Readers: Super Bowl won’t set records
Poll: The audience will be big but not as big as last year
February 1, 2013
A huge number of people will tune in to Sunday’s Super Bowl on CBS.
But it won’t be a record number.
After setting the mark for most-watched television broadcast ever for three years running, the Super Bowl will see its audience decline year to year for the first time since 2005.
That’s according to media buyers and planners, responding to an annual poll posted on Media Life inviting them to weigh in on the Super Bowl.
Media Life asked readers whether the game would set a record for most-watched ever, surpassing the 111.3 million total viewers who tuned into last year’s contest on NBC.
A majority of readers, 64 percent, answered no, the game would not set a record.
The remainder thought it would.
There are many reasons for the prediction of a decline, including the fact that Baltimore is not a top-10 TV market and so will not draw as many viewers as a team like the New York Giants or Boston-based New England Patriots.
Plus, TV ratings for football have been down during the regular- and post-seasons.
The Super Bowl will still draw an enormous audience, perhaps the second- or third-largest in history.
Asked to predict how many people will watch the game, the largest chunk of readers, 28 percent, predicted that between 108.1 million and 111 million will tune in.
Another 22 percent predicted that 111.1 million to 112 million will watch.
And the third-largest group, 14 percent of readers, see a record on the horizon, predicting 112.1 million to 113 million will see the game.
Of course, a close game can lift even the dullest of matchups coming into a contest, and the past few years have featured some exciting matchups, leading to the record ratings.
Asked what is the most important factor in determining ratings for the Super Bowl, 53 percent of respondents chose this answer: “The game itself. If it’s not close, people will drift away.”
And one-third of readers picked this option: “The matchup. If you don’t have a popular big-market team, you don’t have a game.”
Readers agree with oddsmakers that the San Francisco 49ers have the edge in Sunday’s matchup, with 61 percent picking that team to win, compared to 39 percent for the Baltimore Ravens.
But there was one upset pick in Media Life’s poll.
In the nine years that Media Life has been doing this poll, Anheuser-Busch has had been voted the most-anticipated advertiser in every one.
This year, for the first time, the Budweiser parent company was unseated.
Readers voted Doritos the commercial they are most looking forward to seeing by a narrow margin over A-B, 28 percent to 25 percent.
Amy Poehler’s Best Buy ad and Kate Upton’s Mercedes-Benz spot tied for third at 11 percent apiece, while Volkswagen and Wonderful Pistachios tied for fifth at 8 percent each.
The vast majority of readers, 78 percent, plan to watch the game at home, with 19 percent attending parties and 3 percent not watching at all.
As for how “Elementary,” the new drama that grabbed the plum post-Super Bowl spot, will perform, readers think it will draw fewer viewers than last year’s huge postgame episode of “The Voice,” which averaged 37.6 million total viewers.
Fifty percent of readers predicted that “Elementary” will average 25.1 million to 30 million viewers, while 26 percent pegged it at fewer than 25 million.
Just over 18 percent predicted 30.1 million to 40 million viewers, and 5 percent said it would average more than 40.1 million.
Tags: audience, buyers, decline, media life, media life surveys, people, ratings, records, super bowl, super bowl ads, super bowl advertisers, super bowl commercials, super bowl ratings, super bowl viewers, time, viewers
‘Extant’ returns to a series low
Facebook monetizing booming videos
Record crowd turns out for semifinal win
What’s ailng the U. S. media economy
Dallas: TV builds on furniture spending
Wack job: A Donald Trump rantalogue
‘Hollywood Cycle,’ peddling to nowhere
Weekend TV: Women play for title
Cable overnights: ‘Haves’ hits a high
‘Avenida Brasil’ helps boost Telemundo
Microsoft eases out of display advertising
TV Land yanks ‘Dukes of Hazzard’
Okay start for new drama ‘Zoo’
- Chris Garbutt becomes global creative president at TBWA
- Steve Jun becomes CEO at INNOCEAN Worldwide Americas
- Jon Ruppel becomes creative director at Team One
- Karen Kaufman becomes managing partner at Gain Theory
- Clay Fisher becomes SVP of consumer marketing at The NY Times
- Merope Mills and Paul Lewis rise at Guardian U.S.
- Kurt Hoy becomes content strategy director at Bonnier Motorcycle Group
- Mike Zaneis becomes president and CEO at Trustworthy Accountability Group
This week’s broadcast ratings
This week’s cable ratings
This week’s top movies, songs and books
This week’s daypart ratings
This month’s new media traffic data
This week’s younger viewer ratings
Part-time media buyer job in Lake Bluff, Illinois
Media buyer/planner wanted in Louisville
Assistant media planner opening in Atlanta
Media planner position in Minneapolis
Media buyer position in Sacramento