February 15, 2022
The Super Bowl continues to generate massive viewership regardless of consumer viewing habits and devices. It also drives record viewership to other programming.
The Feb. 13 Super Bowl LVI, featuring the Los Angeles Rams’ comeback 23-20 win over the Cincinnati Bengals, saw viewership across NBC Sports, Telemundo and the Peacock streaming platform reach nearly 150 million, according to new data from iSpot.tv’s second-by-second cross-platform measurement.
NBCUniversal-owned networks accounted for 69% of all household ad impressions for the day. NBC delivered 6.4 billion TV ad impressions across its full broadcast day, including pre-game broadcasts and Beijing Winter Olympics programming, marking the first time a Super Bowl and Winter Olympics took place at the same time
The largest average viewership came at 10:50 p.m. ET, Kaillie Humphries won gold for Team USA in the women’s monobob, when 27.5 million viewers tuned in, making it the peak moment across the entire Olympic Games thus far.
Super Bowl LVI telecast/streaming option, which ran from 6:33 to 10:09 ET, drew an average minute audience of 121 million viewers that tuned in to watch in homes and public venues across America.
Full Game Insights:
The data suggested that the total linear average minute viewership was 98.1 million, including 2.9 million average minute viewers on Telemundo, which contributed to a total in-home reach of 134.5 million people on NBCU networks.
The average streaming minute audience was 10.5 million viewers and 15.5 million total viewers, which includes sensor-level streaming viewership data from CTV, mobile and tablet consumption provided in partnership with Conviva.
More than 70% of those streaming the Super Bowl came from “cord-cutters” or households without bundled pay-TV service. The total out-of-home average audience for the Super Bowl was 12.5 million, as measured via iSpot’s partnership with Tunity Analytics.
The Super Bowl’s 81 national ads accounted for more than 40% of all TV ad impressions on linear TV for Feb. 13. The average ad reached 106 million viewers, while the game generated 4.39 billion verified household ad impressions across all platforms in 216 minutes.
During the Super Bowl, the commercial attention rate was 36% higher than the average across all networks and shows on the day, and the commercial completion rate was 98.6%. ISpot found ads increased purchase intent to 47%, while 60% of the ads were funny, 53% sparked curiosity, and 47% prompted nostalgia.
Halftime Time Results:
Viewership peaked during the halftime show — featuring Dr. Dre, Snoop Dogg, 50 Cent, Mary J. Blige, Kendrick Lamar and Eminem, with an overall increase of 12% or 10.5 million net new average minute viewers.
Ads that ran during the halftime show generated an average viewership of 116.8 million verified impressions for in-home viewing.
The animated two-minute NFL ad at 8:08 pm during the halftime show had the highest in-home audience at 119 million viewers across NBC, Telemundo and Peacock. The persistent attention to the telecast of the game afforded advertisers a completion rate peak of 99.5%, just before the start of the third quarter.