As Super Bowl Sunday approaches, Americans are gearing up for one of the biggest entertainment events of the year, but not everyone is tuning in for the same reason. According to a CivicScience survey of more than 2K respondents, 46% say the main reason they watch the Super Bowl is for the game itself. Others are drawn in by different parts of the spectacle: 23% watch primarily for the commercials, 17% for the halftime show, and 13% because they’ll be attending a party or other game-related gathering.

Motivations for tuning in vary sharply by demographic group. Interest in watching for the game itself increases steadily with age, while a majority of adults under 45 say they’re watching mainly for the commercials, the halftime show, or the social aspect. Men are more likely than women to watch for the game, as are adults in high-income households. Regionally, those living in the Midwest and West are most likely to tune in for the game itself, followed closely by residents of the Northeast.

But demographics aren’t the only thing separating football purists from casual viewers. CivicScience data reveal meaningful differences between those who watch for the game itself and those who watch for other reasons:

• Game Predictions: Viewers watching for the game are twice as likely to think the Seattle Seahawks will win, while those watching for other reasons are 10+ points more likely to predict a New England Patriots victory.

• Game-Day Food: Wings and pizza dominate for everyone—but especially for those watching for the game itself. Viewers tuning in for commercials, halftime, or parties still enjoy those staples but are more likely to favor subs, chips and dips, and nachos.
• Food Shopping Mindset: Viewers who tune in for reasons other than the game are more likely to describe themselves as brand-sensitive rather than price-sensitive when shopping for food. By contrast, those watching for the game itself are more inclined to prioritize price over brand.
• Non-Alcoholic Beer: Game-focused viewers are 10 points more likely to say they’ve tried non-alcoholic beer, reflecting a greater openness to beer alternatives.
• Alcohol Preferences: Among adults 21+, those watching for the game lead in drinking beer at least once a month. Those watching for other reasons over-index in consuming wine, brown spirits, and clear spirits.

Whether it’s about the matchup, the ads, the music, or the social scene, the Super Bowl brings Americans together in different ways. And as the data show, why people watch often shapes what they eat, drink, and expect once the game kicks off.

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This article’s data comes solely from CivicScience’s database, which contains nearly 700,000 poll questions and 5 billion consumer insights.