Out-of-home viewership lifted this year’s Super Bowl audience by at least 20.7%, depending on the demographic, according to data collected by media-and-marketing-research firm Arbitron. Using data based on a panel of 70,000 people, Arbitron determined that audiences in two key advertiser-desired demographics increased significantly when viewers watching Super Bowl XLVI away from their own TV sets were taken into consideration.
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.
NBC Calls Super Bowl Live Stream A Success
Despite some complaints from users, NBC declared its live stream of Sunday’s Super Bowl to be a success. The number of total live streams is likely to top 1 million. The broadcaster said it would report the total number of streams today.
Super Bowl XLVI – Six Screens To Glory
In 2012 watching the game on your living room HDTV isn’t the only “best” way to watch the game anymore. And by that I don’t mean that I didn’t spring for the full 3D TV experience. It’s bigger than that. Today, you can virtually have an “all-access” pass to the Super Bowl while still being hundreds of miles from the stadium.
Advertisers placed many Super Bowl spots on YouTube or social media well ahead of the game, hoping to start a conversation and generate follow-up interest.
Features and segments from NBCUniversal properties include CNBC, Golf Channel, Bravo, Telemundo, Access Hollywood, Weather Channel, E!, Style, G4, iVillage. The NBC Sports Network will present more than 18 hours of live Super Bowl programming. Today Show segments live from Indianapolis start Friday. Late Night with Jimmy Fallon will originate four shows from Indianapolis.
Exclusives
The network fetches $3.5 million for each 30-second spot in the Feb. 5 game. What’s unusual this time around is that the network looks to have outpaced Fox’s record automotive haul of a year ago.
