Millions Tune In, But Many Aren't There for the Watching, According to Jose Ole Poll

ONTARIO, CA (BUSINESS WIRE)–While an estimated 130 million Americans are expected to tune into January 28’s Super Bowl XXXV telecast, a new national consumer poll suggests that nearly half of those viewers won’t be there for the love of the game.

The poll, sponsored by Jose Ole(TM) brand frozen Mexican food and fielded last month by TeleNation, Chicago, indicates that nearly half (44%) of all Americans rank “being with friends and family” more important than the game itself. Among women, alternative motives are even more pronounced, with 45% of women rating the people factor and 11% rating the party atmosphere more important than actually watching the Super Bowl.

The survey was fielded among a statistically representative national sample of 1,000 men and women to reveal areas of appeal around what has emerged as a major, albeit unofficial all-American holiday. All respondents were 18 or older, with roughly half being men (480) and half women (520). Responses were weighted against five demographic variables including gender, age, income, marital and parental status.

“We were curious about Super Bowl dynamics off the ball field and had a hunch that even non-football fans are using the game as an excuse to extend December’s holiday party and food atmosphere well into January,” explains Jose Ole’s Rob Berry, director of marketing for consumer markets at Specialty Brands Inc. (marketer of Jose Ole(TM) brand). “The poll results sure proved our suspicions correct.”

Poll respondents were asked to rank what they like best about Super Bowl, rating these aspects of the game as their top five favorites:

What America Likes Best About Super Bowl

1. Being with friends and/or family

2. The Super Bowl game

3. Party atmosphere

4. TV commercials during the game

5. The food I eat while I watch

Further supporting the notion that the Super Bowl is more than an annual television special, one-in-five of the survey’s respondents, or 20% of the total, attends or hosts a Super Bowl event. And the likelihood of participating in a game-related social event increases with both income and gender. Overall, more men (24%) than women (16%) participate in a Super Bowl party, and respondents with incomes exceeding $50,000 annually are more inclined to socialize during Super Bowl than their lower-income counterparts.

Not only are Americans interested in the atmosphere surrounding the game, but they have definite preferences for what they eat while the teams tackle. According to the Jose Ole(TM) poll, the top five ethnic menu and individual food choices for Super Bowl are:

Top 5 Ethnic Menus

1. Mexican
2. Italian
3. Asian
4. Other
5. French

Top 5 Food Favorites
1. Buffalo Wings
2. Taco Chips & Salsa
3. Pizza
4. Nachos
5. Vegetables and/or dip

Ontario, Calif.-based Specialty Brands Inc., a division of Foodbrands America, Inc., is a wholly-owned subsidiary of IBP, Inc., and a leading manufacturer and marketer of quality frozen food products for the consumer and foodservice markets. Jose Ole(TM), the survey sponsor, is the first brand to feature a complete line of consumer-tested, frozen Mexican products. With seven different product lines, 28 varieties in all, Jose Ole(TM) delivers an unprecedented level of ingredient quality, value and fun.


For an Executive Summary of the Jose Ole poll or additional digital graphic images illustrating poll results, please contact Tara Anderson at Campbell Mithun by phone (612) 347-1328 or by email at

The brand name Jose Ole(TM) contains an accent mark over the “e” in “Ole.” This symbol does not appear properly in some databases.

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Campbell Mithun, Minneapolis Tara Anderson 612/347-1328