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The Pulse: Super Bowl Sunday Is Coming

The Pulse of the American Consumer is focused on continued insight into consumer sentiments for businesses across all industries.


COVID-19 and the new presidential inauguration are still on consumers’ minds, but with the playoff football games happening last weekend, US adults are turning their attention and excitement to Super Bowl Sunday. In order for businesses to have the most success connecting with their consumers, they have to understand them – what they are interested in, what they need, and how they feel.

At ENGINE, we have the real-time pulse of the consumer, today, and always. Throughout 2021, we will be offering weekly insights through identifying important data points and trends from the voice of the consumer.


KEY FINDINGS AS OF January 24, 2021:

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If you would like more information on ENGINE CARAVAN surveys, contact us below:

At ENGINE, we will be keeping up with the pulse of the consumer throughout 2021, and are regularly running our CARAVAN surveys on current social issues. Contact us at caravaninfo@enginegroup.com for more information or for the full CARAVAN survey findings.

This Online CARAVAN® omnibus surveys were conducted on January 8-10, January 15-17, and January 22-24, 2021.  Approximately 1,000 adults selected from opt-in panels were surveyed. The results are also weighted to U.S. Census data to be demographically representative.

Written by the CARAVAN team at ENGINE Insights.

The Pulse of the American Consumer

Current Events:

How closely have you followed these news events of the PAST WEEK?

  • The latest updates regarding COVID-19 vaccines
    • Total Followed Closely: 70% (-3% change)
    • Very Closely: 38% (-1% change)
  • The latest developments concerning COVID-19 infections and deaths in the United States
    • Total Followed Closely: 67% (-6% change)
    • Very Closely: 36% (-1% change)
  • The second impeachment of President Trump
    • Total Followed Closely: 54% (10% change)
    • Very Closely: 27% (-12% change)
  • The National Football League (NFL) playoffs
    • Total Followed Closely: 40% (+4% change)
    • Very Closely: 21% (+2% change)
  • The inauguration of Joe Biden as the 46th President of the United States (new)
    • Total Followed Closely: 61%
    • Very Closely: 37%

How concerned are you currently about these issues?

  • The continuing impact of disinformation and fake news on society
    • Total Concerned: 80% (-3% change)
    • Very Concerned: 50% (no change)
  • Your state having to enforce new lockdown measures due to rising Coronavirus cases
    • Total Concerned: 69% (-4% change)
    • Very Concerned: 32% (-4% change)
  • Contracting the Coronavirus
    • Total Concerned: 73% (-2% change)
    • Very Concerned: 40% (-1% change)
  • Your household’s finances being negatively impacted as a result of the ongoing pandemic
    • Total Concerned: 69% (-3% change)
    • Very Concerned: 35% (-3% change)
  • The amount of time you need to wait to receive the COVID-19 vaccine
    • Total Concerned: 55% (-2% change)
    • Very Concerned: 27% (-1% change)
  • Being able to go on vacation in 2021 as you would have before COVID-19
    • Total Concerned: 58% (+2% change)
    • Very Concerned: 28% (+2% change)
  • Your general lifestyle being disrupted by new policy decisions made by the Biden/Harris administration (new)
    • Total Concerned: 56%
    • Very Concerned: 31%

COVID-19 & The Vaccine

  • 19% of American adults have already received or are currently registered on a waiting list to receive the COVID-19 vaccine
  • 32% have not received it yet but will as soon as its available to them
  • 26% will likely get the vaccine eventually but prefer to wait until more evidence of safety and effectiveness is available
  • 23% do not plan to receive it at all
  • 82% of American adults support President Biden’s challenge to focus strongly on ‘masking up’ during his first 100 days in office
    • 59% of respondents indicate strong support for this initiative

An Inauguration to Remember

Beyond the actual swearing in, there have been other highly discussed topics. Which of the following have you engaged with on social media, viewed, followed, or discussed since Inauguration Day, January 20th?

  • 50% Senator Bernie Sanders’ attendance and appearance at the inauguration
  • 38% Youth poet laureate Amanda Gorman’s inaugural poem
  • 24% The prime-time television special, ‘Celebrating America’, which was hosted by Tom Hanks and featured several celebrity performances

Of those who viewed, followed, or discussed Amanda Gorman’s inaugural poem since Inauguration Day, 56% watched it during the live broadcast, 40% have discussed it with family or friends, 31% have viewed it again since, 24% did an internet search to learn more about Amanda Gorman- while another 18% have read the full transcript. Viewers had strong emotional reactions to this poem- 66% indicated that it made them feel more hopeful, 49% felt emotional, and 41% had a feeling of confidence.

Of those who viewed, followed, or discussed Senator Bernie Sanders’ attendance and appearance at inauguration, 44% have discussed it with family or friends. 44% interacted with posts about it on social media, with 12% creating their own post. 33% sent a meme to friends or family, with 8% creating their own meme of it.

  • 78% of American adults feel patriotic about the United States right now, compared to just 68% two weeks ago following the events at the Capitol Building.

The Super Bowl

  • 70% of American adults intend to watch the Super Bowl this year
  • 53% plan to watch in their own home
  • 7% plan to watch at a friend or family member’s house
  • 1% plan to watch at a bar/restaurant setting

How much do you agree or disagree with these statements regarding this year’s Super Bowl?

  • You are looking forward to the Super Bowl MORE THAN USUAL this year to serve as a distraction from current events such as politics and the pandemic
    • 57% Strongly/Somewhat Agree
    • 22% Strongly Agree
  • You are disappointed that some of the usual brands will not be airing new commercials on this year’s Super Bowl broadcast
    • 48% Strongly/Somewhat Agree
    • 14% Strongly Agree
  • You are NOT AS EXCITED to watch the game this year knowing that the stadium will not be filled with fans
    • 73% Strongly/Somewhat Agree
    • 40% Strongly Agree
  • In general, the ongoing COVID-19 pandemic has caused you to be LESS INTERESTED in the game this year
    • 46% Strongly/Somewhat Agree
    • 16% Strongly Agree
  • You are LESS INTERESTED this year because you can’t gather with family and friends as you normally would
    • 46% Strongly/Somewhat Agree
    • 26% Strongly Agree

As you may know, CBS has the broadcast rights to this year’s Super Bowl. Knowing this, what is the primary way that you plan to watch the Super Bowl on CBS this year?

  • 61% On your local CBS affiliate via your cable/satellite subscription
  • 24% Via an over-the-air television antenna connection
  • 14% Streaming via CBS All Access/CBSSports.com
  • 1% On whatever format the bar/restaurant/establishment that I plan to go to uses

More Super Bowl Stats

  • 14% of adults who intend to watch the Super Bowl this year plan on attending a Super Bowl party.
  • 56% of those who plan to watch the Super Bowl, but will not attend a Super Bowl party say that the COVID-19 pandemic has an impact on this decision.
  • Of those who plan to watch the Super Bowl, 50% say that the game is their favorite part- 29% say it’s the commercials, with another 21% most interested in the halftime show.
  • 54% of Adults who plan to watch the Super Bowl intend to comment on social media during the game
    • 38% plan to use Facebook
    • 25% will use Instagram
    • 14% will use Twitter
    • 8% will use TikTok

Dig deeper with the ENGINE Insights COVID Dashboard

The ENGINE COVID-19 dashboard delivers an easy-to-use, self-serve platform providing access to all of our COVID-19 tracking data including industry specific deep-dives and online behavioral data. This tool puts ENGINE’s data in your hands to uncover meaningful insights to your specific business questions.