Super Bowl viewing shifts to connected devices, study finds

Brief: Football fans are less likely to watch the Super Bowl on broadcast TV this year as they shift their viewing to devices such as connected TVs (CTVs), smartphones and tablets, according to the latest annual survey by mobile video ad network AdColony. The percentage of viewers who said they'll watch the big game on a smartphone rose to 11% this year, up from 7% in 2019. Traditional channels still lead the pack, however, as almost three-fourths (72%) of surveyed Super Bowl viewers will watch the game on broadcast TV, followed by connected TV (13%), smartphone (11%), desktop/laptop (7%) and tablet (5%), per AdColony. But the firm's research found broadcast TV viewership of the big game will slip 15 percentage points from last year. Many Super Bowl viewers plan to use their mobile devices while they watch the Feb. 2 game.

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