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Conviva: Super Bowl LVI Halftime Topped Gametime Viewership

New Conviva data from Sunday’s Super Bowl LVI showed that more people watched the halftime show than the actual game.

The halftime show at the game, in which the Los Angeles Rams defeated the Cincinnati Bengals, 23-20, in Inglewood, Calif., attracted an average minute audience that was 13.4% higher than the average minute audience during the game, with peak evening viewership coming at the end of the halftime show.

The show was a salute to Los Angeles and vintage hip-hop, focused on 1990s-era rap music from genre pioneers Dr. Dre, Snoop Dog, Mary J Blige and Eminem, among others.

With the game live-streaming on NBCUniversal’s Peacock platform, 78.4% of viewing occurred on televisions, with Roku, Samsung TV, and Amazon Fire TV accounting for 68.5% of big screen viewing share.

Conviva said viewers tuned in for a hefty 132 minutes per unique device, up 23 minutes over the 2021 game. In a single 24-hour period around the game, the Rams gained 291,700 followers while the Bengals gained 228,600. Notably, both teams gained over 100,000 followers on TikTok during that time.

For the fourth year in a row, Instagram took the lion’s share of Super Bowl social media engagements, but Twitter wasn’t far behind.

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As would be expected for a largely American audience, most viewers watched the big game on a television, as 78.4% of viewing was on the big screen, which includes connected-TV devices, smart-TVs and gaming consoles. Of that subset, connected-TVs came out on top with 38.4%, followed closely by smart-TVs at 33.5%, and gaming consoles at 6.5%. Mobile phones took 13.9% of viewing time, desktops had 5.4% share, and tablets came up last with 2%.

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