Media Consumption Trends During Super Bowl LIX

The Super Bowl continues to be one of the most-watched events in the United States, drawing massive audiences across various platforms. The 2025 Super Bowl was no exception, with an estimated 127.7 million – a 3.2% increase year-over-year – tuning in via traditional & digital media. This year’s event reflected ongoing shifts in media consumption habits, highlighting the increasing influence of streaming services & social media.

Viewership by Platform

• Broadcast TV: Traditional television remained the dominant viewing platform, with approximately 113.2 million viewers tuning in via cable & satellite networks. While this number reflects a slight decline from previous years, it still demonstrates the enduring appeal of watching the game on the big screen with family & friends.
• Streaming TV: Streaming services continued their upward trajectory, capturing around 14.5 million viewers. Major broadcasters & digital platforms provided high-quality streams with customizable viewing options, including multi-angle cameras & interactive statistics, making streaming a preferred choice for younger demographics.
• Radio: Radio still played a significant role in Super Bowl coverage, with listeners tuning in via AM/FM & satellite radio. Many fans relied on audio broadcasts while on the go, whether driving or working during the game.
• Social Media: Social platforms saw high engagement, with users actively participating in live discussions, reacting to major game moments, talking about the Apple halftime show & sharing highlights. Twitter, Instagram, & TikTok led the way in Super Bowl-related content, with millions of short clips, memes, & interactive polls driving conversation.

Multi-Screen Engagement

The trend of second-screen engagement—using smartphones, tablets, or laptops while watching the game—continued to grow, with 70% of the audience using a secondary media source to engage with Super Bowl content. Viewers frequently checked real-time stats, engaged with social media commentary, & participated in interactive campaigns from brands. This second-screen engagement has been a key driver in Super Bowl growth year after year. Social media allows the players to engage with fans in a different way than ever before. Fans see players in a new, more personal way & social media helps propel the athletes into cultural icons.

The Price Super Bowl Ads

With the cost of a 30-second commercial reaching new highs at an average cost of $8 million, brands made the most of their air time. Over the years this price has been significantly growing. The first Super Bowl averaged $40,000 per ad, while in 2024 the average was $7 million. The $8 million is a million more than just last year, & the number is expected to go up in 2026. With the increasing prices, brands focused on maximizing their reach beyond the live broadcast. Many companies released teaser trailers before the game & extended their campaigns across digital & social platforms. Brands are creating buzz before the big game by releasing ads early & increasing the number of eyes that see the ad. By giving audiences time to engage with, talk about & share ads before the Super Bowl, brands can build relevance, increase impact, & ultimately maximize the return on their multimillion-dollar investment.