CBS SPORTS’ PRESENTATION OF SUPER BOWL LVIII IS MOST-WATCHED TELECAST IN HISTORY WITH 123.4 MILLION VIEWERS ACROSS PLATFORMS
120.0 Million Viewers Watched on CBS, Largest Audience Ever for Single Network
Most-Streamed Super Bowl Ever, Led by Record-Setting Audience on Paramount+
CBS Sports’ coverage of SUPER BOWL LVIII, which featured the Kansas City Chiefs’ 25-22 overtime victory over the San Francisco 49ers, delivered the most-watched telecast in history with a Total Audience Delivery of 123.4 million average viewers across all platforms, including the CBS Television Network, Paramount+, Nickelodeon, Univision, and CBS Sports, Univision and NFL digital properties, including NFL+.
Viewership figures are based on Nielsen Fast National data and Adobe Analytics. Final Nielsen data will be available tomorrow.
RECORD-SETTING VIEWERSHIP
- Super Bowl LVIII is the most-watched program ever, averaging 123.4 million viewers across all platforms, up +7% vs. last year’s Super Bowl which was the previous record (115.1 million).
- More than 200 million viewers (202.4) watched all or part of Super Bowl LVIII across networks, the highest unduplicated total audience in history and up +10% vs. last year’s Super Bowl (184 million).
CBS LEADS THE WAY WITH LARGEST AUDIENCE EVER FOR SINGLE NETWORK
- Super Bowl LVIII on CBS led the way with 120.0 million viewers, the largest audience in history for a single network.
- Super Bowl LVIII capped off a record-setting season for CBS Sports. The NFL ON CBS scored the most-watched regular season since the NFL returned to CBS in 1998 as well as the Network’s best postseason viewership since 1998.
MOST-STREAMED SUPER BOWL EVER
- Super Bowl LVIII is the most-streamed Super Bowl in history, led by a record-setting audience on Paramount+.
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Super Bowl LVIII LIVE from Bikini Bottom! on Nickelodeon was reportedly watched by 1.75 million people, according to iSpot.
Update (2/14) - via Forbes:
Nielsen: Nielsen, which has been tracking Super Bowl ratings since the first game in January 1967, reports Super Bowl LVIII on CBS, Univision, Nickelodeon, Paramount+ and other digital services averaged 123.4 million viewers (persons 2+), making it the most watched program in the U.S. The game was also a 7% increase from last year’s record audience of 115.1 million viewers (which Nielsen had revised upward last May).
According to Nielsen’s fast-nationals and Adobe Analytics, the CBS feed averaged 120 million viewers. Univision averaged 2.2 million viewers, making it the most watched Super Bowl on any Spanish language network. The Nickelodeon simulcast, which had a SpongeBob themed feed, averaged about 1.2 million viewers. (By comparison, in 2023 Nickelodeon averaged 190,000 viewers in primetime). The Paramount+ audience was included in the CBS total, the network said Super Bowl LVIII had also set a streaming record.
(Nielsen began including out-of-home viewing in their ratings service in September 2020. Sports Media Watch said, unofficially, the 2017 Super Bowl overtime game Patriots-Falcons had averaged 124.6 million which included out-of-home viewing but not included. Several other Super Bowls which had only measured in-home viewing may have also surpassed Super Bowl LVIII if out-of-home was officially measured.)
Nielsen also reported 202.4 million viewers had tuned in to some portion (a minimum of six minutes) of Super Bowl LVIII, a year-over-year increase of 10% (184 million). Nielsen noted the audience for the Apollo 11 moon landing in July 1969 on the (then) televised by the three broadcast television networks (ABC, CBS and NBC) averaged anywhere from 125 to 150 million viewers. The 2½ hour M*A*S*H finale in February 1983 (also on CBS) remains the highest rated TV program of all-time.
iSpot: According to preliminary data from iSpot, a cross-platform audience measurement provider, Super Bowl LVIII averaged 126.63 million total (Persons 2+) viewers across CBS, Univision, Nickelodeon as well as streamed on Paramount+. According to iSpot it was a year-over-year increase of 10.9%. CBS accounted for the lion’s share of the audience averaging 121.9 million viewers (including streaming and out-of-home viewing). The Spanish language Univision averaged 2.9 million viewers and Nickelodeon averaged 1.75 million viewers. In total, the out-of-home audience (bars/restaurants, etc.) averaged 25.87 million viewers.
iSpot reported viewing peaked at 8:38 p.m. (ET) during the halftime show headlined by Usher. Among adults 18+, of the 81 ads from 65 advertisers, the most watched TV commercial was Etsy’s France spot that ran at 8:23 p.m. (ET).
Samba TV: Samba TV, another audience measurement provider, also reported a year-over-year increase in viewing for Super Bowl LVIII. According to Samba’s Smart TV panel, 39 million U.S. households watched the Super Bowl, an increase of 6% (36.8 million). Samba also notes it was the highest Super Bowl household audience in six years. The halftime show had 30.1 million U.S. households, a 5% increase from last year. Samba said that Poppi was the most watched Super Bowl ad with an average of more than 29.1 million U.S. households. Samba TV also noted the audience skewed towards white households with an increase of 5% compared to the overall U.S. and baby boomer households as Adults 65-74 grew year-over-year by 6%.
AdImpact: Also, according to audience estimates from AdImpact, Super Bowl LVIII viewing peaked at 115.5 million just before the halftime show. Using their Smart TV panel, 59% of the audience watched the game on linear television, 14% viewed the “big game” on YouTube. The remaining 27% of the audience had streamed the game on another provider
Super Bowl LVIII will be remembered for several reasons: It was the first Super Bowl played in Las Vegas. CBS charged advertisers a reported $7 million for a :30 ad, making it the most expensive television commercial to date. It was only the second of 58 Super Bowls games to go to overtime and time-wise the longest ever played.
With Kansas City’s victory 25-22 victory over San Francisco, it confirmed, for many, the Chiefs are the team of the 2020’s. Also, Kansas City, won its second consecutive Super Bowl, becoming the first team since the New England Patriots (the last NFL dynasty) 19 years ago, to accomplish that feat. Over the past five years, it was the Chiefs fourth Super Bowl appearance in the “big game” and third victory. In the process, quarterback Patrick Mahomes has been named Super Bowl MVP three times.
Leading up to Super Bowl LVIII, the ratings (per Nielsen) for the NFL had been on the rise. During the 2023 regular season, the average audience across all networks was 17.9 million, a year-over-year increase of 7% and the second highest total after the 2015 season of 18.1 million. The 12-game post season averaged a record 38.5 million viewers, a year-over-year increase of 9%.
Part of the audience increase can be attributed to the “Taylor Swift effect”. Her relationship with Travis Kelce of Kansas City has boosted NFL ratings among her fan base a.k.a. “Swifties”. In analyzing TV ratings, The New York Times NYT -0.3%, using “back of the envelope calculations”, estimates that this season when Swift is at a Chiefs game, TV ratings for late Sunday games increased by 9% and for early Sunday games the audience grew by 16%.
Taylor Swift was at Super Bowl LVIII.
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Originally published: February 13, 2024 at 03:42 GMT.
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