After further review, the TV rating for Super Bowl 53 actually didn’t fall to its lowest point in a decade, according to the newest figures from CBS. The company now puts Sunday’s total audience at 112.7 million viewers, not the 100.7 million tally circulated the day after the game. The revision stems from Nielsen’s “Out of Home” metric.
Sunday night’s Super Bowl may not have broken any TV ratings records, but it broke new ground for consumers who preferred to stream the game online. CBS says the game drew an average minute audience (one of the closest digital metrics to the Nielsen average viewership standard) of 2.6 million viewers, up 31% from last year’s Super Bowl, and a new streaming record.
The ad, narrated by Tom Hanks, features journalists who have been killed or disappeared. They include Jamal Khashoggi, a Washington Post columnist who wrote critically about the Saudi crown prince.
While the New England Patriots bested the L.A. Rams on Sunday in Atlanta during Super Bowl 53, brands were also winning and losing off the field. Some spots, like Google’s ad about its translation service, charmed many viewers. But others like Mint Mobile’s ad about “chunky milk” fell flat.
CBS is almost sold out of its Super Bowl commercial inventory, according to people with knowledge of the network’s sales process, nearing an end to what is always a frenzied process to sew up millions of dollars in advertising revenue. The network has secured agreements for the last few slots it has available for broadcast in Super Bowl 53, the people say.
The world’s largest brewer will not say how much it is spending for nearly six minutes of commercials, but industry sources estimate it is more than $50 million. That is up from the $42 million that Kantar Media said the brewer spent for four minutes of ad time last year. It is only part of the company’s strategy to recapture market share from craft beers and Mexican imports.
Here are some things to know about CBS’s coverage Sunday as well as other Super Bowl-related programming on other networks.
Movie studios often use the Super Bowl to drop trailers for their coming blockbusters. Since last year, a rival source of video entertainment has been doing the same. Amazon Prime Video will return to the Super Bowl this year, dropping a 60-second trailer in the third quarter for Hanna, a new drama centered on a powerful young girl who must thwart agents who want to take her down, along with her father. The commercial will show Amazon getting more aggressive in the realm of big-game promotion.
Hosted by James Corden, The World’s Best premieres Sunday after Super Bowl 53. Besides impressing judges RuPaul, Drew Barrymore and Faith Hill, contestants have to break through the “wall of the world” featuring more than 50 experts from 38 different countries who score the competition.
Advertisers are hoping to provide some welcome distraction and entertainment as economic fears persist and the nation’s political climate remains sharply divided. As much as this year’s Super Bowl will be a battle on the field between the New England Patriots and the L.A. Rams, it will be a battle between advertisers over who gets the buzz — and who gets forgotten.