In the run-up to Super Bowl 2026, we asked 500 Americans how they’re planning to experience Super Bowl Sunday: how they’ll watch, who they’ll watch with, what they care most about, and what else might be sharing their attention.
What we found is a Super Bowl that is more casual, more layered, and far more multi-tasked, with watching, snacking, scrolling, and reacting all happening at once.
Everyone’s watching the Super Bowl, but how people watch is another story.
Just under half of Americans (49%) say they will definitely watch the Super Bowl this year, with another 33% saying they probably will. That’s over 80% planning to tune in.
What’s more interesting is how that viewing takes shape.
How are Americans watching the Super Bowl in 2026?
For most Americans, Super Bowl night is happening at home. Not at packed parties but in familiar, comfortable settings.
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46% will be watching at home with family
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16% at home with friends
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12% at home alone
Only 12% say they’re hosting or attending a large, planned gathering. Instead, the most common setups are:
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a small, casual get-together (32%)
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or a low-key night in (33%)
In other words, this year’s Super Bowl looks less like an event you plan weeks in advance and more like a casual Sunday plan.
What are Americans most excited about this Super Bowl?
When it comes to what people are most excited about, three things rise to the top:
1. The game itself
2. The commercials
3. The food
The halftime show follows closely behind. It’s still part of the experience, but not quite in the top tier this year.
This isn’t a single-focus event; it’s a bundle of experiences happening all at once. And despite all the talk of declining attention spans, Super Bowl ads matter almost as much as the game itself.
Are phones part of the experience?
Of course, the TV might have the game, but phones have the conversation.
During the game, people say they’ll likely be:
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Ordering food (27%)
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Checking group chats (26%)
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Scrolling memes (24%)
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Reacting to ads in real time (20%)
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Even a little doomscrolling (20%)
Super Bowl viewing has expanded beyond a single screen.
What are Americans eating and drinking on Super Bowl Sunday?
If viewing plans tend to be flexible, food plans are locked in.
Super Bowl night still comes with clear expectations, and people know exactly what they want on the table.
Some things never change.
When asked what’s non-negotiable on Super Bowl night, familiar favorites rise to the top:
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Chips and dips (57%)
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Pizza (45%)
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Chicken wings (43%)
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Finger foods like mozzarella sticks or spring rolls (41%)
In fact, when asked to describe their Super Bowl food mood, most aren’t planning anything over-the-top.:
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33% are opting for something fun but familiar
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22% want low effort, high reward
- 21% are going for simple home cooking
- 20% want delivery
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Only 17% describe their approach as indulgent and over-the-top
Drinks tell a similar story.
Soft drinks are set to lead the way on Super Bowl night (29%). In fact, more people plan to reach for non-alcoholic options (34%) than beer (24%). But plenty are still undecided on what they’ll drink.
What matters most when choosing drinks?
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That they go well with snacks (40%)
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That they’re easy to drink (24%)
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That they’re crowd-pleasing (22%)
When it comes to Super Bowl food and drinks, people stick with what works: familiar options that are easy to share, easy to enjoy, and don’t interrupt the night
So, for some, it’s the game. For others, it’s the ads, the memes, or the snacks.
Most Americans are watching from home, skipping big parties for smaller, more relaxed setups.
It’s not just about the game, ads, snacks, and second screens all share the spotlight. Phones stay in hand, group chats stay active, and the food? Familiar favorites win.
This year, the Super Bowl is more scroll-and-snack than sit-and-watch.
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Up next: Super Bowl 2026 ads
In The Marketing Pulse: Super Bowl 2026 ad reactions, we look at expectations for Super Bowl ads and early reactions to teasers, with live updates as the ads drop.
