The Super Bowl has long been one of the last bastions of appointment television—an event that still commands mass live viewership in an era where traditional broadcast audiences are fragmenting. Yet, as new research from AdTaxi suggests, the way fans engage with the game is rapidly evolving, the survey finding that nearly 70% of the audience now utilize secondary media to interact with Super Bowl-related content and streaming platforms are now on par with traditional TV as a primary viewing method.
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