The Super Bowl Effect: Meet the Hosts Driving Game Day Spending
In a year packed with major global sporting events, the Super Bowl continues to be the biggest sporting event in the United States. According to MRI-Simmons Trending Topics Study, 21% of U.S. adults plan to watch the 2026 FIFA World Cup and 17% are tuning in for the Milano Cortina Winter Olympics, while 115.3 million Americans are planning to watch the Super Bowl this year. This is equivalent to 44% of the population, making it the most anticipated sporting event of the year. The Super Bowl's cultural significance, combined with its massive reach, makes it a cornerstone for advertisers looking to engage American audiences.
Not only is viewership strong, but enthusiasm for hosting a Super Bowl party is also on the rise. 63 million U.S. adults plan to host this year (24%), up from 56 million last year. These hosts represent a highly engaged and influential consumer segment, and they bring home 14% more household income than average ($107K compared to $94K), making them ideal for targeted campaigns.
Super Bowl Party Hosts: How They Watch and Where They Engage
Super Bowl party hosts are not just casual viewers; they're deeply engaged across multiple platforms. While 29% plan to watch the game live on a TV broadcast network, a significant 23% will stream it live, and 14% will watch it on demand. Additionally, 9% plan to catch highlights via social media, indexing at 238 compared to the average U.S. adult. This high digital engagement suggests that advertisers can reach these viewers not only during the game but also before and after, across a variety of channels.
When it comes to social media, Super Bowl party hosts over index in various platforms. Snapchat sees the highest index, with hosts being 31% more likely to use it than the general U.S. population. TikTok follows with a 25% higher likelihood, pointing to their strong engagement with short-form video content. Instagram and Reddit each show an index of 118, reflecting their interest in visual storytelling and community-driven conversations. Also, YouTube stands out. Super Bowl party hosts are 6% more likely to use the platform compared to the average U.S. adult, reinforcing their consistent engagement across digital media.
From broadcast networks to streaming services, Super Bowl party hosts are watching across multiple platforms. 38% have watched NBC in the past 30 days, making it likely to be the most popular choice to watch the Super Bowl. Meanwhile, 31% have streamed content on Peacock, NBCUniversal’s streaming service, and 11% have watched Telemundo, highlighting the importance of Spanish-language coverage. These habits show that Super Bowl party hosts are embracing multiple ways to tune in, engaging with the event across platforms that suit their preferences.
What Super Bowl Hosts Are Buying
Super Bowl party hosts are gearing up for game day with strong purchase intent across key categories. A top 74% plan to buy food, 50% will purchase alcoholic beverages, and 43% are investing in decorations. Apparel and team merchandise are also popular, with 40% and 34% respectively. These numbers reflect a celebratory mindset and a readiness to spend on items that enhance the game day experience.
Brand preferences among hosts reveal distinct loyalties, especially in snacks and beverages. Doritos Nacho Cheese (22%, Index to total adults: 113) and Cheetos (18%, 113) lead the chip category, while Tostitos (6%, 114) and Frito-Lay (6%, 112) dominate dips. Beer choices show even stronger differentiation; compared to the general U.S. population, Super Bowl hosts are 22% more likely to choose Corona Extra, 17% more likely to buy Modelo Especial, and 9% more likely to opt for Blue Moon. These preferences highlight the brands that connect most strongly with this audience, reflecting broader trends in game day consumption.
Beyond Game Day: Lifestyle Trends Among Super Bowl Hosts
Super Bowl party hosts are entering the New Year with ambitious goals that reflect both personal growth and lifestyle enhancement, making them an especially compelling audience for advertisers. Compared to the average U.S. adult, they are 31% more likely to plan to travel domestically in 2026 and 34% more likely to plan international trips, signaling strong intent to invest in experiences and leisure.
Beyond travel, this audience is focused on self-improvement and making the most of their time. Super Bowl party hosts are 36% more likely to commit to learning a new skill or hobby and 11% more likely to prioritize getting organized, revealing a mindset geared toward productivity and personal enrichment. They’re also reclaiming their time with purpose. Hosts are 83% more likely to take all or more of their paid time off and 38% more likely to cross items off their bucket list. These aspirations reflect a desire for work/life balance while pursuing meaningful experiences.
For advertisers, these resolutions offer a clear view into the values and priorities of Super Bowl party hosts, making them an ideal target for campaigns focused on personal growth, travel, and lifestyle transformation.
Super Bowl party hosts represent a high-value audience for advertisers. They’re deeply engaged with the event, active across media platforms, and show strong purchase intent across food, beverage, and lifestyle categories. Their affluence combined with enthusiasm for hosting and broader lifestyle interests makes them a powerful segment for driving brand impact.
Sources: 2025 Q4 Trending Topics Study (SU25 USA), 2025 Q1 Trending Topics Study (F24 USA), 2025 Summer MRI-Simmons USA. Base: Total U.S. adults 18+.
Activating Super Bowl Party Hosts through MRI-Simmons
Through MRI-Simmons' activation solution, ACT, marketers can leverage trusted and nationally representative data to target and reach U.S. adults planning to watch the Super Bowl, planning to host a Super Bowl party, planning to travel internationally in 2026, or any other target in this blog. Curate your audience with over 60,000 consumer elements: 1000+ attitudes and opinions, 6500+ brands in 1000+ product categories; and 90+ proprietary segments. Then, activate your audience via the ad-tech platform or media partner of your choice.
