Super Bowl LVII: Canada’s most anticipated sports broadcast

Super Bowl LVII is fast approaching and Canadians are digitally gearing up for the championship game. Viewership within Canada has been on the rise over the past few years – so much so, viewership has about doubled since 2017. Just last year, almost half of Canada’s population tuned in for the championship game. 

Because Super Bowl LVI was the most-watched broadcast in Canada last year, we wanted to see how many Canadians would be tuning in for this year’s game. To learn more, we asked 1,000 Canadian households what they’re most looking forward to, how long they plan to watch the game, and where and how they’ll watch the championship.

According to our study, Canada’s Super Bowl LVII viewership is scheduled to break Super Bowl LVI’s viewership record. Last year’s championship game collected about 45% of Canada’s population, while our study shows that over half (52.6%) of Canadians will be watching the championship. 

Reasons vary for why Canadians are looking forward to the game – whether it’s for the sport, the halftime show, the parties, etc. Over a quarter (31.6%) are most excited about the halftime show, where Rihanna will be performing after her hiatus. About 29.3% are looking forward to the social scene of the event – where they’ll be attending or hosting parties at home, friends’ or family members’ houses. Only 16.6% of Canadians are most excited about the game itself, while 11.2% are most looking forward to the famous commercials. A few (9.8%) are excited about the Super Bowl food scene, while others (1.5%) are hoping to make some money with bets. 

Since many watch the championship game for various reasons, we asked Canadians how long they plan to watch Super Bowl LVII. Only 15.9% won’t be watching the halftime show as 9.7% of viewers will watch until the end of Q1, while 6.2% will watch until the end of Q2. 39.2% will watch until the halftime show ends, while 2.9% plan to stay till the end of Q3. The majority of Canadians (42%) will watch the entire championship. 

With Super Bowl viewership on the rise, we wanted to find out where and how Canadians will be watching the championship. Over half (55.3%) will be watching at home – via cable (52.6%) or streaming service (38.4%). Many (36.2%) plan to gather at a friend or family member’s house to watch the game. Only 6.4% don’t plan to watch Super Bowl LVII on the scheduled night, while 2.1% will be viewing the game at a bar. 

Super Bowl Viewership History

To get a better understanding of the Super Bowl viewership across the nation, we asked participants about their Super Bowl viewership history. 

More than two-thirds of the Canadian population (83%) have watched a Super Bowl championship previously. While Canadians are most looking forward to the halftime show this year, many (33.6%) watched the championship game for the social aspect in the past years. Only 28.8% watched the Super Bowl for the halftime show, while 18.3% tuned in for the sport itself. 7.5% wanted to watch the commercials, while 5.6% wanted to keep up with cultural events. Only 4.7% watched the game because they went to a party and 1.5% watched for betting purposes. 

Canadians don’t have many traditions when it comes to the Super Bowl. While 44.8% watch with friends and family, 34.9% don’t have any traditions at all. Only 18.7% buy special Super Bowl snacks and 1.7% throw a party.

Methodology

In January 2023, we surveyed 1,000 Canadian households across the entire nation. The average age in years is 34.5. The average household income is $96,662.24. 

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