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The NFL's annual championship game, the Super Bowl, is played on Sunday, which is known as Super Sunday.
Up until Super Bowl LV in 2021, which is now thought to be the final NFL championship game on the first Sunday in February, Super Sunday was the first Sunday in February. Starting in 2022, the championship game is now the second Sunday in February.
Super Bowl L, which was played in 2015, was marked as the biggest international sporting event.
Super Bowl as an international phenomenon
With 114.4 million viewers, the 2015 matchup between the New England Patriots and Seattle Seahawks still ranks as the most-watched event in US television history. A modest 111.9 million viewers tuned in to the championship game last year. Yet, despite this, it still represents an unparalleled opportunity for marketers to connect with more than a third of the country's population in a single hit.
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Since Budweiser's "Frogs" commercial from Super Bowl XXIX in 1995 (see below) stole the show, people outside of the US have grown more and more aware of the huge brand marketing push that begins on the first Sunday in February. Viewership of the commercials on YouTube has increased 25 times since 2008. The top three advertisements in 2016 produced about five million minutes of viewing time.
Global stats of Super Bowl Sunday
The game is primarily an American event, according to the majority of respondents surveyed in the three nations. It was the most strongly recognized in the US (81%), while it was the least strongly recognized in the UK (49%).
19% of British respondents who identify as American football fans say they regularly watch the NFL. In comparison to the UK, 54% of US respondents and 31% of Canadian respondents identify as NFL supporters.
Although the UK has the lowest percentage of American football followers among the three nations, 22% of Britons claim they still watch the Super Bowl despite not being NFL fans. This is very similar to the United States' non-fan viewing rate of 23%.
86% of Americans say that they watch the game on a regular basis, compared to 49% in the UK and 69% in Canada. Only 23% of Britons and 38% of Canadians watch it every year, compared to 60% of Americans. In the UK, 51% of respondents had heard of the event, but hadn't watched it.
In the US, 85% of viewers tune in live, compared to 70% in Canada and 50% in the UK. Online live streaming is more popular with foreign viewers, with 29% and 22% of viewers in the UK and Canada, respectively. This is almost 2-3 times higher than the US average for online viewers (11%).
30% of viewers between the ages of 18 and 35 prefer to watch it live online, which is more common among younger viewers. As age rises, the percentage decreases. Only 19% of viewers between the ages of 36 and 55 and 7% of viewers over 56 watch it live online.
