Mexico City, Mexico — The Super Bowl has evolved from a sports championship into a major entertainment and business platform, with most Mexican viewers tuning in for the halftime show rather than the game itself, according to a new survey.
Research Land, the market research agency of Grupo UPAX, found that 66% of Mexicans who follow the event do so primarily for the halftime spectacle, while only 20% are interested in the excitement of the final game.
The results highlight a shift from the traditional focus on sports to entertainment within one of the world’s most widely broadcast events. This trend is even more pronounced among those who do not consider themselves NFL followers: 47% of this group identify entertainment and celebrity appearances, such as Bad Bunny’s, as the Super Bowl’s main attraction, compared to 22% who perceive it as a sports final.
“This event now operates as a high-impact cultural and media phenomenon that goes beyond American football,” said Pablo Levy, general director of Research Land. “The game is the centerpiece, but the economic and media value lies in everything surrounding it, like the show, the conversation, the brands, and the audiences.”
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