Younger Americans Interest in the Super Bowl Is Down From Last Year

The NFL, Super Bowl LVII broadcaster Fox and sponsoring brands will likely be pleased that most young Americans plan to watch the big game on Feb. 12. But there’s a potential red flag based on new Morning Consult data: Interest in watching the game among U.S. adults ages 18-34 is down 9 percentage points from last year. 

Super Bowl viewership 

While the main television broadcasts of the last two Super Bowls both failed to reach 100 million viewers, the NFL’s cultural sporting event consistently ranks as the year’s most-watched show on U.S. TV (The game peaked in 2015, when nearly 115 million watched the New England Patriots defeat the Seattle Seahawks.) And despite the potential drop in viewership among the 18-34 age group as suggested by the Morning Consult survey, the Super Bowl will continue to grab America’s attention with ease. 

The Jan. 31-Feb. 1, 2023, survey was conducted among a representative sample of 2,205 U.S. adults, with an unweighted margin of error of plus or minus 2 percentage points.

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