2/5/09 Update: chart and table updated with 2009 information.
Unlike many other championship sporting events which have declined over time, Super Bowl TV ratings have not only held up well, but after a generation of fairly flat results, have begun growing again in the past 4 years and last year’s Super Bowl XLII had the most average viewers ever. Whether that’s part of a longer term growth trend, or just a short term uptick remains to be seen.
Those who are more statistically gifted may want to try and analyze the ratings trends vs. TV network or market size of the teams or sunspot density. Before last year, it seemed that the Fox telecast games were always less viewed than the games on the other networks in the surrounding years. Super Bowl XLII went against that trend though, at least for a year. It’s been 11 years since NBC had the Super Bowl, but the 90 million that watched in 1998 were the most until 2005. Could NBC be headed for another record this year? Steelers vs. Cardinals is a long way from Patriots vs. Giants as a TV ratings dream matchup, but how much will it matter? What’s your guess for viewership for Super Bowl XLIII?
1/20 Edit: I’m going to guess 93 million based on two factors. Super Bowl XL (Pittsburgh/Seattle) did 90.745 million, and that NBC has historically done better with viewership than recent games on the other networks (although that history is getting a bit dated).
Complete Super Bowl TV Ratings, 1967-2009:
| Date | Net | Rating | Share | $/30 Sec. Ad | Homes (000) | Viewers (000) | NFC Champion | AFC Champion | |
| XLIII | Feb 1 2009* | NBC | 42.0 | 64 | $3,000,000 | 48,139 | 98,732 | Arizona | Pittsburgh |
| XLII | Feb 3 2008* | FOX | 43.1 | 65 | $2,699,963 | 48,665 | 97,448 | New York Giants | New England |
| XLI | Feb 4 2007 * | CBS | 42.6 | 64 | $2,385,365 | 47,505 | 93,184 | Chicago | Indianapolis |
| XL | Feb 5 2006 * | ABC | 41.6 | 62 | $2,500,000 | 45,867 | 90,745 | Seattle | Pittsburgh |
| XXXIX | Feb 6 2005 | FOX | 41.1 | 62 | $2,400,000 | 45,081 | 86,072 | Philadelphia | New England |
| XXXVIII | Feb 1 2004 | CBS | 41.4 | 63 | $2,302,200 | 44,908 | 89,795 | Carolina | New England |
| XXXVII | Jan 26 2003 | ABC | 40.7 | 61 | $2,200,000 | 43,433 | 88,637 | Tampa Bay | Oakland |
| XXXVI | Feb 3 2002 | FOX | 40.4 | 61 | $2,200,000 | 42,664 | 86,801 | St. Louis | New England |
| XXXV | Jan 28 2001 | CBS | 40.4 | 61 | $2,200,000 | 41,270 | 84,335 | NY Giants | Baltimore |
| XXXIV | Jan 30 2000 | ABC | 43.3 | 63 | $2,100,000 | 43,618 | 88,465 | St. Louis | Tennessee |
| XXXIII | Jan 31 1999 | FOX | 40.2 | 61 | $1,600,000 | 39,992 | 83,720 | Atlanta | Denver |
| XXXII | Jan 25 1998 | NBC | 44.5 | 67 | $1,291,100 | 43,630 | 90,000 | Green Bay | Denver |
| XXXI | Jan 26 1997 | FOX | 43.3 | 65 | $1,200,000 | 42,000 | 87,870 | Green Bay | New England |
| XXX | Jan 28 1996 | NBC | 46 | 68 | $1,085,000 | 44,145 | 94,080 | Dallas | Pittsburgh |
| XXIX | Jan 29 1995 | ABC | 41.3 | 62 | $1,150,000 | 39,400 | 83,420 | San Francisco | San Diego |
| XXVIII | Jan 30 1994 | NBC | 45.5 | 66 | $900,000 | 42,860 | 90,000 | Dallas | Buffalo |
| XXVII | Jan 31 1993 | NBC | 45.1 | 66 | $850,000 | 41,990 | 90,990 | Dallas | Buffalo |
| XXVI | Jan 26 1992 | CBS | 40.3 | 61 | $850,000 | 37,120 | 79,590 | Washington | Buffalo |
| XXV | Jan 27 1991 | ABC | 41.9 | 63 | $800,000 | 39,010 | 79,510 | NY Giants | Buffalo |
| XXIV | Jan 28 1990 | CBS | 39 | 63 | $700,400 | 35,920 | 73,852 | San Francisco | Denver |
| XXIII | Jan 22 1989 | NBC | 43.5 | 68 | $675,000 | 39,320 | 81,590 | San Francisco | Cincinnati |
| XXII | Jan 31 1988 | ABC | 41.9 | 62 | $645,000 | 37,120 | 80,140 | Washington | Denver |
| XXI | Jan 25 1987 | CBS | 45.8 | 66 | $600,000 | 40,030 | 87,190 | NY Giants | Denver |
| XX | Jan 26 1986 | NBC | 48.3 | 70 | $550,000 | 41,490 | 92,570 | Chicago | New England |
| XIX | Jan 20 1985 | ABC | 46.4 | 63 | $525,000 | 39,390 | 85,530 | San Francisco | Miami |
| XVIII | Jan 22 1984 | CBS | 46.4 | 71 | $368,200 | 38,880 | 77,620 | Washington | LA Raiders |
| XVII | Jan 30 1983 | NBC | 48.6 | 69 | $400,000 | 40,480 | 81,770 | Washington | Miami |
| XVI | Jan 24 1982 | CBS | 49.1 | 73 | $324,300 | 40,020 | 85,240 | San Francisco | Cincinnati |
| XV | Jan 25 1981 | NBC | 44.4 | 63 | $275,000 | 34,540 | 68,290 | Philadelphia | Oakland |
| XIV | Jan 20 1980 | CBS | 46.3 | 67 | $222,000 | 35,330 | 76,240 | LA Rams | Pittsburgh |
| XIII | Jan 21 1979 | NBC | 47.1 | 74 | $185,000 | 35,090 | 74,740 | Dallas | Pittsburgh |
| XII | Jan 15 1978 | CBS | 47.2 | 67 | $162,300 | 34,410 | 78,940 | Dallas | Denver |
| XI | Jan 09 1977 | NBC | 44.4 | 73 | $125,000 | 31,610 | 62,050 | Minnesota | Oakland |
| X | Jan 18 1976 | CBS | 42.3 | 78 | $110,000 | 29,440 | 57,710 | Dallas | Pittsburgh |
| IX | Jan 12 1975 | NBC | 42.4 | 72 | $107,000 | 29,040 | 56,050 | Minnesota | Pittsburgh |
| VIII | Jan 13 1974 | CBS | 41.6 | 73 | $103,500 | 27,540 | 51,700 | Minnesota | Miami |
| VII | Jan 14 1973 | NBC | 42.7 | 72 | $88,100 | 27,670 | 53,320 | Washington | Miami |
| VI | Jan 16 1972 | CBS | 44.2 | 74 | $86,100 | 27,450 | 56,640 | Dallas | Miami |
| V | Jan 17 1971 | NBC | 39.9 | 75 | $72,500 | 23,980 | 46,040 | Dallas | Baltimore |
| IV | Jan 11 1970 | CBS | 39.4 | 69 | $78,200 | 23,050 | 44,270 | Minnesota | Kansas City |
| III | Jan 12 1969 | NBC | 36 | 70 | $55,000 | 20,520 | 41,660 | Baltimore | NY Jets |
| II | Jan 14 1968 | CBS | 36.8 | 68 | $54,500 | 20,610 | 39,120 | Green Bay | Oakland |
| I | Jan 15 1967 | CBS | 22.6 | 43 | $42,500 | 12,410 | 26,750 | Green Bay | Kansas City |
| I | Jan 15 1967 | NBC | 18.5 | 36 | $37,500 | 10,160 | 24,430 | Green Bay | Kansas City |
2006-9 Data is Live+Same Day, all other years are Live viewing.
Ad expenditure data from Nielsen Monitor-Plus.
Note: Super Bowl 1 aired on both CBS & NBC.
Nielsen TV Ratings Data: ©2008 The Nielsen Company. All Rights Reserved.
wow thats very odd when NBC gets the super bowl the ratings spike (1995-1996) i bet it depends who plays LETS GO STEELERS haha
Let’s go Cardinals!
HERE WE GO STEELERS HERE WE GO PITTSBURGHS GOING TO THE SUPER BOWL!!!
I’d bet a lot of pride points that this Super Bowl is viewed by less than last years.
GO STEELERS!
LET’S KICK SOME ARIZONA BUTTS!
i think the game will be close. Good story lines from coach Tomlin being the second black coach in the super bowl (does that really matter) to Ken Whisnhunt coach against his old team and the quterbacks playing in game for their second ring in Warner and Rothlisberger.
The one of the few bright spots for NBC this TV season will be this game.
I predict the same rating as the Steelers vs Seahawks in 2006 41.6/62 share (91 million viewers)
I don’t think it breaks 90. Just barely, but I’m thinking it’ll look more like 2003 or 2004.
I guess 1 trillion people, because that’s the number Baracks first stimulus package will be. And he will sign the bill into law on Super Bowl and he will thus save America and the worlds economy.
All hail!
Actually JP, Tomlin will be the third. Tony Dungy and Lovie Smith were the first 2, and they got there the same year, Colts vs. Bears.
There really is almost no way the numbers top last year: no team is trying to go undefeated and no team is in the largest TV market.
The Steelers are a pretty popular team around the country, so that will certainly help NBC’s ratings. I personally will be watching because I’m a Warner fan.
Either way though, no matter what numbers, its the Super Bowl, the ratings are going to be high.
Not only was last year two of the biggest markets, with an undefeated team, but the game stayed exciting til the very last second so it’s not like many skipped the 4th quarter.
This year looks to drop just over 90, about the same numbers last time Pittsburgh was in it. No more than 93 if it stays exciting. No less than 88 if it’s a bad game.
Official guess: 91,100,000 viewers
u should do a chart with total viewers as well…last years was #1 with 148,300,000.
Down, but not so bad that NBC wont be able to pay the light bill. The real question (and the main viewing draw when it’s two smaller market teams playing)is how much money will corporate America(outside of Budweizer, of course) able to pour into the actual ads. I have a feeling there’ll only be a handful of Bowl-only advertizing this year.
I’m going to say it breaks 90 mil. I think the cinderella story that is the Cardinals will actually draw viewers. America loves an underdog.
what i meant to say he’ll be the second black head coach to win a super bowl. I dont think it matters but it will be brought up before the game and after (if the steelers win).
This is NBC only bright spot right now. after the super bowl they’ll fall back to fourth place. They may finish the season tied for 3rd this year with ABC. How about that for CHANGE.
This comment actually goes better on this thread than the Sunday ratings thread. Sorry for cross-posting indiscriminately
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Lots of “history in the making” this year: I believe Tomlin could be the youngest coach to win the SB? The Steelers could be the first team ever to win six SB’s. Arizona is enjoying their first ever Bowl venture. Still, with small-market teams here, numbers may dip a bit from the past couple SB’s. I’d say we’ll crack 90 million, but not by much? Perhaps 91 million-ish?
I too think Seattle/Pittsburgh will be a good measuring stick, and will go with a smidge over 90 million, say 90.3
It’s actually surprising how few extra viewers last year’s matchup had, given the advantages (first team going for 19-0, biggest TV market, etc.). 100 million seems to be the absolute ceiling for Superbowls (barring major population increases).
The only way a Superbowl will break the 100 million ceiling in at least 10 years is if it’s Patriots/Giants vs. a Los-Angels team (which will never happen).
I would bet it will break the 90 million mark, but for how much? I don’t know… maybe not more than 91
Chart really doesn’t make any sense. I thought it shows Arizona-Pittsburgh was the second viewed Super Bowl ever compared to New York-New England in 2008. But according to the chart it hard more viewers than last year’s Super Bowl making it the most watched in history???
Guy, Nielsen recounted and it turns out Sunday’s game was the most-watched Super Bowl ever. More info here:
http://tvbythenumbers.com/2009/02/03/super-bowl-xliii-now-most-watched-ever/12044