Poll: Super Bowl, Taylor Swift and Travis Kelce
This Navigator Research report contains polling data on whether Americans plan to watch this year’s Super Bowl, what Americans view as their favorite Super Bowl food, and who they most want to win.
Nearly three in four say they will watch at least part of this year’s Super Bowl.
72 percent of Americans say they will tune in to watch at least some of the Super Bowl, including 47 percent who say they will definitely watch. Americans across partisanship plan to watch the Super Bowl, including 73 percent of Republicans, 71 percent of Democrats, and 68 percent of independents. Four in five men say they plan to watch (79 percent will likely watch, with 57 percent saying they will definitely watch) compared to two in three women (65 percent will likely watch, with 38 percent saying they will definitely watch), a narrower gap than last year when 66 percent of men and 42 percent of women said they would watch the 2023 Super Bowl.
- Americans plan to watch the Super Bowl regardless of where they live, including three in four Americans living in the Northeast (75 percent), Midwest (74 percent), and South (73 percent), compared to 64 percent of Americans living in the West.
- Americans who did not vote in 2020 are less likely to watch the Super Bowl (65 percent) compared to those who voted for Biden (72 percent) and Trump (73 percent).
- Dads are also more likely to say they will watch the Super Bowl (88 percent) compared to moms (73 percent). Parents, in general, are more likely to watch the Super Bowl (80 percent) than those who are not parents (69 percent).
Prior to the NFL conference championships, Americans were split on who they wanted to win the Super Bowl.
Asked before the outcomes of the AFC and NFC championship games, a plurality of Americans said they did not know enough to say about who they wanted to win the Super Bowl (31 percent), while the next highest share rooted for the Detroit Lions (23 percent), including 27 percent of those living in the Midwest. However, even prior to the championship games, a plurality of Americans living in western states wanted the San Francisco 49ers to win the Super Bowl (30 percent).
- Americans’ favorite Super Bowl foods include nachos, wings, and pizza. Other top contenders include dip, burgers, tacos, chili, chips, popcorn, guacamole, queso, beer, and sliders. Hot dogs also emerged as a favorite in both the South and Midwest.
Two in three Americans have seen, read, or heard about Taylor Swift and Travis Kelce’s relationship.
When asked whether Americans have seen, read, or heard about recent news events, 65 percent say they have heard at least some about Taylor Swift and Travis Kelce dating, including 46 percent who say they have heard “a lot.”
- At least three in five men and women report having known about Swift and Kelce’s relationship (64 percent and 67 percent, respectively), and there is increasing awareness by age groups (62 percent among Americans under the age of 45, 65 percent among Americans between 45 and 64, and 71 percent among Americans 65 or older).
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About The Study
Global Strategy Group conducted public opinion surveys among a sample of 1,000 registered voters from January 25-January 29, 2024. 100 additional interviews were conducted among Hispanic voters. 75 additional interviews were conducted among Asian American and Pacific Islander voters. 100 additional interviews were conducted among African American voters. 100 additional interviews were conducted among independent voters. The survey was conducted online, recruiting respondents from an opt-in online panel vendor. Respondents were verified against a voter file and special care was taken to ensure the demographic composition of our sample matched that of the national registered voter population across a variety of demographic variables.