Kaepernick Effect?: Super Bowl 2018 Ratings Hit 10-Year Low

Getty Image

Getty Image

Super Bowl LII drew an average of 106 million viewers on NBC and digital outlets, a small decline from 111.3 million viewers previous year, when the game on Fox went into overtime.

The viewership on NBC, which is owned by Comcast Corp, ranked as the lowest for US television's premiere event since 2009.

Past year in Super Bowl LI, the Pats destroyed the Atlanta Falcons by mounting the biggest comeback in Super Bowl history.

Minneapolis police said they made no major arrests related to the Super Bowl, just the "usual drunken debauchery".

About 3 million more people watched this year's Super Bowl live on digital platforms such as NFL.com or apps from NBC Sports, Verizon Communications Inc and Yahoo Sports, NBC said.

Getty Image
Getty Image

To be fair, the NFL's ratings have been down all year, and trending downward.

Anheuser-Busch InBev and Fiat Chrysler Automotive were the top advertisers in the game, with four minutes each of advertising time.

Total spending by brands during the broadcast hit $414 million, the second-highest amount in history, according to a preliminary estimate from research firm Kantar Media.

But according to NBC, the dead air didn't cause fans to miss anything or cost the network in lost commerical time - a 30-second Super Bowl ad is worth millions.

Nearly all the Western New York audience stayed Sunday for Justin Timberlake's halftime performance. The past two Super Bowls, which averaged overnight ratings of 48.8 (in 2017) and 49 (in 2016), were each steady with over 111 million viewers.


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