Super Bowl LIV solidified its status as a phenomenon where the spectacle rivaled the sporting interest among Mexican audiences, with two out of three viewers drawn in by the halftime show headlined by Latin artist Bad Bunny, according to a study by Research Land.
The study’s data reveals a clear trend: 44% of NFL fans surveyed said the halftime show was the main reason for their interest in the Super Bowl, while only 16% cited the sporting competition and 15% mentioned business and advertising as the driving force behind the event.
Among those who don’t regularly follow the NFL, 47% identified the Super Bowl’s appeal as the spectacle and celebrity appearances, compared to 22% who associated it with the championship game.
The shift in public perception of the event multiplies its economic impact: in the last Super Bowl alone, the economic activity associated with the final reached $50 billion, according to forecasts from the Confederation of National Chambers of Commerce, Services and Tourism (Concanaco Servytur).
Beyond the broadcast of the game, the event boosts food and beverage consumption, television sales, demand for streaming and telecommunications services, and generates intense promotional activity for brands.
