Welcome to the third quarter of our Super Bowl LX series! We’ve already explored the global excitement of Super Bowl LX, the ultimate halftime performances, and the most coveted game-day snacks in our first two articles. But the big question remains: how do fans actually experience the game as it happens?
Ipsos iSay visitors and members in North America and Europe reveal that watching the game is just the starting point. Some fans prefer to stay unplugged, fully immersed in every play, while others layer the experience with digital interaction, group chats, or fantasy league predictions. And for many, it’s not just about the plays on the field; it’s about imagining the ultimate storybook ending, turning game day into a narrative they help write.
Storybook Endings: Fans’ Imagined Victories
"The crowd erupts. Confetti rains down in shades of blue and red. The Buffalo Bills have finally done it: their first-ever Lombardi Trophy! After decades of heartbreak, the Drought Destroyer story comes to life. Fans are on their feet, singing, crying, and celebrating a win that feels written in the stars."
All right, let’s rewind! That’s the moment more than a quarter (27.5%) of our U.S. poll voters pictured most vividly: the Buffalo Bills finally breaking their streak and claiming history. This was their dream ending: history rewritten at last. For our U.S. Ipsos iSay members and visitors, it’s not yet time for rising stars like C.J. Stroud or Drake Maye to begin a new dynasty (22.6%). Instead, many are still rooting for veteran hero Matthew Stafford to claim one last ring (26%), while others (24.4%) dream of seeing the 49ers turn Levi’s Stadium into a sea of scarlet and gold.
These storybook endings highlight how fans aren’t just watching; they’re living the narrative, blending heroism, history, and fresh beginnings into every moment. Ipsos’ Moments in Sports research shows that this kind of imaginative engagement is a key part of fan loyalty and cultural connection. For example, nearly seven in ten sports fans say that the emotional highs and lows of live events make them feel part of something bigger than themselves. More than half describe major sporting moments as “shared cultural experiences”, and 63% say they engage more deeply when a story or personal journey is attached to the competition.
The same holds true for the Super Bowl. Whether it’s the Buffalo Bills chasing history or a veteran player making one final stand, fans connect with these arcs not just as spectators but as co-authors of the story. It’s this mix of anticipation, emotion, and imagination that transforms a single game into a collective celebration of sport, culture, and community.
From London to Copenhagen: How European Fans Watch the Super Bowl LX
Even among European fans who tune in, engagement varies widely. In the United Kingdom, about half of viewers (52%) watch primarily for the game; a fifth (21%) focus on the commercials, and roughly a quarter (27%) enjoy both equally.
In the Netherlands, one-third (31%) watch mostly for gameplay, with smaller shares watching commercials (18%).
Swedish viewers show a similar pattern, with 55% focused on the game, 28% on commercials.
In Denmark, most viewers (86%) tune in for the game itself, while 14% split their attention between ads and action.
These differences highlight that, for European fans who watch, the Super Bowl is as much about how they experience it: gameplay, commercials, or a mix, as it is about the touchdowns on the field.
Game-Day Engagement: Watching, Reacting, and Sharing
Super Bowl LX proves that fans experience the game in multiple ways simultaneously:
- Digital Interaction: Browsing X/TikTok and other platforms for memes, reactions, and live commentary.
- Group Chats: Messaging friends and family to celebrate big plays, commercials, or halftime surprises.
- Fantasy Leagues & Predictions: Tracking stats and debating outcomes in real time.
- Unplugged Moments: Simply watching the game and ads, soaking in the live experience.
60% of Fans Focus Solely on the Game
Across Europe and North America, nearly 60% of fans stay unplugged to focus solely on the game and commercials. About 17% participate in group chats, while 16% scroll social media for live reactions. A smaller share keeps an eye on live odds or fantasy league stats, adding another layer of excitement.
Ipsos’ social listening studies, including Synthesio tracking from Super Bowl 2023, show that these real-time interactions amplify the communal experience. Fans don’t just observe; they co-create the narrative, sharing reactions across platforms, time zones, and communities.
Super Bowl LX Finale: What Fans Want from 2026 Ads and Game-Day Trends
As we wrap up the real-time fan experience, stay tuned on February 12th for the final article in our Super Bowl LX series, where we’ll reveal which 2026 Super Bowl ad trends fans are most excited about, who they’d love to see in a commercial, how ads influence brand perception, and whether they’d participate in a Super Bowl ad challenge themselves.
Whether you’re a die-hard traditionalist, a trendsetting fan, or somewhere in between, the series finale will give you the full picture of how Super Bowl LX connects fans, food, music, and imagination.
*These results represent Ipsos iSay web visitors in Europe and North America, conducted January 23 - 28, 2026, and may not reflect the views of the general population.
