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The State of Viewership

Corey Rice
Content Marketing Strategist

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Super Bowl LIII: Overnight Viewership Analysis

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Author
Corey Rice
Content Marketing Strategist
Feb 4, 2019
3
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Super Bowl LIII was a defensive slugfest, setting multiple records including fewest overall points scored (16), fewest points by the winner (13) and fewest overall touchdowns (1). And while the Super Bowl easily retained its title as the most-watched TV broadcast of the year, Samba TV’s overnight analysis indicates viewership is trending down for the NFL’s marquee event.

Samba’s estimated overnight viewership for Super Bowl LIII was 33.5M US households – down 15% from the 39.4M US households that watched the game last year*

Additionally, Samba measured viewership for the top-25 metro areas (plus Kansas City and New Orleans) to uncover some intriguing insights about how viewers across the country watched Super Bowl LIII. When compared to the US average, Samba TV’s analysis shows that:

  • Boston had the highest overall viewership of top-25 metro areas at +26.2% versus the US average.
  • New Orleans – still reeling from a botched call in the NFC championship game – had the lowest viewership versus the US average at -35.7%. This is a significant drop from last year, when New Orleans was just below the US average at -1.8%.
  • Los Angeles viewership came in at -6.5% versus the US average despite having a team IN THE GAME – which furthers the narrative that LA residents are lukewarm on the Rams. Although this was an improvement over last year when LA was at -15.5% versus the US average.
  • Old school NFL cities rounded out the top-five for overall viewership compared to the US average: Pittsburgh (+15.0%); Kansas City (+12.2%); Philadelphia (+11.2%) and Minneapolis (+10.7%).
  • The host city of Atlanta experienced a boost in viewership, coming in at +3.7% versus the US average after last year’s -7.4%.

*HH viewership is defined as consuming at least five cumulative minutes of content

Why Samba TV?

Our mission is to create data at the heart of TV, powering a more scientific approach to advertising and a better viewing experience for everyone.

Real-Time Disruption in Real-World Viewership

Audiences are enjoying more television content today. As viewership rapidly shifts across a growing set of innovative platforms, formats and devices, we provide real-time insights to help drive business decisions.

For the Love of Television

Samba TV enables marketers to build engaged audiences, and empowers viewers to spend more time with programming and brands they love. We believe data should be independent, not monopolised by walled gardens that measure their own media.

We Turn Noise into Knowledge

We utilize our AI/ML driven tech stack and comprehensive, accurate first-party data that is gathered from 24 leading CTV brands globally, to power real-time decision making and optimise audiences' consumer journey across an expanding slate of platforms.

Why Samba TV?

Our mission is to create data at the heart of TV, powering a more scientific approach to advertising and a better viewing experience for everyone.

Real-Time Disruption in Real-World Viewership

Audiences are enjoying more television content today. As viewership rapidly shifts across a growing set of innovative platforms, formats and devices, we provide real-time insights to help drive business decisions.

For the Love of Television

Samba TV enables marketers to build engaged audiences, and empowers viewers to spend more time with programming and brands they love. We believe data should be independent, not monopolized by walled gardens that measure their own media.

We Turn Noise into Knowledge

We utilize our AI/ML driven tech stack and comprehensive, accurate first-party data that is gathered from 24 leading CTV brands globally, to power real-time decision making and optimize audiences' consumer journey across an expanding slate of platforms.

“Samba gave us the platform to reach our audience and stay top of mind”

Aina Bolstad, Senior Marketing Comms Manager, Microsoft

"Partnering with Samba a second time allowed us to understand the role of each medium & environment in our video plans. This partnership continues to give us insights we can use to optimize in a way we were previously unable."

Sarah Leidy, Manager, Southwest Airlines

“Using high-quality data sources, like Samba, to help us identify readers who engage in specific behavior is becoming a valuable enhancement to our strategies for finding the right people on BuzzFeed."

Josh Peters, Buzzfeed, Director of Data Partnerships