Rascasse Audience Intelligence

Super Bowl Audience in United States

A data profile of the people who buy, follow and care about Super Bowl in United States — modelled from more than twelve digital signal sources. Super Bowl has an estimated audience of 36,238,126 people in United States.

#2among American football in United States#10among Event in United States#37in Sports

The average Super Bowl fan in United States is 33.1 years old, more male, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include 7-Eleven, United Airlines, NFL, with strongest over-indexing on 7-Eleven (4.28× the country average).

Demographically, the Super Bowl audience skews more male with an average age of 33.1, and over-indexes on personality traits such as Family Orientation, Need for Security.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

The typical Super Bowl fan in United States is more male, around 33.1 years old, with strong Family Orientation tendencies and a notable affinity for 7-Eleven.

Category: Sports · Type: Event · Subtype: American football

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Super Bowl profile in United States.

Audience size
36.2M
in United States
Gender
44.1%♀
55.9% male
Age
33.1
average years
Country rank
#677
Event in United States
Fig. 01

Search interest · 12-month trend

-27%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Super Bowl fans

44.1% are female, 55.9% are male, average age 33.1.

Fig. 02

Gender split

44.1%
Female
55.9%
Male
Demographic split for Super Bowl audience in United States
MetricValue
Female44.1%
Male55.9%
Average age33.1
Estimated audience size36,238,126
Fig. 03

Age distribution

Ø 33.1
average years
Age distribution of the Super Bowl audience in United States
Age bracketShare%
16-1937%
20-2921%
30-3916%
40-4914%
50+11%
Fig. 04

Worldwide distribution

61.5%

of the worldwide Super Bowl audience comes from United States.

Worldwide audience distribution share by country for Super Bowl
CountryShare
United States61.5%
Canada4.0%
Germany3.3%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Super Bowl audience in United States is strongest.

Fig. 05

Top regions by affinity

Super Bowl fans by region: top regions in United States
#RegionReachAffinity×
01Washington~1M1.31×
02Arizona~1M1.29×
03Alabama~600K1.25×
04Massachusetts~900K1.19×
05Alaska~90K1.19×
06California~4.5M1.15×
07Pennsylvania~1.5M1.13×
08Kansas~300K1.13×
09Colorado~600K1.10×
10Hawaii~200K1.10×
11Maryland~700K1.06×
12Connecticut~400K1.06×
13New Hampshire~200K1.06×
14Washington, District of Columbia~100K1.05×
15Michigan~1M1.04×
16Texas~3M1.03×
17Rhode Island~100K1.03×
18Louisiana~500K1.01×
19Utah~300K1.01×
20Oregon~400K1.00×
21Illinois~1M0.99×
22Virginia~900K0.99×
23Wisconsin~500K0.99×
24Nebraska~200K0.99×
25Missouri~600K0.98×
26North Carolina~1M0.97×
27New Jersey~900K0.97×
28Nevada~300K0.97×
29Iowa~300K0.97×
30Ohio~1M0.96×
31Indiana~600K0.96×
32Georgia~1M0.95×
33West Virginia~200K0.95×
34Delaware~100K0.95×
35Kentucky~400K0.94×
36Montana~90K0.94×
37Florida~2.5M0.93×
38New York~2M0.93×
39Minnesota~500K0.93×
40Arkansas~300K0.93×
41Tennessee~700K0.92×
42Maine~100K0.92×
43Vermont~60K0.92×
44Idaho~200K0.91×
45South Carolina~500K0.89×
46Oklahoma~400K0.89×
47Mississippi~300K0.88×
48New Mexico~200K0.88×
49South Dakota~70K0.88×
50North Dakota~60K0.86×
Fig. 06

Affinity by region

Affinity by region — Super Bowl, United States
0.86×1.00×1.31×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Super Bowl audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Super Bowl audience
#·InterestCategoryAffinity×
01Dallas (1978 TV series)Movies & TV4.51×
02Six Flags Over TexasTravel & Leisure4.46×
03University of OklahomaBusiness & Career4.46×
04Bill BelichickSports4.29×
057-ElevenShopping4.28×
06Portland Trail BlazersSports4.21×
07United AirlinesTravel & Leisure3.90×
08Dallas MavericksSports3.82×
09Cooper FlaggSports3.66×
10Miami HeatSports3.22×
11Fort Worth, TexasTravel & Leisure3.21×
12Luka DoncicSports3.11×
13Quinceañera (telenovela)Movies & TV3.09×
14TelemundoMovies & TV2.74×
15Major League SoccerSports2.55×
16NFL NetworkSports2.02×
17American AirlinesTravel & Leisure2.01×
18CBS SportsMovies & TV1.73×
19NFLSports1.62×
20Lindsey GrahamPolitics & Society1.56×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Super Bowl audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Super Bowl audience · What stands out
TraitClusterDeviationScore
Family OrientationCONSERVATISM1.13×
Need for SecurityCONSERVATISM1.08×
Community OrientationOPEN1.07×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Super Bowl audience · Rather not
TraitClusterDeviationScore
Design AffinityPREMIUM0.66×
ExtroversionTHRILL0.75×
MindfulnessBALANCE0.80×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Super Bowl have in United States?

Super Bowl has an estimated audience of 36,238,126 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Super Bowl fans?

44.1% of Super Bowl fans are female, 55.9% are male, with an average age of 33.1 years.

03

Which brands do Super Bowl fans like most?

Super Bowl fans show strongest brand affinity for 7-Eleven (4.28×), United Airlines (3.9×), and NFL (1.62×) over the country average.

04

Where do Super Bowl fans live in United States?

Super Bowl fans in United States are most concentrated in California (reach ~4.5M), Texas (reach ~3M), and Florida (reach ~2.5M). These three regions account for the largest share of the active audience.

05

What other brands do Super Bowl fans also like?

Beyond Super Bowl itself, the audience over-indexes on United Airlines (3.9×), NFL (1.62×), American Airlines (2.01×), and Portland Trail Blazers (4.21×) compared to the United States average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More American football audiences in United States

See Super Bowl audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Super Bowl. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across United States. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.

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