Majority of Canadians plan to tune in to Super Bowl LVIII: Poll

eBay searches have skyrocketed

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Canadians are super-stoked for the Super Bowl.

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So says new Maru Public Opinion poll findings that show that half (52%) of Canucks plan to tune in, one way or another, to Super Bowl LVIII on Sunday between the Kansas City Chiefs and San Francisco 49ers.

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According to the poll, the total viewing audience will include 16% who will be turning in just for the halftime show.

Some Canadians – 6% – will also be betting on the game, either with money or via friendly wagers among pals or family members. That equates to about 2.28 million Canadian adults.

Almost four in 10 (37%) Canadians say they’ll watch the entire game, either from a place of their choosing (26%) or by hosting or attending a Super Bowl party with friends or others (10%).

Those most likely to watch the game in full are more likely to be men (47%) than women (37%) but interest among all age groups is almost equal.

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Ontario residents lead the way with the most game viewers (40%) followed by Manitoba/Saskatchewan (38%), Alberta/Quebec (34%), Atlantic Canada (30%) and British Columbia (26%)

The halftime show features R&B star Usher, who will attract more women (19%) than men (12%) in terms of viewers, according to the poll.

Meanwhile, eBay data shows searches on its site are up more than 250% and 150% in the U.S. and Canada, respectively, backed by Super Bowl star power including Taylor Swift, Travis Kelce and Brock Purdy.

The custom puffer by Kristin Juszczyk that Swift wore to the Chiefs’ Jan. 14 home game was an instant social media sensation. The number of searches on eBay in the U.S. and Canada for custom NFL jackets soared by over 2,000% in January 2024 compared to December 2023.

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NFL friendship bracelets, a trend inspired by the singer’s Eras Tour, saw a more than 120% increase in searches on eBay in October 2023 – when Swift first wore one dedicated to Travis Kelce – compared to September 2023.

The number of searches on eBay in the U.S. and Canada for Erin Andrews Chiefs Jackets – worn by Taylor during her third Kansas City appearance on Oct. 12 – increased by over 3,000% in October 2023 compared to September 2023.

When the Chiefs and the 49ers punched their ticket to the Super Bowl two weeks ago, searches for ‘Kansas City Chiefs’ increased nearly 300% on eBay while searches for ‘San Francisco 49ers’ increased by 150% (compared to the day before).

Searches for Travis Kelce grew over 150% in January 2024 on eBay compared to August 2023 – before the couple got together.


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