Super Bowl LIII audience is decreasing, reaching 100.7 million people this year, down from 2018


The Super Bowl LIII, which was played at the Mercedes Benz Stadium in Atlanta, was seen by 100.7 million people on TV and streaming services the smallest audience for this annual match in a decade. According to Nielsen, on CBS alone, the game was seen by 98.2 million people, versus 103.4 million who watched on NBC last year Super Bowl.

Since reaching a peak of 114.4 million viewers for the Patriots’ 2015 victory over the Seattle Seahawks, the Super Bowl audience has decreased each year since. The Super Bowl is traditionally the most-watched television event of the year in the U.S., and its audience hadn’t dipped below 100 million since the Super Bowl XLIII of 2009, in which the Pittsburgh Steelers beat the Arizona Cardinals.

As you may know, the event this year has been boycotted by New Orleans Saints fans, a campaign by fans of quarterback Colin Kaepernick.

CBS dealt with a city that held a major problem; many fans in New Orleans, where the hometown Saints were victimized by a blown referee’s call toward the end of its loss to the Rams in the NFC championship, skipped the game entirely. Preliminary ratings from New Orleans showed that Super Bowl viewership this year was half what it was in 2018.

New Orleans’ Times Picayune newspaper printed a mostly blank front page on Monday with the words, “Super Bowl?” What Super Bowl?” The newspaper asked, “you think the NFL is sad that the Saints weren’t in it to spice up the night?”

There was also a campaign on Twitter by people who said they would not watch the game because of Kaepernick, the former San Francisco 49ers quarterback who hasn’t been able to land a job in the NFL since leading demonstrations in protest of police treatment of minorities.

After a season of offensive fireworks and conference championships that both went into overtime, Sunday’s game was a defensive struggle where the teams were tied 3-3 entering the fourth quarter. That’s a tough slog for the casual fan, and the Super Bowl draws millions who don’t watch football regularly.

The words “boring” and “Super Bowl” appeared in the same tweets more than 70,000 times in the past 24 hours. The words “worst” and “Super Bowl” were matched more than 50,000 times.

At one-point CBS commentator Tony Romo said, “this is hard to watch.” Others were blunter still. The website The Ringer said that “the historically boring Super Bowl sent football back to the Stone Age.”

Cindy Boren of The Washington Post wrote that it was “a snore of a Super Bowl.” The New York Times headlined a story: “How boring was the Super Bowl? The punts got exciting.”

If anything, football fans have been spoiled by a string of competitive Super Bowls after many years in which big game blowouts became commonplace. This year the game’s outcome was in doubt until the final seconds, but it had only one touchdown and few scoring threats.

The Super Bowl LIII TV audience has decreased, it’s the digital audience have increased more than 30%, but the in-game advertising revenues sank 5% from $408 million a year ago to $382 million, according to a preliminary estimate from Kantar Media.

The one growth area for CBS was streaming. The network said an average of 2.6 million people streamed the game, up 31 percent over last year.

CBS did achieve its goal of having a large audience sample its new talent show, “The World’s Best.” Nielsen said 22.2 million people watched the show’s debut, the most-watched entertainment show since the Oscars last year and the biggest entertainment premiere on TV since “Undercover Boss” debuted after the Super Bowl nine years ago.

The matchup broadcast on CBS nabbed a 44.9 rating, according to the Sports Business Journal, declining 5.3 per cent from last year. Despite weak viewership, CBS said that the Super Bowl LIII generated about $382 million in advertising revenue, the third-largest amount in the game’s 53-year history, research firm Kantar Media said on Monday. The reason of the high revenue is that the economy is strong, thus the impact of the lower audience was minimized.

But, not all is good, Super Bowl 2019 in-game advertising revenue decreased by 5% from to $382 million this year; when adding in all Super Bowl-related programming for the day, pre-game and post-game, the event should top $450 million. according to a preliminary estimate from Kantar Media. Total advertising time in the game amounted to 49 minutes and 45 seconds — down from the previous two years at 51 minutes/20 seconds in 2018 and 51 minutes/30 seconds in 2017. Brand advertising amounted to 37 minutes/25 seconds — the lowest in the last five years. The NFL aired 2 minutes/45 seconds of promos.

CBS, which aired the game, ran 9 minutes/55 seconds of network program promos — the highest over the last five games.

Kantar Media estimates the Super Bowl ads from big parent advertiser (all brands from Holding Groups) was, Anheuser Busch In Bev at $59 million. Amazon was next at $25 million; Google, T-Mobile, and Toyota Motor, each with $20 million.Super Bowl advertisers went heavy on humor and technology. Take, for instance, Jason Bateman’s Hyundai ad about an elevator with unpleasantness on every floor.

This year’s ads are “more mild than wild,” said Kelly O’Keefe, a professor at Virginia Commonwealth University’s Brandcenter. “While the focus of the night is on entertainment rather than controversy, there is very little that we’re going to talking about at the water cooler tomorrow.”

The New England Patriots reigned supreme over the L.A. Rams on the field in Atlanta, but during ad breaks, advertisers battled each other for buzz. Bud Light was one of the more talked about advertisers during the game.

Amazon ’s ad was the best, it showed Harrison Ford, Forest Whitaker and other celebrities testing out rejected Amazon products that feature its Alexa digital assistant, such as a talking electric toothbrush and a dog collar that responds to dogs, not humans. Another good ad was the Bud Light: its surprise ad , the spot started off focused on its “Bud Knight” mascot in a jousting tournament. But he ends up facing an evil character from the TV show who attacks him while a dragon fills the sky and apparently incinerates the scene — abruptly turning the ad into a promo for the upcoming final season of the series.

Check the best ads from this year Super Bowl:

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