To learn more about the Super Bowl LVII buzz and what people want to read about, Taboola’s researchers analyzed data from November 1, 2022 through January 30, 2023. 

Researchers at the discovery platform Taboola wanted to know the most valuable players (MVPs) in terms of buzz, ahead of the Big Game, with The Kansas City Chiefs and Philadelphia Eagles  battling it out in Super Bowl LVII on Sunday.

Taboola’s data shows that the Chiefs lead with an increase of 93% in readership, compared with a 50% increase for the Eagles.

Eagles quarterback Jalen Hurts wins in terms of the readership with a 143% increase, compared with the Chief’s Patrick Mahomes with a 134% increase in readership.

Super Bowl LVII uniquely positions the Chiefs head coach Andy Reid against the Philadelphia Eagles, a team he coached for 14 years. When comparing head coaches, the data shows that Reid took a 185% lead in readership, compared with the Eagles’ Nick Sirianni at 96%.

For the first time, two brothers on opposing teams are competing to win. Taboola data shows Travis Kelce on the Chiefs has a 96% increase in readership, compared to a 71% increase in readership for Jason Kelce of the Eagles.

When it comes to advertising, M&M has caught the attention of readers. Since the news broke about M&Ms’ new deal with Maya Rudolph, readership interest skyrocketed for Mars Wrigley, up about 627%, and Maya Rudolph, up about 600%. 

Reader interest in the Super Bowl Halftime Show shows a 411% increase in readership, and for Rihanna, it shows a 108% increase in readership, which surpasses past solo, female Super Bowl headliners Beyonce and Katy Perry, according to Taboola.

The most-read food and beverage topics include Pepsi with 2.5 million pageviews, compared with Coca-Cola with 680,000 pageviews; and Sprite with 791,000 pageviews.  

Researchers at Taboola wanted to know the most valuable players. To learn more about the Super Bowl buzz and what people want to read about, Taboola analyzed data from Nov, 1, 2022-Jan. 30, 2023.