Now that Super Bowl XLIX is in the books, I wanted to follow up my previous submission with some post-game reporting on the ratings for the game, reviews of the halftime show, and, most importantly, discussion of the commercials.
The good news for NBC
As you can imagine, with the game being so competitive and the outcome of the game hanging on one of the last plays (and one of the dumbest play calls in Super Bowl history), the news was nothing but good for the execs over at NBC:
– Super Bowl XLIX was the most viewed television program in history with an average of 114.4 million viewers
o Previous high was 2014 Super Bowl with 112.2 million viewers
o Not much of a surprise as five out of the past six years the Super Bowl has established a new viewership record
o Viewership peaked in the 4th Quarter when the game had 120.8 million viewers (between 10:00 & 10:15PM EST) and a 52.9 HH rating
– Overall, the game pulled a 47.5 HH rating and a 71 share, ranking it No. 4 on the all-time Super Bowl ratings list and ninth on the all-time programming list
o Best Super Bowl rating since 1986 with a 48.3 rating
o Ratings topped the 50.0 mark for each half hour after 8PM EST
– Halftime with Katy Perry “roared” to a record 118.5 million viewers, a 50.8 HH rating and 73 share
o The performance which featured Lenny Kravitz and the revival of Missy Elliott mostly got reviews that said it wasn’t great but it wasn’t bad either
o Some thought the relatively significant amount of time allotted to Missy Elliott was Katy Perry’s biggest mistake (along with the exposure for the dancing sharks)
o The 118.5 million number easily beat the 115.3 million viewers that Bruno Mars and the Red Hot Chili Peppers got last year
– The Blacklist episode, which followed the Super Bowl, also got a bump in viewer numbers with a 13.5 HH rating/24 share and 26.5 million viewers; both series highs
o Was the most watched scripted show on NBC since ER pulled in 28.3 million viewers the night of the Friends finale
– NBC’s live stream of the Super Bowl to desktops and tablets had an average of 800,000 viewers per minute and 213 million total minutes viewed
Some other points to note:
– 28.4 million Tweets regarding the game were sent out. This is up 14% from the 24.9 Tweets in 2014. Most buzz occurred around the Patriots’ interception with 20 seconds left in the game, when Tweets were coming out at a clip of 395,000 per minute. Katy Perry’s halftime show was Tweeted at 284,000 per minute towards the end of her performance.
– Trivia Question: Nine of the 10 most watched programs in TV history have been Super Bowls. What was the one scripted program to make the list? (Answer at the bottom)
Now to the commercials:
– After initially thinking that Bud Light and their Pac Man “Up for Whatever” spot was going to win the most pre-game views competition, Budweiser and the “Lost Dog” follow-up spot garnered over 31 million views by Friday to double the views of Bud Light. T-Mobile’s “KimsDataStash” was the third most watched spot pre-game with just under 15 million views.
– To follow up on points from my previous blog and the above, Budweiser’s “Lost Dog” spot used that pre-game awareness to catapult itself into the top spot of the USA Today AdMeter poll. You can see the full list here. The Always “Like a Girl” spot placed second with Fiat’s “Blue Pill” placing third.
– Advertisers looked like they were moving away from the slapstick comedy and rude jokes that have dominated Super Bowl spots in the past.
o There were three dad-themed commercials from Dove Men Care (one of my favorites), Toyota, & Nissan
o McDonald’s “Pay with Lovin’” spot showed that people can have their meals paid for at McDonald’s with some simple acts of caring. McDonald’s followed up the spot with a social campaign where they gave away products related to every National Super Bowl advertiser via Twitter. They are picking through the 1.2 million Tweets they received to award everything from cars to a year’s worth of movie tickets.
o NFL’s “Listen” spot regarding domestic violence continues the League’s efforts to try to show the NFL in a different light.
o Inspirational ads from Microsoft (“Braylon” & “Estella”), Toyota (“How Great I Am”) and Weight Watchers (“All You Can Eat”) were different takes on their usual advertising.
o Probably the most disturbing and surprising ad was the “Boy” ad from Nationwide where a little boy discusses the things he won’t be able to do because he’s dead. Nationwide was trying to create awareness in preventing accidental childhood deaths. The spot came in 46th on the AdMeter.
Overall, Super Bowl XLIX was a success both on and off the field. With a very competitive and history-making game (the Brady/Belichick duo’s sixth Super Bowl) and record viewership, nobody can complain about the results. Now we can all look forward to Super Bowl L next year in California. Should be a celebration!
On 2/28/83, the M*A*S*H finale, titled “Goodbye, Farewell, and Amen,” was viewed by 121.6 viewers