Business
Public Profiles
Inspiration
Blog
Log in
Get started
February 2, 2021
2/02/2021

61% of Snapchatters are gearing up for the Big Game

New research shows how brands can score big with Snapchatters during the Super Bowl.
Game Day plans
61% of Snapchatters plan on tuning in to the 2021 Super Bowl,1 and for most football fans it will be a family affair. 44% of Snapchatters say they’ll watch the game with their family this year, while 31% are planning to watch with their friends.2 Nearly two-thirds of Snapchatters (61%)3 anticipate using the app on gameday, and plan on sharing the most snaps throughout the game, after a big play or a bad call, and during the halftime show.4 They are also looking forward to showing their spirit with Super Bowl-themed selfies (23%).5 
For many, having a tasty assortment of apps and finger foods to munch on is a highlight of the day — nearly 60% plan to celebrate Super Bowl Sunday by either cooking their favorite dishes, stocking up on snacks, and/or ordering in on game day.6 Gen Z are most likely to hit the store for provisions or order takeout, while older generations are ready to whip up their favorite recipes.7
Super Bowl 2020 trends
Whatever brands have up their sleeves this year, Gen Z Snapchatters are 1.4x more likely than non-Snapchatters who use other social platforms8 to share their thoughts and reactions to the game’s big moments. Snapchatters’ reaction to Super Bowl commercials is what usually spurs spontaneous sharing on Snapchat. In 2020, there were notable spikes in conversation for advertisers like Google and Pringles when their commercials aired.9 Conversations mentioning “Google” and “Loretta”, the name of the main character from the commercial, spiked significantly between 6:00PM-8:00PM EST, as well as conversations mentioning “pringles”, the “pringles commercial”, and the commercial’s stars “Rick and Morty.”10
Cue the commercials
The Chiefs and Buccaneers are draws, but the main attraction for many Snapchatters is what goes on between plays: the commercials. Snapchatters are just as hyped to watch the commercials this year as the game itself.11 
Hype for the commercials starts well before the Super Bowl, with 54% of Snapchatters reporting they check out the ads before the big game.12 And football isn’t the only fun thing about Sunday, brands play an important role, too — 64% of Snapchatters agree that brands make the Super Bowl more fun, by airing ads that make them laugh (51%), highlighting causes they care about (18%), and connecting them with their families (17%).13
What they’ll be Snapping
This year’s Super Bowl will look different from games in years past, but brands can still count on Snapchatters to share the play-by-play of their favorite commercials and competitive moments.
During last year's game, 68% of Snapchatters used the app to share videos, images, and reactions from the game as they were watching live, with a majority (61%) sharing directly with their friends and family through 1:1 messages. Snapchat usage over-indexed last year when exciting live moments took place during the game.14
Just like last year, brands can score big with Snapchatters this game day by giving them more opportunities to share their team spirit and react to the most buzzworthy moments of the day. 

Snapchat can help your small, medium or large business grow.

1Snap Inc. survey of US Snapchat users January 16 - 20, 2021. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: "Who are you planning on watching the Super Bowl with this year?"; 537 respondents
2Snap Inc. survey of US Snapchat users January 16 - 20, 2021. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: "Who are you planning on watching the Super Bowl with this year?"; 537 respondents
3Snap Inc. survey of US Snapchat users January 16 - 20, 2021. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: "When are you most likely to use Snapchat during the 2021 Super Bowl?"; 472 respondents
4Snap Inc. survey of US Snapchat users January 16 - 20, 2021. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: "When are you most likely to use Snapchat during the 2021 Super Bowl?"; 472 respondents
5Snap Inc. survey of US Snapchat users January 16 - 20, 2021. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: "How do you plan to use Snapchat during the 2021 Super Bowl?"; 492 respondents
6Snap Inc. survey of US Snapchat users January 16 - 20, 2021. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: "How do you plan on celebrating Super Bowl Sunday?"; 506 respondents
7Snap Inc. survey of US Snapchat users January 16 - 20, 2021. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: "How do you plan on celebrating Super Bowl Sunday?"; 506 respondents
82020 Verto Analytics Live Sports Analysis commissioned by Snap Inc.
9Snap Inc. internal data February 2 - February 3, 2020
10Snap Inc. internal data February 2 - February 3, 2020
11Snap Inc. survey of US Snapchat users January 16 - 20, 2021. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: "For the 2021 Super Bowl I'm most excited to..."; 527 respondents
12Source: Snap Inc. survey of US Snapchat users January 16 - 20, 2021. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: "Seeing the previews of the commercials online before the Super Bowl makes me feel…"; 457 respondents
13Snap Inc. survey of US Snapchat users January 16 - 20, 2021. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: "Brands help make the Super Bowl more fun by…"; 448 respondents
142020 Verto Analytics Live Sports Analysis commissioned by Snap Inc.