Super Bowl TV Ratings Poised to Break Records Despite Unexpected Matchup
The adage that records are made to be broken definitely applies to the TV ratings for the Super Bowl. For three straight years, the game deciding the champion for the NFL season has set new viewing records, including last year’s Philadelphia Eagles’ victory over the Kansas City Chiefs that scored an average audience of 127.7 million viewers on Fox.
The 2024 and 2025 games benefited from the cultural phenomenon surrounding Kansas City Chiefs tight end Travis Kelce’s romance with pop superstar Taylor Swift, attracting more casual fans. This season, the Chiefs won’t be in the game for the first time in three years as NBC will broadcast Super Bowl LX, featuring the Seattle Seahawks facing off against the New England Patriots – a matchup not widely predicted by experts.
Despite the unexpected pairing, the potential for another record-breaking viewership remains. Lee Berke, president of LHB Sports, Entertainment & Media, believes a record is possible, noting the recent inclusion of viewing data from set-top devices and internet-connected televisions in Nielsen’s audience measurement. “It’s definitely showing up and bumping up ratings throughout the year for the NFL,” Berke said.
A recent report from the Video Advertising Bureau indicated that Nielsen’s new measurement has boosted ratings for prime time NFL games in the mid-to-high single digit percentages. Changes to Nielsen’s measurement in recent years, including the addition of out-of-home viewing in 2021, have also contributed to rising numbers.
History suggests a strong audience is likely. The last time the Patriots faced the Seahawks in 2015, the NBC telecast set a viewership record at the time of 114.4 million. Fans tuning in Sunday can expect to see highlights of Malcolm Butler’s game-winning interception.
However, a record audience isn’t essential for NBC to achieve financial success. The network sold out all advertising slots at a record average of $8 million per 30-second spot, with some commanding $10 million. NBC has also sold advertising spots exclusively for its Peacock streaming platform, fetching around $3 million per spot – significantly more than the $2 million Fox received for streaming ads during last year’s game on Tubi.
NBC leveraged the Super Bowl to drive ad sales for its upcoming coverage of the Winter Olympic Games in Milan, which begin Friday and run through February 22. The network has reported that both events are sold out. Mike Cavanaugh, co-chief executive of NBCU parent Comcast, recently described February as “the most consequential month in live sports history.” In 2022, NBC’s combined coverage of the Winter Olympics and the Super Bowl generated $1.5 billion in revenue, a figure the company anticipates surpassing this year.
Mark Marshall, chairman of global advertising sales and partnerships for NBCUniversal, stated that 70% of the companies advertising during the Super Bowl are also running commercials during the Olympics. Technology companies represent the largest share of advertisers, with AI companies like Anthropic and Genspark making their Super Bowl debut. Returning advertisers include Google, Meta, Wix, and Amazon, which will promote its Alexa device.
While traditional snack food and soft drink companies will be present, pharmaceutical ads are also increasing in prominence, focusing on a message of “wellness” rather than detailed product disclaimers.
NBCU does not anticipate the alternative halftime show presented by Turning Point USA to impact viewership. The concert, featuring Kid Rock and country artists Brantley Gilbert, Lee Brice, and Gabby Barrett, will stream on YouTube, X, Rumble, and several right-wing TV channels. The event is a response to criticism from conservatives regarding the NFL’s selection of Bad Bunny, a Grammy-winning artist who primarily sings in Spanish, as the halftime performer. (President Trump called the decision “terrible” and is skipping the game.)
The league has remained steadfast in its decision, aiming to expand its global reach by featuring the world’s most streamed artist on its biggest stage. The only successful counter-programming effort in Super Bowl history occurred in 1992 when Fox aired a live edition of “In Living Color” during the halftime show of Super Bowl XXVI on CBS, featuring ice skaters Dorothy Hamill and Brian Boitano. The resulting drop in viewership prompted the NFL to book Michael Jackson as the 1993 halftime act, leading to a significant ratings boost and a tradition of featuring contemporary music acts ever since.