How Your State Dipped Chips During the Super Bowl (Map)

Aaron Gunderson
Site Director & Writer
Read More
February 05, 2017
2 min read

No Super Bowl party is complete without a delicious, savory dip for your chips, so we’ve dipped into Google search data (see what we did there) to find America’s and your state’s go-to dip.

Most Popular Super Bowl Chip Dips

At, we're fascinated with how people consume media through technology, but we're also highly curious as to what people consume while getting the most out of their technology. It makes sense, then, that we would be curious enough to pull the last 24 hours of Google search data to see what chip dips Americans enjoyed while watching Super Bowl LI. Search volume isn’t the end-all be-all of chip dip data, but it’s a damn good indicator of which dip recipes sports fans were looking for in the hours before kickoff.

We considered dozens of dips in our research—everything from quinoa dip (gross!) to classic Velveeta dip. After reviewing the data, we eliminated some of the more irrelevant dips and landed on the five most popular dips nationwide: salsa, seven-layer dip, cheese dip, guacamole, and Buffalo dip.

Which of the top five dips is the winner in each state, and what’s the nationwide pick?

Here's a look at Google search volume of the top five dips over a 24-hour period. Buffalo dip enjoyed steady, nationwide dominance and peaked just two hours before kickoff. We looked at search data from previous Super Bowl Sundays, and Buffalo dip performed equally well, though its popularity definitely emanates from the East.

Nationwide Chip Dip Interest

Let's dip into the data

For those who care to dive a bit deeper into our dip research, we threw together a table to show how each of the top five performed in each state. We also found some tasty insights from our research we’ve shared below:

  • In previous years, cheese dip has maintained a strong hold across the Midwest and South. That said, Buffalo dip seems to be eating away at that stronghold as time goes by.
  • Californians, along with all other West Coast inhabitants, know damn well that guacamole is the best thing that can happen to avocados. We can’t help but agree.
  • Utah is the only state to lead with seven-layer dip. If you haven’t heard of this delicious dip recipe, we recommend giving it a try. It has cheese and guacamole, so it’s already got two of the top five dips covered.
  • With an abundance of Hatch Green Chiles on hand, it's no wonder New Mexicans lean toward salsa as their chip dip of choice.

Quick note about how to interpret these numbers: Google Trends calculates the popularity of a search term as a fraction of total searches in a geographic area. A value of 100 is the peak popularity for the term. A value of 50 means that the term is half as popular. Likewise a score of 0 means the term was less than 1% as popular as the peak.