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In February of each year, thousands of spectators attend the Super Bowl, known globally for its advertisements, celebrity sightings, and renowned halftime show. This year, a staggering 127 million viewers tuned in from their screens to watch the game, which took place at the Caesars Superdome in New Orleans, Louisiana. As spectators flocked to New Orleans, Azira’s consumer behavior insights provided key intelligence into their travel patterns, cross-visitation at local attractions, and more.
01
How far did spectators travel to attend the Super Bowl?
According to Azira’s insights, the Super Bowl attracted a largely American crowd, with only 0.5% of spectators attending internationally. Within the U.S., the most popular states amongst spectators included Louisiana (34%), Florida (10%), Missouri (7%), Texas (5%), Alabama (4%), California (4%), and Pennsylvania (3%). Despite the final teams being based in Kansas City, MS and Philadelphia, PA, the Super Bowl drew a significant number of spectators from within the host state of Louisiana.
02
What were the age and income demographics of Super Bowl spectators?
The Super Bowl drew a diverse crowd across all generations, with Baby Boomers making up 18% of spectators, Gen X at 31%, Millennials at 17%, and Gen Z at 11%. Over half of the spectators (56%) fell into the household income bracket of $0-74K, while the remaining made $75k or higher.
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03
How did spectators make their way to Caesars Superdome?
From the heat map below, Azira’s data revealed the north entrance of the building as the busiest point of foot traffic. The Poydras tram stop, located east of the Superdome, also saw significant activity, as did the Julia tram stop to the southeast. Additionally, the heat map suggests that many visitors chose to drive or carpool, given the levels of traffic observed on the freeway. Some of the busiest streets leading to the Superdome included Poydras St, Lasalle St, and Girod St, which saw heavy foot traffic as spectators made their way to the venue.
04
What local attractions did spectators visit?
Beyond the Super Bowl, Azira’s data revealed insights into other major events happening in New Orleans, including the Super Bowl Experience (February 5-8) and the Louisiana Culture Festival (February 7-8). Our findings revealed:
- 19% of Super Bowl spectators visited the Super Bowl Experience at least once between February 5-8.
- 28% of Super Bowl spectators visited the French Market at least once between February 7-8, with high density near the Shops at the Upper Pontalba and the Shops at the Colonnade.
- 7% of Super Bowl spectators attended both the French Market and the Super Bowl Experience.
The Super Bowl offers a unique opportunity to connect with spectators beyond the game itself, giving marketers the opportunity to create lasting impressions before, during, and after the event. This year, for example, agency Elevate, along with Sportico and Talent Resources Sports, hosted The Elly, a relaxing VIP networking space in the New Orleans Warehouse District, showcasing how brands can engage audiences in meaningful ways.
By analyzing travel patterns, demographic data, and more, marketers and media agencies can gain valuable insights to understand and build addressable audiences, activate personalized digital ad campaigns, and measure the impact through online and offline attribution.
