Super Bowl Facts & Figures

09-super-bowl-logo

 The 2009 Super Bowl 43 between the Pittsburgh Steelers and the Arizona Cardinals will be held in Tampa, FL on February 1, 2009.  The television broadcast is on NBC at 6pm ET/5pm CT. 

Here’s a previous GP News & Notes post about why the Super Bowl is great for advertisers.

With Super Bowl Sunday just around the corner, Media Life Magazine has put together great information on what a media buyer needs to know about advertising in the Super Bowl.  From the Media Life Magazine story “Your Primer on Sunday’s Super Bowl“:

“According to various reports, the average 30-second spot for the game is a record $3 million, or 11 percent more than last year€™s $2.7 million on Fox.”

“Some advertisers, including (Memphis based) FedEx and General Motors, have pulled out of the game, fearing in part that spending scads of money on a one-off Super Bowl stunt will send the wrong message at a time when thousands are being laid off.”  Here is FedEx information previously posted on this site.

“The Super Bowl audience is an attentive one. Carat says audience retention during Super Bowl commercials is a remarkable 99.2 percent, making it by far the top sports event of the year in terms of ad views.”

“Dozens of sites now offer replays of the game€™s ads. Last year Pepsi€™s much-touted Justin Timberlake commercial drew an additional 1.3 million views on YouTube in the two days after the game, according to Nielsen, with Pepsi€™s Naomi Campbell Sobe ad drawing 399,000 more views, ranking first and second overall.”

“There€™s always much talk about Super Bowl viewership, which over the past five years has ranged from a record of 97.5 million last year to a low of 86.1 million in 2005, according to Nielsen.”

“For the past five years, overall female viewership for the game has risen, hitting 37.7 million women over the age of 18 last year. About 10.5 million of last year€™s Super Bowl viewers were black, while 7.5 million were Hispanics.”

The chart below shows the national Super Bowl television viewership and ratings of the last 21 Super Bowls from 1988 – 2008.

20-YEAR SUPER BOWL VIEWERSHIP TRACK
Winners in bold

Year NFC Champion AFC Champion

Network

Households

Persons 2+

US Rtg%

Shr

(000)

(000)

2008

NY Giants

New England

FOX

43.1

65

48,665

97,448

2007

Chicago

Indianapolis

CBS

42.6

64

47,505

93,184

2006

Seattle

Pittsburgh

ABC

41.6

62

45,867

90,745

2005

Philadelphia

New England

FOX

41.1

62

45,081

86,072

2004

Carolina

New England

CBS

41.4

63

44,908

89,795

2003

Tampa Bay

Oakland

ABC

40.7

61

43,433

88,637

2002

St. Louis

New England

FOX

40.4

61

42,664

86,801

2001

NY Giants

Baltimore

CBS

40.4

61

41,270

84,335

2000

St. Louis

Tennessee

ABC

43.3

63

43,618

88,465

1999

Atlanta

Denver

FOX

40.2

61

39,992

83,720

1998

Green Bay

Denver

NBC

44.5

67

43,630

90,000

1997

Green Bay

New England

FOX

43.3

65

42,000

87,870

1996

Dallas

Pittsburgh

NBC

46.0

68

44,145

94,080

1995

San Francisco

San Diego

ABC

41.3

62

39,400

83,420

1994

Dallas

Buffalo

NBC

45.5

66

42,860

90,000

1993

Dallas

Buffalo

NBC

45.1

66

41,990

90,990

1992

Washington

Buffalo

CBS

40.3

61

37,120

79,590

1991

NY Giants

Buffalo

ABC

41.9

63

39,010

79,510

1990

San Francisco

Denver

CBS

39.0

63

35,920

73,852

1989

San Francisco

Cincinnati

NBC

43.5

68

39,320

81,590

1988

Washington

Denver

ABC

41.9

62

37,120

80,140

Source: Nielsen Media Research