Fortunately for Fox, this means that this most recent outing of the game was the most-watched ever. The 2015 running of the final attracted 114.4 million viewers, while the 2022 final saw 112.3 million viewers. The new figure for the Super Bowl is also closer to iSpot’s estimate of 118.2 million.

This sentiment is echoed in Cheetah Digital’s 2022 Consumer Trends Index, which reveals a 110% increase year-over-year among APAC consumers who want to be treated as an individual. They want more personalised messages based on their own individual wants and needs. Unfortunately, only 27% feel like their brands truly understand them, creating a huge gap.

This piece was written by Sara Coghlan. She is a senior marketing manager, APAC, Cheetah Digital.