The Super Bowl isn’t just America’s biggest sporting event; it’s one of the most-watched live performances worldwide. In 2025, 127.7 million viewers* in the U.S. tuned in, according to the NFL (National Football League). Still NFL reports the excitement doesn’t stop at America’s borders: across Europe, 62.5 million viewers watched the Super Bowl, marking a 10% increase in international viewership, including 3.7 million in the United Kingdom (+18% year over year) and 3.8 million in Germany (+13% YoY)*.
Even viewers who aren’t die-hard football fans tune in for halftime shows, commercials, and social media buzz, proving the Super Bowl is a worldwide celebration of sport, culture, and community.
But we want to hear from you! Do your favorites align with the global trends, or is our community charting its own path? Cast your vote in our Question of the Day (QOTD) and see how your picks stack up against other fans. Every week, we’ll reveal the results and see if you’re a "Traditionalist" following the global stats or a "Trendsetter" leading a new game-day movement!
Halftime Shows: A global stage for entertainment
The Super Bowl halftime show is one of the most-watched live performances worldwide, with NFL mentioning that it’s often attracting more than 100 milllion viewers*. Kendrick Lamar’s Super Bowl halftime performance averaged 133.5 million viewers*, setting a record and surpassing Usher’s 2024 show (129.3 million). For context, that’s nearly on par with the Eurovision Song Contest Grand Final, Europe’s biggest annual entertainment event, which reached roughly 166 million viewers* worldwide in 2025 (Eurovision, 2025).
At the Super Bowl, music icons deliver unforgettable performances with high-energy medleys, spectacular visuals, and surprise guest appearances that trend across social media in every time zone. From Beyoncé and Shakira to The Weeknd, Dr. Dre, Eminem, and Kendrick Lamar, these shows are shared moments fans remember, discuss, and celebrate for years.
Ipsos’ Synthesio social and search listening intelligence tracked 4.9 million Super Bowl-related social mentions, with Lamar’s performance dominating the conversation*.
Curious which halftime elements fans love most this year? That’s part of our QOTD series, make sure to vote and follow the results to see how your favorites compare!
What’s on the menu for game day celebrations?
While the Super Bowl may be American football’s grand finale, the food traditions around it have spread far beyond U.S. borders. From classic chicken wings and sliders to nachos and dips, the day has become an excuse for friends around the world to gather, snack, and celebrate.
One Night of Bites, One Month of Ball: Why American Game-Day Snacking Doubles the Impact of EURO 2024
In the U.S. alone, an estimated $14.9 billion* (~€13.6 billion) is spent on game-day food and drinks each year, nearly twice the $8.1 billion* (~€7.4 billion) economic impact of UEFA EURO 2024 across its host country and cities. In other words, Americans spend nearly twice as much just on snacks and drinks for one night as Europe does host a month-long football championship.
Has the food ranking shifted this year? Follow us to see the results in our QOTD series!
Fan engagement: The Game beyond the Game
In today’s digital era, it’s hard to imagine sitting glued to the TV just to watch the game anymore. Fans now interact with the Super Bowl in countless ways: sharing memes, checking live stats, chatting in group threads, or joining fantasy leagues and prediction games. But what is the top activity while the game is on? Our Question of the Day “While watching the Super Bowl, how are you primarily engaging with the game on the big screen?” will reveal whether it’s:
- Browsing X/TikTok for real-time memes and reactions
- Checking live odds and sports betting apps
- Chatting in a group with friends or family
- I’m “unplugged”—just watching the game and the ads
Keep following the series to see how your engagement habits compare with fans worldwide!
Super Bowl Ads: Creativity, trends, and impact
Super Bowl ads are a cultural phenomenon, often as talked about as the game itself. According to Ipsos research, 78% of U.S. viewers say they watch the Super Bowl ads, and 24% watch all the commercials attentively, with 11% watching primarily for the ads rather than the game*.
Across Europe, NFL shows that millions of fans tune in to watch the Super Bowl live: for Super Bowl LVIII, 62.5 million viewers outside the United States watched the game, including 3.7 million in the United Kingdom and 3.8 million in Germany*, illustrating that Europeans are part of the global audience exposed to the broadcast and its commercials.
In our Question of the Day series, we’re exploring which ad trends you’re most “sold” on, whether you’d participate in a Super Bowl ad challenge, and how much ads influence your opinion of a brand. Vote and stay tuned to see which campaigns captured the global audience’s attention this year and how your views compare to others around the world!
The Bigger Picture: Culture, community, and celebration
The Super Bowl has grown far beyond American football. It’s become a global event that celebrates creativity, connection, and entertainment. Every performance, every ad, and every cheer brings people together, no matter where they are in the world.
Ipsos iSay visitors and members are sharing their take on what makes Super Bowl LX unforgettable: from the perfect halftime show to the ultimate party plate.
Join the conversation: Share your opinions, cast your votes, and come back to see how your picks stack up. Whether it’s your favorite halftime performance, the ultimate snack spread, or the most unforgettable play, this is your chance to be part of the global discussion. Let’s celebrate Super Bowl LX together!
Note on Methodology: The "Question of the Day" (QOTD) polls are intended for community engagement and entertainment. Unlike formal Ipsos research, which uses rigorous scientific sampling to represent entire populations, QOTD results reflect only the views of the specific visitors and members who choose to participate on this platform.
*Sources:
Data and insights referenced throughout this article come from the following reports and releases:
- National Football League – Super Bowl LIX averages record audience of 127.7 million viewers
- National Football League – Global audience of 62.5 million watched Super Bowl LVIII
- Ipsos – Moments in Sports – April 2025
- Eurovision – The stats are in and the Eurovision Song Contest has delivered its biggest impact yet
- National Retail Federation – Super Bowl LX
- UEFA – UEFA EURO 2024 generates economic impact of over €7.4bn in Germany
- Ipsos – The Super Bowl’s Best Ads of 2025
