Is the Super Bowl really all about football? According to Zinklar’s latest survey, nearly 20 percent of Americans find the halftime show the most appealing aspect of the Super Bowl followed by the social aspect (17 percent) and the delicious food (16 percent). The survey also found that 83 percent of Americans plan to tune into the 2024 Super Bowl, with 75 percent wanting to attend Super Bowl parties.

In fact, even dedicated NFL fans prioritize attending a party with family and friends (42 percent) over going to a sports bar (9 percent) or the game itself (5 percent). Zinklar's data also highlights the favorite Super Bowl snacks and drinks, with chicken wings (37 percent) and beer (43 percent), including Corona Extra (26 percent), Coors Light (20 percent), Modelo Especial (14 percent), and Michelob Ultra (14 percent), being popular choices, providing a detailed view of diverse preferences during the event.

Around 80.5 percent are eagerly anticipating this year's Super Bowl, with more men (86.2 percent) than women (75.5 percent) getting excited, especially in the 25-34 age group with an 88.4 percent anticipation rate. However, about 19.0 percent won't be joining the football festivities this year. Reasons include 56.4 percent not being into sports or 5.1 percent finding the ads and halftime show uninteresting.

For those skipping the Super Bowl, there's a variety of alternative plans. Surprisingly, 10.3 percent are genuinely happy about their other activities, with the 45-54 age group leading at 37.5 percent.

The 49ers (26 percent) and the Baltimore Ravens (24 percent) are America's top picks to win this year’s Super Bowl.

Super Bowl LVIII's ad lineup will include Pepsi's Starry, Nerds' $7 million spectacle, and Eric André's Drumstick debut. Oreo returns after a decade, but Avocados From Mexico will sit this one out. Despite budget constraints, marketers will eagerly participate, with CBS nearly selling out ad slots at $6.5 million to $7 million for a 30-second spot, maintaining the cost from the 2023 game. 

Zinklar's survey revealed diverse American expectations for Super Bowl ads. With Budweiser leading at 15.5 percent, followed by Doritos at 9.3 percent and Pepsi at 7.5 percent.

Super Bowl preparations also come with a budget for many. The survey finds that a significant 63.4 percent plan to spend less than $500 on their Super Bowl-related expenses. The 45-54 age group is particularly budget-savvy, with 81.8 percent opting for a more economical celebration. On the other end of the spectrum, 9.3 percent of respondents have no plans to spend any money on Super Bowl festivities.