal point of the Super Bowl and
this year consumers want to see ads with humor and inspirational
- 53 percent of people say the Super Bowl wouldn't be the same
without the ads, while 16 percent wouldn't watch it without the ads
and 11 percent are only planning to watch the ads.
- 22 percent of people are more excited for this year's ads
compared to past years and 33 percent say they think this year's
ads will be better than last years.
- The majority of people (55%) say humor is their top reason for
watching Super Bowl ads.
- 13 percent of people watch the ads to learn about new products
being launched, while 7 percent watch for the celebrities. More
than any other generation, Gen Z watch the Super Bowl ads to get
new ideas or to learn about new products.
"The Super Bowl is an experience people look forward to every
year and an incredible opportunity for brands to reach and engage a
huge audience," said Nate Skinner,
senior vice president, Oracle Advertising and Customer Experience.
"As our study shows, the fan experience will be very different this
year and in order to make this moment matter, marketers and
advertisers will need to use data to understand changing behaviors
and expectations. Our study provides a glimpse into what to expect
this year and however the big game turns out, we are proud to call
both the Kansas City Chiefs and Tampa Bay Buccaneers Oracle
customers. We couldn't be more excited about their success!"
Learn more about how the world's leading sports organizations
win with Oracle here.
Research findings conducted between January 8 and January 9, 2021 are based
on a survey of 2,000 general consumers. All 2,000 respondents are
planning to watch the Super Bowl. The margin of error is 2.2%.
Gender and age were weighted evenly in the sampling process to
reflect US population demographics, and therefore no post-sampling
stratification was applied. Oracle conducted and analyzed this
survey with a sample procured using the Pollfish survey delivery
platform, which delivers online surveys globally through mobile
apps and the mobile web along with the desktop web.
Oracle offers suites of
integrated applications plus secure, autonomous infrastructure in
the Oracle Cloud. For more information about Oracle (NYSE:
ORCL), please visit us at oracle.com.
Oracle and Java are registered trademarks
of Oracle Corporation.
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