Skip to content
EDO TeamFebruary 27, 20242 min read

Streaming the Super Bowl: Who Was Most Engaged with Ads During the Big Game?

The Kansas City Chiefs captured their second consecutive NFL championship at Super Bowl LVIII — and their fans were highly engaged throughout the overtime thriller, even during the ad breaks. 

According to EDO data, viewers in Missouri were more likely than those in any other state to engage with streaming ads during the Big Game. Fans in the Show Me state were 13% more likely than the average viewer to take engagement actions, such as visiting a brand’s website or downloading an app, in the minutes after seeing an ad during the streaming broadcast of Super Bowl LVIII.

And that’s just a little of what we learned about how viewers engaged with streaming ads during this year’s Super Bowl.

California, New England among regions where viewers were less likely to engage

It makes plenty of sense that viewers in Missouri were most likely to engage with ads during their home team’s appearance in the Super Bowl. And it might not be a surprise that viewers in neighboring states Nebraska and Iowa were 12% more likely to engage with streaming ads than the average viewer.But what’s fascinating is that consumers in California, home to the runners-up San Francisco 49ers, were 2% less likely to engage with ads than the average viewer who streamed Super Bowl LVIII.

Other low-engagement states include Vermont (-9%), Maine (-9%), Rhode Island (-8%), Connecticut (-7%) New Hampshire (-7%), and Massachusetts (-7%) — evidence that fans in New England were less plugged into The Big Game now that it’s been six years without an appearance from their hometown Patriots.

Here’s what engagement looked like across the country:

Males aged 45-54 were most engaged with streaming Super Bowl ads

Among viewers who watched Super Bowl LVIII via streaming, we saw two key engagement trends: men were more likely to engage with advertising than women, and middle-aged viewers more likely to engage than older viewers or young adults.

The most engaged demographic was males aged 45-54, who were 18% more likely to engage with ads than the average viewer. This demographic was followed by males aged 35-44 (12% more likely), women aged 45-54 (+11%), and women aged 35-44 (+5%).

What’s fascinating is that while women aged 25-34 saw the most streaming ads of any demographic we tracked, these viewers were least likely to engage. Despite making up 15% of all ad exposures during the game, this demographic was 10% less likely to engage with ads than the average viewer.

Other low-engagement demographics include women aged 65 and older (6% less likely to engage than average), women aged 55-64 (-6%), men aged 55-64 (-6%) and women aged 18-24 (-5%).

The Super Bowl might be over, but the Olympics are right around the corner

With the Super Bowl in the rearview, marketers are hard at work preparing for the next big tentpole sports event: The 2024 Paris Summer Olympics.

If you’re one of them, we’ve got good news — our new Olympics TV Outcomes Report is loaded with valuable insights to help you go for the gold. 

Read it today to learn which networks, dayparts, and events have been most effective at generating the immediate consumer engagements that are proven predictors of future business success