The largest local Super Bowl audiences are not merely determined by home markets of the participating teams. There are four additional key factors to look for that correlate to driving higher local market viewership.
TVB today released an analysis of local viewership results during the Super Bowl. TVB found that Boston delivered the highest local market household ratings for Super Bowl XLVI, averaging a 56.7 for the game. It may come as a surprise that the second-highest ratings for the game were in Pittsburgh, with a 53.0 average household rating. New York came in sixth, with a 49.7. Overall, Boston dominated the local rankings, finishing as the number one market for all adult demographics for Super Bowl XLVI viewing.
The largest local Super Bowl audiences are not merely determined by home markets of the participating teams. There are four additional key factors to look for that correlate to driving higher local market viewership:
- Strong NFL markets. Local markets that are home to well-supported NFL teams tend to be that way for a reason. These are markets where interest in the game is high, regardless of which teams are playing. Viewers in Pittsburgh, Minneapolis and Denver showed that playoff football doesn’t end when their teams’ season does.
- Division rivals. Neither the Philadelphia Eagles nor the Washington Redskins made the playoffs, but each market delivered high amounts of viewers for their rival New York Giants.
- Overall market size. Los Angeles produced ratings that were at or near the bottom of the local market rankings, yet it delivered more total viewers (4.7 million) than every market except for New York. The combined audiences of Los Angeles and Boston (No. 3 at 3.3 million) still didn’t out deliver New York, which had 8 million Super Bowl viewers.
- Hot stories delivering younger audiences. The success of Denver quarterback Tim Tebow was a major storyline this season, and that heightened interest in the NFL translated into Denver being the No. 1 market for kids 2-11 with a 42.0 rating. It was the only demographic second-place Boston (36.2) failed to win. The emergence of quarterback Cam Newton of the Carolina Panthers most likely contributed to increased Super Bowl interest for teens in Charlotte. Charlotte (43.3 with teens) trailed only Boston (53.8) and New York (49.0) in teen viewing.
Top Five Rated Super Bowl Markets, Household:
- Boston, 56.7
- Pittsburgh, 53.0
- Atlanta, 51.3
- Denver, 51.2
- Washington, 51.2
(New York No. 6, 49.7)
Top Five Rated Super Bowl Markets, A25-54
- Boston, 63.5
- Pittsburgh, 52.1
- Minneapolis, 49.9
- Philadelphia, 48.7
- Washington, 48.4
(New York No. 11, 45.3)