Thanks for Visiting!

Register for free to get the full story.

Sign Up
Already have a Placer.ai account? Log In

Who Attends the Super Bowl?

by 
Ezra Carmel
 on 
February 9, 2023
Who Attends the Super Bowl?

Our latest white paper, Who’s in the Stands? An In-Depth Look at Arena and Stadium Visits, uses location intelligence tools to uncover the demographic and psychographic characteristics of sporting events attendees – including Super Bowl fans. Below is a taste of our findings. For the full report, click here

Super Travel Plans

As the biggest game of the year, the Super Bowl usually brings a tourism boom to the host city. The heat map below depicts the origins of travelers to the past three Super Bowls (excluding Super Bowl LV in 2021 which was held under COVID restrictions). Year after year, the distribution of Super Bowl attendees is relatively similar to the country’s population distribution – which means, perhaps unsurprisingly,  that the most densely populated regions are well-represented at the game. 

But the data also reveals that many Super Bowl attendees travel from the regions where the competing teams are based, which indicates that die-hard fans are willing to make the trip to see their local team potentially win a championship. The map also shows that visitors from the Super Bowl’s host city and surrounding areas are heavily represented at the game, regardless of whether or not a local team is playing. It’s likely that a significant number of football fans who live nearby take advantage of the rare opportunity to see a Super Bowl close to home. 

Super Bowl LVI in 2022, for example, was played at SoFi Stadium in Los Angeles, CA between the Cincinnati Bengals and the Los Angeles Rams. The event was heavily visited by fans from Southern California as the game was not only being played by the LA Rams, but also at their home stadium in Inglewood, CA. A greater contingent than previous years was also in attendance from Cincinnati, OH and its surrounding areas.  

A Family Affair

Many fans travel to the Super Bowl from the same regions every year, with the host city and the contending teams’ hometowns also providing significant factions of attendees. But analyzing Super Bowl crowds throughout the years also reveals an important demographic shift taking place among those traveling to the Super Bowl – the growing number of family-oriented visitors. 

Since 2019, the True Trade Areas of the Super Bowl stadiums include increasingly greater shares of larger families. Last year’s Super Bowl LVI had an in-person audience that reflected a trade area in which 17.9% of residents came from families of five or more, up from 11.9% at the Super Bowl three years prior. Conversely, Super Bowl attendees in 2022 reflected a trade area in which 37.7% of residents were part of two-person households, a decrease from 47.8% in 2019. 

The increase in attendees from areas with larger families could reflect the NFL’s initiatives to make football a more family-friendly sport, including rule and equipment changes aimed at increasing player safety and supporting youth football clubs. The trend towards an increase in attendees from larger families may also inform decisions about products to promote as well as amenities that will contribute to a family-friendly experience on game day.

Brands invest heavily in ads that air during the Super Bowl. But with the right insights, stadium advertising platforms have tremendous potential to reach target audiences in-person at the big game. While a large audience is part of the equation, in order to achieve maximum impact, an in-depth understanding of visitors is critical.

For more insights into sports events attendees, read the full report here

Get 3 brand & industry
breakdowns every week

Subscribe to the newsletter

Great! Prepare your inbox for data-driven insights...
Oops! Something went wrong while submitting the form.

Get a Demo

Please enter your first name
Please enter your last name
Please provide a valid email
Please enter your email
Please enter company name

Thanks for reaching out!

One of our experts will be in touch soon

Try Placer.ai Free
Oops! Something went wrong while submitting the form.
It’s Showtime! Movie Theaters in the Spotlight
5 Limited Time Offers (LTOs) Driving Restaurant Traffic
Department Store Deep-Dive: Belk
Regional Grocery Chains Staying Ahead of the Competition
Five Chains that Rightsized for Success
Unlocking the Potential of Offline Retail Media Networks
Dining Out With Darden
What’s in Store for Self-Storage?
Nike + lululemon Update: Strong Performance Amid Expansion Plans
Many Ways to Win: Midwest Grocery Deep Dive
Retail, Reinvented: The Rise of the Pop-Up Shop
Navigating a New Normal in Business Travel & Commutes
Placer.ai Office Index: February 2023 Recap
Retail Categories Staying Strong in Volatile Environment
Ulta Beauty: Poised for Success into 2023
Placer.ai Mall Index February 2023: Reasons for Continued Optimism
Catching Up With DICK’s & Hibbett
The Miami-Dade Arena: An Advertising Slam Dunk
Car Washes Revving Up Visits
Tuesday Morning and Sunrises in Home Furnishing
Dining & Valentine’s Day Recap
2023: The Year of the Discount Store
Aldi’s Success Highlights Growing Demand for Value Groceries
5 Retail & Service Categories Holding onto Pandemic Gains in 2023
Visitor Insights from Super Bowl 2023
2023 First Look: Home Improvement Update
How Are Target, Walmart, and Wholesale Clubs Faring in 2023?
Department Store Deep-Dive: Nordstrom
Off-Price: Taking Off in Uncertain Times
Checking in On Middle-Class Hubs
Who Attends the Super Bowl?
Placer.ai Office Index: January 2023 Recap
Focusing On Fitness: Q4 and January Recap
Placer.ai Mall Index: January 2023 – Returning Mall Normalcy?
Location Intelligence Insights Into Concert Attendance
Winning Dining Strategies for 2023
In-N-Out Burger: What to Expect as the Brand Moves East
Location Intelligence Breakdown: Coffee Caps-Off 2022
Digitally Native Brands Lean Into Brick & Mortar
Washington, D.C. Population Changes & Migration Trends
A Location Intelligence Perspective on Macy’s Rightsizing
Amazon-Powered Shopping: The Future of Brick-and-Mortar Grocery?
Cold Weather, Hot Visits: Diving into Winter Resorts
Wawa and 7-Eleven: Leaning Into the “Slurpee Effect”
2022 and Beyond: Catching Up With McDonald’s & Chipotle
Let’s Have Some Fun! Going Out Is In
Placer.ai’s Q4 2022 Quarterly Index
Placer.ai Adds Industry Executives to Leadership Team To Drive Company's Next Phase of Growth
5 Emerging Retail Formats: 2023’s Brick-and-Mortar Evolution
Grocery Update: Zooming in on the Lone Star State
2022 Office Recap: The Year of the TGIF Work Week
What Lies Ahead for Brick-and-Mortar Luxury in 2023
Placer.ai Mall Indexes: December 2022 Recap
Looking Back on 2022’s Holiday Shopping Season
Post-Pandemic Migration Trends in New York
Top Retailers for 2023
The Live Sports Advertising Opportunity
Domestic Migration to the Mountain States: Small Shifts with Big Implications
New Year, New Food: 5 Dining Trends For 2023
Announcing Placer.ai’s COVID RECOVERY DASHBOARD
This is Why Shop-in-Shops Are Everywhere
Super Saturday 2022 Recap
The San Francisco Shift
Grocery Year-End Update: Publix in the Spotlight
Three Ways Retailers Can Think Small to Increase Store Impact
Offline Beauty Is on an Upswing
The Evolving Migration Patterns of New York’s Florida Snowbirds
Placer.ai Office Index: November 2022 Recap
How Viral Social Media Trends Can Drive Offline Engagement
Are You Ready for Some Football? Experiential Marketing Shows Promise
Mall and Shopping Center Trends For 2023
Retail Corridors and Indoor Malls: A Holiday Head-to-Head
Placer Bytes: Nike, lululemon, and GameStop Update
Placer.ai Mall Indexes: November 2022 Update
Black Friday 2022: Consumers Hear the Call
Digitally Native Brands: Taking Off, Offline
Discount and Dollar Stores Leading the Pack
Turkey Wednesday 2022
Retail’s Evolving Holiday Season
Placer Bytes: Starbucks and Department Stores Ahead of Black Friday
Ulta: A Force to be Reckoned With
College Towns Drive Dining Growth
Foot Traffic Trends Reveal Consumers Ready for Holiday Cheer
How Retailers Can Win Big By Going Small
How Are Consumers Feeling Ahead of Black Friday 2022?
Off-Price, Hibbett, and Dick’s Pre-Holiday Check-in
Ho, Ho, Wholesale: Costco, Sam’s Club, and BJ’s
October 2022’s Retail Rebound
Target and Walmart Ahead of the Holidays
Home Improvement: Leave it to the Pros
Despite Inflation, Holiday Season is Off to a Good Start
Placer.ai Office Index: October 2022 Recap
Placer.ai Mall Indexes- October 2022 Update
Americans Double Down on Fitness
The State of Grocery
CVS and Walgreens: The Wave Continues
Coffee Chains Brewing Up Visits
Placer.ai Spotlight: Pizza Players
What Drove COVID-Era Urban Migration Trends?
Kroger and Albertsons: A Merging of Strengths