Fox secures increased Super Bowl audience, but figure still shy of 100m
The US broadcast of American football’s iconic Super Bowl on Sunday evening secured an average television audience of 99.9 million on national network Fox, an increase of 1.7 per cent on the figure for last year's event.
The number for Super Bowl LIV between the Kansas City Chiefs and the San Francisco 49ers came to 102.1 million when taking into account the viewership on Spanish-language channel Fox Deportes and various digital streaming services, according to initial figures from Nielsen.
The Chiefs produced an impressive comeback, scoring three touchdowns in the fourth quarter to win 31-20 and win their first Super Bowl in 50 years.
The 2019 contest between the New England Patriots and the Los Angeles Rams averaged 98.2 million viewers on CBS, the lowest figure for the big game since 2008.
This year’s Super Bowl recorded the first increase in overall viewing numbers for four years, with 148.5 million people across the country watching at least some of the action.
Despite the increase in viewers compared to 2019, there were again fewer than 100 million TV viewers. Before last year, every Super Bowl since 2010 had surpassed that figure, with the highest recorded figure being the 114.4 million who watched that year's game between the New England Patriots and the Seattle Seahawks.
This year, the peak viewing period on the main Fox channel was between 9:45pm and 10pm local time, when 103.5 million people tuned in to watch the game’s conclusion. An average of 103.2 million viewers watched the half-time show featuring pop singers Jennifer Lopez and Shakira.
In Kansas City, the game’s final quarter produced a staggering 97-per-cent viewing share, while that area's average share was 89 per cent and the equivalent figure in San Francisco 83 per cent.
Advertising spots on Fox were priced at up to $5.6 million for 30 seconds, and sold out last November.
According to Fox figures, the Super Bowl was the most-watched on digital platforms, with an average 3.4 million people streaming each minute. This includes those streaming online, on the official Fox Sports mobile app, via the NFL’s various digital sites, and also through the online sites associated with the two teams.
Meanwhile, in Canada, the game secured a record average of 9.5 million viewers across CTV, TSN and RDS, according to initial data from Numeris.
The peak of 12.1 million was achieved at 8.22pm ET, during the half-time show, and 18.7 million unique viewers watched at least part of the broadcast.
Super Bowl LIV is the most-watched programme so far of the 2019-20 television season in Canada.