The Seattle Seahawks’ Super Bowl LX victory on Sunday drew an average of 124.9 million viewers on NBC, Telemundo, Peacock, NBC Sports Digital, and NFL+, according to NBC Sports. While the game fell short of breaking last year’s record of 127.7 million viewers—set during the Kansas City Chiefs and Philadelphia Eagles matchup on Fox—it still represents the second-most-watched Super Bowl in history.
The viewership figure is particularly noteworthy given the evolving methods of measuring audiences. Last year’s game was the first to incorporate expanded out-of-home viewing measurements across the entire United States, a change that boosted the final tally. This year’s broadcast also included Nielsen’s new “Big Data + Panel” methodology, which integrates data from smart TVs into the sample, further increasing viewership counts compared to previous years.
Despite a perceived lack of competitive balance on the field, the game peaked at 137.8 million viewers during the second quarter, narrowly surpassing last year’s peak of 137.7 million. This suggests a sustained level of engagement throughout the broadcast, even if the outcome felt predetermined to some.
Bad Bunny’s halftime show performance proved to be a significant draw, averaging 128.2 million viewers between 8:15 and 8:30 p.m. ET. However, approximately 9.5 million viewers tuned out between the peak of the second quarter and the start of the halftime show, a larger drop-off than the 4.2 million viewers who switched off during a similar period last year, when Kendrick Lamar performed.
The impact of the new Nielsen measurement methodologies is becoming increasingly apparent. The expanded out-of-home viewing data and the integration of smart TV data are demonstrably inflating viewership numbers. While this doesn’t diminish the overall reach of the Super Bowl, it does complicate year-over-year comparisons and raises questions about the true extent of audience engagement.
Telemundo also achieved a record, delivering the most-watched Super Bowl in US Spanish-language history with an average of 3.3 million viewers. This highlights the growing importance of the Hispanic market and the appeal of the Super Bowl to a diverse audience.
The success of Telemundo’s broadcast underscores a broader trend in media consumption. As the US population becomes more diverse, broadcasters are increasingly focused on reaching audiences through multiple languages and platforms. The Super Bowl, as a cultural touchstone, is uniquely positioned to capitalize on this trend.
While the overall viewership numbers are impressive, it’s important to consider the broader context of the media landscape. Traditional television viewership is in decline, as consumers increasingly shift to streaming services and on-demand content. The Super Bowl remains a rare exception to this trend, but even its viewership is subject to the forces of fragmentation and changing consumer habits.
The fact that NBC’s broadcast came in just shy of last year’s record suggests that the Super Bowl may be approaching a plateau in terms of viewership. While the game will likely remain a dominant force in the media landscape for years to come, it’s unlikely to continue experiencing the same level of growth it has seen in recent years.
The Super Bowl’s continued success is a testament to its enduring appeal as a cultural event. However, broadcasters and advertisers must adapt to the changing media landscape and find new ways to engage audiences in a fragmented and competitive environment. The integration of new measurement methodologies is a step in the right direction, but it’s only one piece of the puzzle.
