CBS, the US national network owned by media giant Paramount, has announced its domestic coverage of this season’s Super Bowl, American football’s flagship event, will also air on its sister cable outlet Nickelodeon as it looks to expand viewership and keep young audiences engaged.
CBS holds the domestic rights to Super Bowl 58, which will be played at Allegiant Stadium in Las Vegas on February 11, 2024, as part of a rotating rights agreement between it and fellow national networks NBC and Fox.
Paramount’s Nickelodeon broadcast of the match will feature more graphics, including animated slime-filled touchdowns, as well as superimposed cartoon characters like SpongeBob SquarePants, to introduce a younger age group to the basics of the game.
The telecast will be distributed internationally in the UK, Australia, and New Zealand on a delayed basis. Paramount also intends to air its traditional match coverage on its streaming platform Paramount+ and on mobile with NFL+.
While the National Football League (NFL) has long sanctioned a Spanish-language broadcast of the annual match, this latest move by CBS marks the first time an English-language alternate telecast on another network has been approved by the NFL.
US-based media giant TelevisaUnivision holds the Spanish-language rights to this season’s Super Bowl, which will mark the company’s first-ever national broadcast of an NFL game.
Han Schroeder, NFL media executive vice president, said: “We’re thrilled to partner with CBS Sports and Nickelodeon to present the first alternate telecast of the Super Bowl.
“Our previous telecasts on Nickelodeon have been huge hits and created a new and different way to experience an NFL game. We’re excited to bring that creativity to Super Bowl 58 and give our fans another way to enjoy one of the world’s most popular sporting events.”
In the leadup to Super Bowl 58, Nickelodeon will air another alternate telecast game featuring the Last Vegas Raiders and Kansas City Chiefs on Christmas Day.
Nickelodeon has previously broadcast child-friendly versions of Wild Card games, and last year showed a “Nickmas” version of a Christmas Day game that aired on CBS. It also previously won Emmy awards for its Wild Card game between the Chicago Bears and New Orleans Saints in 2021.
However, this will be the first time Nickelodeon will be showing the Super Bowl.
Paramount chief executive Bob Bakish said: “This will be a historic Super Bowl in Las Vegas, and we’re thrilled to partner with the NFL to bring the game to the whole family with the first-ever alternate telecast of the Super Bowl.
“In year one of our new long-term deal with the NFL, we continue to maximize our expanded distribution rights and further unlock the value of the League through the demonstrated power of our multiplatform portfolio across CBS, Paramount+, and Nickelodeon.”
Brian Robbins, Paramount Pictures and Nickelodeon chief executive, added: “We are unbelievably proud to partner with CBS Sports and the NFL to bring Nick's personality and unique visual sensibility to the Super Bowl.
“As we've shown with our prior zeitgeist-busting Wild Card and Nickmas coverage, combining the absolute excitement of NFL action with the creativity that can only come from Nickelodeon's cool POV makes for a must-see event for kids and families everywhere.”
Super Bowl 57 generated a record viewership of 115.1 million viewers across Fox, Fox Deportes, and various streaming services. The network secured around $600 million in advertising revenue.