Post-match coverage drives record UK interest in Super Bowl

UK readership of Super Bowl coverage rose sharply this year, with post-match interest 63 percent higher than in 2025, according to data from Taboola. The figures point to growing engagement with the NFL showpiece among British audiences.

Articles about Sunday’s game generated more than 4.7 million pageviews across UK publishers over the past three months. On Monday 9 February alone, post-match coverage attracted 2.6 million views, compared with 1.6 million in 2025.

Post-match coverage drives surge

The Super Bowl has gained momentum in the UK in recent years. In 2024, a record 3.4 million viewers in Britain tuned in to watch the game, marking a 48 percent increase on the previous year.

This year’s final saw the Seattle Seahawks defeat the New England Patriots. Coverage of the Seahawks generated 1 million pageviews across Sunday and Monday, reflecting strong interest in the Washington-based team’s performance.

Half-time show boosts engagement

Entertainment content also contributed significantly to traffic. The half-time show, featuring Latin American-inspired songs by Puerto Rican artist Bad Bunny, generated 800,000 pageviews the day after the game. Articles focused on Bad Bunny attracted 1.7 million views over the same period.

Despite the rise in interest, the Super Bowl still trails major British sporting events in readership. Last year, Wimbledon coverage generated 35 million pageviews, while the FIFA Club World Cup drew 10 million and the UEFA Women’s Euro reached 6.5 million.

David Struzzi, Communications Lead at Taboola: "High readership figures this year provide a strong indication of Super Bowl's rising popularity in the UK. But it's not just the football drawing people in. The excitement of the half-time show and the famous faces involved are a big part of what makes this event so special – something UK publishers need to keep in mind when planning their reporting."

www.taboola.com

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