DENVER, CO (January 29, 2026)— Adtaxi, one of the nation’s fastest-growing digital marketing agencies, today announced the results of its 2026 Super Bowl Survey. Year-to-year findings show the biggest game of the year has fully evolved into a digital-first, multi-platform experience: audiences are more engaged than ever via streaming platforms, social media, mobile devices, and secondary screens rather than traditional television alone.
This underscores a key shift for brands: the event now acts as a real-time media environment where ads are not only accepted but actively anticipated, and follow-up media plays a critical role in driving results.
“This year’s Super Bowl is more than just a broadcast. It’s a network of apps, screens, and social media spaces,” said Adtaxi Director of Research, Murry Woronoff. “Viewers are splitting their attention across streaming, live chats, and more, which means brands need to meet audiences wherever they are. Simply running a TV spot may not be enough; campaigns should be designed for engagement across multiple touchpoints.”
Among Adtaxi’s survey findings on Super Bowl viewership:
- Divided Attention: 70% of viewers will be consuming the big game through multiple screens. Respondents plan to use at least one secondary platform while watching. Digital video (39%) and social media (33%) lead second-screen usage, with sports websites and group chats seeing increases from 2025.
- Streaming Over TV: The majority of viewers plan to watch via streaming or connected TV, compared to 25% via broadcast or cable. This once again shows the rise of streaming services as digital viewing has steadily climbed from 38% in 2024 to 49% in 2025, and now 58% in 2026.
- The Game & The Ads: 73% of viewers show interest in the game, while 72% show interest in the commercials. This reinforces the Super Bowl as one of the few environments where advertising is equally and actively welcomed.
- Retail Influence vs. Conversion: While 43% say ads drive interest in learning more or visiting a brand online, just 1% say ads lead directly to immediate purchase—underscoring the importance of follow-up media.
- Sports Betting Demand: 53% of viewers plan to place a Super Bowl-related wager, and one in five bettors expects to wager $1,000 or more. Higher-stakes bettors show the strongest interest in pre- and post-game coverage, halftime content, and secondary media. Betting activity correlates with longer, deeper engagement and greater media value.
“It is clear that brands can no longer rely on a single platform. Audiences are fragmented, but they’re still highly engaged,” said Chris Loretto, EVP of Adtaxi. “This creates opportunities for brands to connect in more creative, targeted ways, and leverage streaming, social platforms, and secondary screens to extend reach and impact.”
