As Americans gear up for the Super Bowl next month, data from Influence Central shows that the big game is listed as the favorite sporting special – ahead of the Summer and Winter Olympics.

The study, conducted in late 2016, focuses on consumer motivations around viewing habit and their plans to entertain during the game, including what they will serve, as well as social media behavior before and after the game.  

Keeping it simple

While the study found that entertaining has become the top reason consumers watch the Super Bowl, the parties won’t be elaborate:

  • 42 percent of consumers describe planned entertainment as casual tailgate;
  • 27 percent say they plan on having a potluck;
  • 20 percent of consumers plan to serve a luxury spread, with specialty cocktails or themed décor;
  • 9 percent identify as the good guest, attending a party with a dish/beverage to pass; and
  • 3 percent think of themselves as the caterer, purchasing prepared foods.

The top two types of food that hosts plan to serve are primarily hors d’oeuvres at 82 percent (such as chips and dip) and more hearty fare, including burgers and hot dogs, at 49 percent. Twenty-seven percent plan to serve subs and sandwiches, while 11 percent plan healthy snacks (such as salads) and 10 percent plan to go all out with gourmet items such as tenderloin sliders.

Finding inspiration

The top two resources for inspiration? Pinterest (68 percent) and Facebook (26 percent). Other respondents cited family and friends (24 percent), Instagram (17.2 percent) and past parties (17 percent). Snapchat was at the low end of the list, with only 0.2 percent using it for party inspiration.

Social media

As with many events, watching the game will be paired with engaging on social media. So, what platforms will viewers turn to most? Here’s a breakdown of preferred social channels in order:

  • Facebook;
  • Twitter;
  • Instagram; and
  • Snapchat.


METHODOLOGY 
In late 2016, Influence Central surveyed more than 450 U.S. consumers over the age of 21 who typically watch the biggest game in football each year. Ninety-five percent of respondents were women, and 92 percent have kids.