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The State of Viewership

Jeffrey Silverman, PhD
Director, Data Science & Analytics
Interested in learning more? Contact Us

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Samba TV Viewership Analysis shows Super Bowl LIV was one of the most watched games in history

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Author
Jeffrey Silverman, PhD
Director, Data Science & Analytics
Feb 3, 2020
3
MINUTES 
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Did you watch the Chiefs pull an amazing comeback over the 49ers on Sunday? If so, you were one of the 38M households in the US that made it one of the most-watched Super Bowls of all time. After a 15% YOY decline in 2019, the 12% increase in 2020 shows there was more excitement for this year’s game.

Based on Samba’s proprietary ACR technology sourced from 14.4M opt-in US households, our data scientists analyzed second-by-second viewership for the pregame, postgame, and everything in-between. Samba’s Super Bowl insights report assesses viewership highs and lows, and whether advertisers scored big or fumbled. This includes measuring viewership for the top-25 metro areas (plus Kansas City) to uncover some intriguing insights.

A few examples of Samba TV’s analysis:

  • Even though Tom Brady and the Patriots weren’t in the game this year, the amount of Super Bowl viewers in Boston was +15.5% over the national average. This was actually more viewership on average compared to Kansas City (+8.7%) and San Francisco (+3.8%).
  • Another team that experienced victory yesterday was the duo of J.Lo and Shakira. Their halftime show drew over 30M US households, a 22% increase over Maroon 5’s performance last year.

Want answers to other questions such as how many viewers watched Donald Trump’s interview in FOX’s pre-game show? Or, how many viewers watched the Puppy Bowl? Our Super Bowl analysis has all the viewership insights you need to understand how viewers watched the full FOX broadcast, as well as the brands and commercials that aired on television’s biggest stage. Download the report to get the following insights, and much more:

  • Minute-by-minute viewership numbers
  • Which brands had the most commercial presence
  • The programs viewers tuned-away to during halftime
  • The programs viewers tuned into before and after the game

Get the Full Report


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