The National Football League and Nielsen said that a new study they collaborated on estimates that more than 208 million people watched the 2022 Super Bowl, a number 25% higher than the 167 million unique viewers who watched at least one minute of the game based on Nielsen’s previous report.
February Ushers In Big Changes To TV Measurement World
NBCU provided advertising data from the Olympics and Super Bowl and Nielsen integrated broadband-only homes into a local universe sample in a month that marked a turning point in the fraught universe of TV metrics. Note: This story is available to TVNewsCheck Premium members only. If you would like to upgrade your free TVNewsCheck membership to Premium now, you can visit your Member Home Page, available when you log in at the very top right corner of the site or in the Stay Connected Box that appears in the right column of virtually every page on the site. If you don’t see Member Home, you will need to click Log In or Subscribe.
The 2022 Super Bowl scored more than 100.2 million viewers according to Nielsen data from NBC and Telemundo. Cracking that 100 million ceiling, the burly Super Bowl LVI viewership is very nice bounce from the total audience of 96.4 million viewers on CBS and a plethora of platforms and outlets that the Tampa Bay-hosted Super Bowl LV had in early February last year.
Viewers watching Super Bowl LVI via a streaming service experienced the action nearly one minute later than those watching via pay TV, according to data from Phenix, a developer of real-time streaming technology. In light of the fact that nearly half of all viewers were expected to watch the game over the internet, the data suggests that the latency was worse than what previous research has shown and the challenge facing streaming services when broadcasting live marquee sporting events that attract larger than normal audiences.
Matthew Stafford and the Los Angeles Rams emerged the winner of Super Bowl LVI over Joe Burrow and the Cincinnati Bengals at SoFi Stadium on Sunday, bringing together two quarterbacks who never previously played in the top game. What did consumers search for on Google and YouTube while the two battled it out? Google and YouTube on Monday published details on the top trends, searches and ads around the Super Bowl such as the most-searched food “near me” during the game.
Late Monday night in Beijing, NBC sportscaster Mike Tirico boarded a chartered jet for one of the most remarkable travel stretches in sports broadcasting history. He’d been in China for two weeks, waking at about 4 a.m. local time to host the network’s prime-time coverage of the Winter Olympics, and now he was headed toward the NBC studios in Stamford, Conn. After laying over in Japan and spending Tuesday adjusting to the 13-hour time difference, Tirico returned to hosting primetime Olympics coverage Wednesday and Thursday. Then on Friday, he flew to Los Angeles to begin hosting the network’s Super Bowl programming as well — and Sunday, which NBC branded “Super Gold Sunday,” he’ll do something unprecedented — hosting both the Olympics and the Super Bowl in the same day.
Exclusives
Super Bowl 30-second unit ad rates are up 5% year-over-year, according to just-released projections from Standard Media Index’s Forward Bookings intelligence. The rates for the 2021 Super Bowl on CBS averaged $4.53 million, while this year’s preliminary data so far shows a $4.77 million average for NBC.
Supply challenges stifled new car manufacturing across the automotive industry for much of 2021, but with the rise of prices for new and used car sales, the industry saw record-breaking profits amidst high customer demand, despite the low inventory of cars and trucks available. The automotive industry’s participation in this year’s Super Bowl may be a sign of the auto industry stabilizing.
As Madison Avenue approaches year two in its commitment to create a more diverse and inclusive ad industry, most Super Bowl advertisers are either struggling to produce commercials that depict true representation or don’t appear to be trying at all.
The Super Bowl is the biggest U.S. TV broadcast of the year — and this coming Sunday, NBCUniversal hopes that the NFL championship game gets a massive streaming turnout, too. The hope is that cord-cutters will sign up for Peacock to catch the Rams-Bengals in the Super Bowl — and stay for the thousands of hours of TV shows and movies on the service. “We want to get them to the game, but also talk about all the other things happening on Peacock as well,” said EVP Jim Denney.
Dozens of first-time Super Bowl sponsors are entering the fray, adding a different element to the game’s annual advertising extravaganza. Many are fighting for consumer recognition, and think a Super Bowl shout-out will score thousands of likes, tweets, website visits and (maybe) dollars.
New York Attorney General Letitia James is warning consumers of streaming and social media to beware of ads from “deceptive online sports betting companies” during the Super Bowl.
Teed up by riveting playoffs, NBC will rely on the same core technical setup it employs for its regular-season NFL games when it broadcasts Super Bowl 56 on Sunday. “The more you can stick with what got you to where you are, the better off you are,” says Drew Esocoff, the big game’s director. Above, the Infinity Screen by Samsung in SoFi Stadium (Photo: Will Navarro).
NBC Nightly News anchor Lester Holt will interview Biden in Virginia on Thursday, with excerpts to air that evening on Nightly News and Friday morning on Today. The full interview will air during the Super Bowl pregame show at an exact time to be determined. The interview will be Biden’s first of 2022, and his first formal interview since marking one year in office.
Telemundo surrounds Super Bowl LVI with comprehensive, multiplatform coverage from Los Angeles leading up to the exclusive, Spanish-language presentation of Super Bowl LVI featuring the Los Angeles Rams and the […]
Crypto companies are shelling out top dollar for Super Bowl ads as they strive to become household names. Above, Crypto.com has hired Matt Damon for its recent ad campaign.
Michaels has been the lead announcer on Sunday Night Football since its start in 2006, but his contract expires after next Sunday’s matchup between the Cincinnati Bengals and Los Angeles Rams. The 77-year old hasn’t indicated his future plans, but said he does relish becoming a free agent for one of the few times in a career that has spanned more than 50 years.
For the second consecutive year, Coca-Cola has decided not to play in this year’s Super Bowl, as the beverage brand focuses on existing sports marketing plans. The move leaves rival Pepsi’s Super Bowl 56 presence without a major challenger during the broadcast. Pepsi previewed its “cinematic, supersized, five-headliner” Halftime Show lineup earlier this week. The brand spent about $10 million on ads during the 2020 Super Bowl. To put that number in context, Coca-Cola spent $2.78 billion on advertising in 2020, down from $4.25 billion in 2019 and $4.11 billion in 2018, according to its annual reports.
Los Angeles sports and tourism insiders gathered to talk up plans for Feb. 13’s game amid community health concerns: “We have the world’s best stadium and we can host a healthy and safe event.” Above: Moderator Camryn Irwin leads a panel discussion featuring Adam Burke, president-CEO of the Los Angeles Tourism and Convention Board; Kathryn Schloessman, president-CEO, Los Angeles Sports & Entertainment Commission; Katie Keenan, senior director of event operations, NFL; Kevin Demoff, COO, Los Angeles Rams; A.G. Spanos, president of business operations, Los Angeles Chargers; and Jason Gannon, managing director, SoFi Stadium and Hollywood Park, held at SoFi Stadium on Jan. 13.
After more than a decade with NBC Sports, Michele Tafoya will work her final game as a sideline reporter for the company at Super Bowl LVI. In a statement, Tafoya suggested that she wanted to explore professional areas outside of NFL sideline reporting.
“We plan on playing Super Bowl LVI as scheduled at SoFi Stadium in Los Angeles on Sunday, Feb. 13,” NFL spokesman Brian McCarthy said in a statement. “As part of our standard contingency planning process that we conduct for all regular and postseason games, we have contacted several clubs to inquire about stadium availability in the event we cannot play the Super Bowl as scheduled due to weather-related issues or unforeseen circumstances [such as COVID-19]. Our planning process for the Super Bowl in Los Angeles is ahead of schedule and we look forward to hosting the Super Bowl there to culminate another fantastic NFL season for oir fans and clubs.”
Marketers and agencies say the second Super Bowl of the pandemic will be more upbeat than the first.
NBC has decided against airing one of its new or returning entertainment shows in its coveted post-Super Bowl 56 timeslot on Feb. 13. Instead, the network will broadcast coverage of the Winter Olympics in Beijing, which will also be in progress. The network today also sets dates for the This Is Us final season and Law & Order revival premiere.
The NFL, Pepsi and Roc Nation announced Thursday that the five music icons will perform on Feb. 13 at SoFi Stadium in Inglewood, Calif. The game will be broadcast by NBC.
NBC Sports Group EVP for Sales Dan Lovinger said that all but about five spots for the Super Bowl have been sold. NBC is holding off selling that last handful of ads on purpose.
One month after NBCUniversal finished its upfront negotiations but offered few specifics about its haul, the company is finally sharing some specifics about its biggest upfront ever — and revealed that it is well on its way to wrapping Super Bowl 56 ad sales in record time. NBCU has secured as much as $6 million per 30-second spot, according to sources close to negotiations, a 9% increase over what CBS charged advertisers to appear in February’s Super Bowl 55.
NBC is working up a new play for the Super Bowl. Eager to generate millions of dollars in revenue from the Big Game, the Comcast-owned media conglomerate is talking to potential advertisers about a price tag of $6 million for a 30-second spot in the event, according to executives familiar with current negotiations, marking a new high-water mark in pricing for Super Bowl commercials. Super Bowl LVI is slated to be broadcast on Feb. 13, 2022, from Inglewood, Calif.
Telemundo Deportes will air exclusive Spanish-language coverage of Super Bowl LVI live on Telemundo next year from Los Angeles — calling it the first time the event will be televised on a Spanish-language broadcast network in the U.S.
