A recent survey from Laval University shows over 20% of Quebec residents skipped this year’s Super Bowl, largely due to concerns about Donald Trump and economic tensions with the U.S. Viewership dropped to 52.6%, down 6% from last year, with 47.4% expressing disinterest. The “Taylor Swift effect” also waned, with only 10.4% citing her influence. Economic issues and the Kansas City Chiefs’ third consecutive appearance contributed to viewer fatigue. The survey involved 500 French-speaking respondents.
Super Bowl Viewership Declines Amid Economic Concerns
A recent survey conducted by the International Observatory in Sports Management at Laval University reveals that just over 20% of Quebec residents opted out of watching this year’s Super Bowl, primarily due to concerns surrounding Donald Trump and the ongoing economic tensions between Canada and the U.S. The findings were published on Friday.
According to the survey, 52.6% of Quebecers plan to watch the Super Bowl this Sunday, marking a 6% decline from the previous year. The study included responses from 500 individuals, with 27.4% expressing a desire to watch the entire game, while 25.2% intend to tune in at specific moments.
Among those who will be watching—either in full or in part—19% admitted that economic issues are a concern yet still plan to follow the championship clash between the Kansas City Chiefs and the Philadelphia Eagles, which will also be attended by the American president.
Shifts in Celebrity Influence and Team Fatigue
Last year, 41.2% of respondents indicated they were not interested in the NFL’s marquee event. This year, that number has increased to 47.4% for the Super Bowl in New Orleans, with 20.8% attributing their decision to the economic friction between the two nations.
The survey also examined the so-called “Taylor Swift effect,” noting a slight decline in her influence on viewership. Only 10.4% of respondents expressed heightened interest in watching the game due to the presence of the pop superstar, who is dating Chiefs player Travis Kelce. This represents a decrease from 13.2% last year.
The appeal of Swift appears to be stronger among women, with 14.6% showing interest compared to 6.4% of men. In contrast, last year’s figures were more balanced, with 13.5% of women and 13% of men expressing similar sentiments.
Additionally, the Kansas City Chiefs’ third consecutive Super Bowl appearance seems to have dampened enthusiasm for some viewers. Among sports enthusiasts surveyed, 44% indicated that the Chiefs’ repeated presence negatively impacts their motivation to watch the final, while 27.4% of all respondents feel the same way.
In terms of methodology, the data was collected from 500 respondents (250 men, 247 women, and 3 non-binary/transgender individuals) between February 3 and 6, 2025, using the LEO panel (Léger Opinion) on the Qualtrics platform. Participants were required to be French-speaking and at least 18 years old. The sample is representative of the Quebec populace, with a margin of error of 5% (at a 95% confidence interval). Of those surveyed, 15% identified as sports enthusiasts, 54.2% enjoyed sports, and 30.8% stated they do not like sports.