Welcome to a special “Super–Edition” of The Story. This bonus issue covers The Harris Poll’s latest research on Sunday’s Big Game. Discover how celebrity spokespersons impact brand perception, why the Super Bowl continues to be America’s biggest social ritual, and how many employees are likely to call out sick with football fever.
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Super Bowl Ads: Does a Star-Studded Cast Make a Positive Impact?
Ben Affleck, Sabrina Carpenter, Hailee Steinfeld, Jeff Goldblum, Post Malone. We could keep going, but you get the idea. Super Bowl advertisers have a long history of packing commercials full of celebrities, and this year is no exception.
Using recent Harris Poll data, we looked at the impact of celebrity spokespersons in ads during The Big Game and how they impact viewers’ perception of the advertising brand.
Pushing purchases: 26% of U.S. adults say they are at least somewhat more likely to purchase a product after seeing a celebrity endorse it.
Authenticity is essential: 70% of young adults say it is important for the celebrity to seem like an authentic fit for the product they are endorsing.
Investment worthy: 48% of U.S. adults say celebrities are worth the investment.
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Download the full report to see when celebrity spokespersons provide the biggest payoff for advertising brands, and when brands should stick to hiring your Average Joe instead.
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Speaking of Commercials: What Do Viewers Want?
A recent Harris Poll survey for Ad Age explores what Americans want to see from this year’s crop of Super Bowl commercials. Takeaway – viewers want to laugh, but are split on their wiliness to accept AI created ads:
Keep it light: 71% of people want to see funny ads, and 46% say that they are most likely to remember a funny ad.
Young viewers will be active on their phones: Gen Z (61%) and Millennials (62%) plan to look up featured brands and products, text about the ads, and post their reactions on social media during the game.
The AI divide: Half (51%) of U.S. adults are at least somewhat comfortable watching an ad with AI-generated celebrities, characters, or spokespersons.
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Super Bowl Sunday: America’s Largest Social Ritual
It’s hard to find a single moment that captures the entire country’s attention. Sunday’s Big Game remains a unique exception. The Super Bowl is not just a football game, it is America’s largest social ritual.
Don’t miss out: 69% of Americans plan to watch Super Bowl LX.
United we stand: Half of U.S. adults (51%) say it’s the last event we still watch collectively as a country.
Building a sense of community: 70% say the Super Bowl provides sense of community and belonging.
IRL: 65% of Americans say gathering in real life matters more than the actual football game.
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Will You Be “Sick” Monday After The Big Game?
According to a new Harris Poll survey on behalf of UKG, a record 26.2 million U.S. employees could miss work on Monday, February 9th. Football fever could cost businesses up to $5.2 billion in lost work and productivity.
**Managers anticipate the epidemic:**63% of managers say they plan to ask employees directly about their planned time-off for The Big Game.
Communication is key: 54% say clear communication from their manager would make them less likely to call out or skip their shift.
External events will always impact the workplace: 67% of employees agree that their manager does a good job recognizing how pop culture events, holidays, and other external factors can affect work.
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Looking ahead: February 9th is not the only day this year that could see a spike in sick days. Several largescale sporting events could threaten to infect the workforce in the first half of 2026: Winter Olympics (February), NBA All-Star Game (February), NCAA Men’s March Madness, and theFIFA World Cup (June/July).
Read more about this research in Fortune.
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