2009 Super Bowl Advertising, Memphis & National Ratings

09-super-bowl-xliii-full-stadium

The 2009 Super Bowl XLIII is over and the Pittsburgh Steelers became the champions defeating the Arizona Cardinals 27-23.  But the advertising is still enjoying the Super Bowl benefits.  In addition to the exposure received during the big game, the commercials will get loads of play on numerous websites.  I’ve selected the AdAge 2009 Super Bowl commercials for our link. 

The Memphis preliminary overnight ratings from Nielsen show the 2009 Super Bowl on WMC Channel 5 (NBC) achieving a 46.3 household rating / 63 share.  That represents about 311,956 households in the Memphis DMA.  Compared to 2008, WHBQ – FOX13 had a 47.8 household rating / 62 share.  The Futon Critic has a household ratings listing of the top 25 markets for Super Bowl XLIII.  Memphis is ranked number 15.

According to Media Life Magazine the national ratings for, “NBC€™s game coverage averaged a 42.1 household rating and 65 share, according to Nielsen metered-market overnights, off 6 percent from last year€™s 44.7/66 for the New York Giants-New England Patriots game on Fox.”  The final viewership numbers have not been released yet.

Update 2/3/09:  MediaWeek reported, “The Arizona Cardinals vs. Pittsburgh Steelers matchup on NBC€™s coverage of Super Bowl XLIII on Sunday, Feb. 1 averaged a whopping 95.4 million viewers, according to Nielsen Media Research.” 

Update 2/4/09:  Ad Age reports that the 2009 Super Bowl viewership has been revised to 98.7 million viewers, which makes Super Bowl XLIII  the most watched television program in history!

The chart below show the historical Super Bowl advertising costs, viewers and CPM from 2003 to 2009. 

Super Bowl Ad Costs – Viewers – CPMs 2003-2009
Average and total in-game spot cost, ad revenue, audience and CPM:
Cost per :30 Ad Revenue Persons 2+
Year (millions) (millions) (000) CPM
2003 $2.2 $130.1 88,637 $24.82
2004 $2.3 $149.6 89,795 $25.61
2005 $2.4 $158.4 86,072 $27.88
2006 $2.5 $162.5 90,745 $27.55
2007 $2.4 $151.5 93,184 $25.76
2008 $2.7 $186.3 97,448 $27.71
2009 $3.0 $206.0 98,700 $30.40
Source: TNS Media Intelligence and Nielsen Media Research