Super Bowl viewers will largely be watching the Big Game on a television this Sunday, with only 16% planning to watch the New England Patriots take on the Atlanta Falcons via live-streaming video apps or the Web.
According to a survey commissioned by advertising firm MGID, those options for US football fans will be provided by Fox Sports, which is live-streaming the game via its Fox Sports Go apps for tablets and connected TVs, or at FoxSports.com. In addition, only 2% of respondents plan to watch on mobile — an option available on only to Verizon Wireless customers.
In contrast, 71% of respondents said they plan to watch the game on FOX at home on TV with a traditional pay-TV subscription. Another 7% said they’ll spend Super Bowl Sunday at a bar, and 4% indicated they will catch the game over-the-air or some other way.
That said, millennials look to buck the curve. About 23% of the younger demo said they plan to stream the game via apps or online, versus 13% of older fans. About 57% of millennials expect to watch at home on TV, versus 77% of everyone else.
Last year’s Super Bowl, in which the Denver Broncos beat the Carolina Panthers, drew an average television audience of 111.9 million. According to CBS, Internet live-streaming of Super Bowl 50 on CBS and NFL properties averaged 1.4 million viewers.
The MGID survey also found that 43% of respondents said they’re either likely or very likely to re-watch their favourite Super Bowl commercials online. In addition, 6% of those surveyed said a Super Bowl spot has positively changed their perception of a brand.
