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On February 7, local time, the NFL annual championship game “Super Bowl” was held in Florida as usual.
According to market monitoring and data analysis company Nielsen (Nielsen), the number of viewers of this Super Bowl was only 96.4 million, down 5.5% year-on-year, and failed to exceed the 100 million mark, a record low since 2007 (93.18 million).
It is understood that the number of Super Bowl viewers exceeded the 100 million mark for the first time in 2010, and then reached the peak of viewership in 2015. In recent years, with the decline of traditional cable television, the number of viewers of the Super Bowl has also been declining.
The last time the number of Super Bowl viewers failed to exceed 100 million was in 2019. The 53rd game was riddled with controversy, and the viewership rate hit a 10-year low.
Cartography｜Author; Data Source｜Nielsen
Although the ratings are not good, the Super Bowl has indeed brought data growth to streaming media. According to statistics, the streaming media CBS All Access has an average of 5.7 million viewers watching online games per minute, an increase of over 65% year-on-year. This is the first time in the history of the NFL that the Super Bowl has watched more than 1 billion minutes on streaming media.
Affected by the epidemic, this year’s Super Bowl is also different from previous years in many other ways.
Although the Raymond James Stadium, the main venue of the game, had more than 65,000 seats, the audience on the day of the game was about 22,000 (including 7,500 medical staff who had been vaccinated against the new crown), a record low. Correspondingly, this year’s tickets are even more difficult to find, with an average price of more than $7,000.
In terms of advertising, the average cost of this year’s Super Bowl 30-second advertising period is $5.5 million, slightly lower than the $5.6 million in 2020.
The higher price also naturally reduced the brand’s enthusiasm for sports marketing. Originally, the advertising period was sold out in November of the previous year, but CBS did not sell out all the advertising period until the end of January this year.
In addition, the original regulars of the Super Bowl also chose to be absent. Budweiser, Coca-Cola, Pepsi, Hyundai, etc. have all announced that they will not advertise in this year’s Super Bowl.
As the most watched program in the United States, the Super Bowl known as the “American Spring Festival Gala” is in the transition period of the decline of cable TV and the rise of streaming media.
In contrast, my country’s Spring Festival Gala is also facing a lot of viewership pressure. In recent years, the viewership rate has been maintained at 30%. The last time it reached a record 40% viewership was in 2003.