02/10/21: Super Bowl numbers were down for the blowout game

 

Medias First Morning Read

 

Wednesday February 10, 2021

As the NFL season came to a close, the league saw its coverage of Super Bowl LV on Sunday notch a Total Audience Delivery of 96.4 million viewers across all platforms, marking the game’s lowest tally in over a decade, and dragged by a 22-point margin of victory. That said, viewers consumed Super Bowl LV in record numbers on digital, with the game ranking as the most live-streamed NFL game ever. The average minute audience of 5.7 million viewers was the highest average minute audience for any NFL game and was up 65% vs. last year’s Super Bowl. Super Bowl LV also became the first NFL game in history to deliver more than one billion total streaming minutes.

On the local front, Kansas City led all metered markets with a 59.9 HH rating, according to Nielsen, the highest rating ever for a Super Bowl in that market, up 8% vs. the Chiefs’ victory last year. Boston tuned in to watch former Patriots quarterback Tom Brady, ranking second with a 57.6 HH rating, the second-best rating ever for a Super Bowl in that market, surpassing all but one of the Patriots’ Super Bowls. Tampa was third with a 52.3 HH rating, the second-best rating for a Super Bowl in that market (2003).

PROGRAMMING

Bellator MMA and SHOWTIME Sports announced a deal to bring mixed martial arts events back to the premium television service, running live events exclusively on SHOWTIME on Friday nights and will launch with three consecutive weeks of action-packed fights beginning April 2 at 9p. All Bellator MMA events, domestically and internationally, will be available on SHOWTIME in the United States. Preliminary undercard matchups will stream live on Bellator MMA’s YouTube channel and SHOWTIME Sports’ YouTube channel.

X Games Aspen 2021 saw viewership spikes, as content across ESPN, ESPN2 and ABC experienced double-digit viewership increases on television and triple-digit growth on @XGames social and digital media platforms. X Games Aspen 2021 viewership across ESPN, ESPN2 and ABC was up 15% YOY for all telecasts while X Games Aspen 2021 delivered more than 105 million video views across its TikTok, Instagram, YouTube, Facebook, Twitter and Snapchat ( up 483% YOY).

TUDN rolled out its broadcast plans for UEFA Champions and Europa League play-offs across its linear and digital platforms with play starting Feb. 16 with the start of the UEFA Champions League Round of 16. TUDN will broadcast all 16 matches from the Round of 16 on linear networks – Univision, UniMás, TUDN and Galavisión – and streamed on the TUDN app, and TUDN.tv. Off the pitch and in the TUDN studio, coverage continues with its Emmy-award winning pre-show “Fútbol Central,” and the post-game show “Misión Europa.” Calling the action will be Luis Omar Tapia, Diego Balado, as well as José Luis López Salido, Dani Nohra and Paco Villa with reporter Daniel Chanona delivering live updates and analysis on location from various stadiums across Europe.

Season Four of The Dale Jr. Download on NBCSN premieres Wednesday at 6p, featuring a conversation with Larry McReynolds, former crew chief for Dale Earnhardt when he won the 1998 Daytona 500. Wednesday nights will typically serve as the home for weekly episodes of The Dale Jr. Download on NBCSN, with select episodes premiering on Thursday nights.

VSiN entered into a content distribution agreement with AT&T SportsNet that will deliver sports betting information to Pittsburgh sports fans. Beginning this week, VSiN’s morning show, Follow the Money, will air daily from noon-3p on AT&T SportsNet in the AT&T SportsNet Pittsburgh territory. “We’re thrilled to partner with AT&T Pittsburgh to further expand VSiN’s distribution footprint in one of the fastest growing sports betting markets in the country,” said Brian Musburger, founder and CEO of VSiN. “This builds on our existing partnerships with regional sports networks in New York, New England, and Chicago and is a testament to the growing interest in this unique content as well as VSiN’s position as the

SiriusXM delivers coverage of the 63rd running of the Daytona 500 on Feb. 14 and will broadcast live starting at 7a. When the green flag drops, the race will be called on the 24/7 SiriusXM NASCAR Radio channel (ch. 90). SiriusXM will also air 10 live driver-to-crew radio feeds on separate SiriusXM channels throughout the Daytona 500. SiriusXM NASCAR Radio hosts include Daytona 500-winning former crew chiefs Larry McReynolds, Steve Letarte and Jeff Hammond, former NASCAR Camping World Truck Series Champion Mike Skinner, JTG Daugherty Racing co-owner Brad Daugherty, plus active and former drivers Corey LaJoie and Brendan Gaughan.

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SPONSORSHIP & PROMOTION

 

The PGA of America locked in an expansive agreement with Swiss watch manufacturer Rolex, which becomes the Official Timekeeper and Official Partner of the PGA of America and its three annual Major Championships: the PGA Championship, KPMG Women’s PGA Championship and KitchenAid Senior PGA Championship. “This is a watershed moment for the PGA of America,” said PGA of America President Jim Richerson. “Rolex’s long-standing belief in and support of golf has cultivated an aura of resiliency and trust within the game that is invaluable and, frankly, attractive for our 28,000-plus PGA Professionals to align with. Their commitment to our Association, the PGA Professional Championship and our spectator Championships, all of which feature golf played at its highest level, allow our PGA Professionals to do what they do best, which is to impact the game in a positive fashion.”

YouTube reports that viewership of Super Bowl ads on the platform during the game rose over 70% on TV screens from last year, with the top ad being Amazon’s Alexa’s Body, followed by Jeep’s The Middle.

Meanwhile, MiQ analyzed viewership trends and response to advertisements at the Super Bowl, reporting that Doritos, Cheetos, Lays, Anheuser-Busch, Uber Eats, and DoorDash all saw increases of over 500% in online search activity during and after the game, while financial/trading apps like Robinhood and E-Trade saw only minor increases. Cadillac was the clear winner for auto manufacturing advertising, with a 330+% increase in search activity during the Super Bowl.

Lay’s is debuting a new global campaign centered on “uniting and bringing joy to people around the world through football” via the Men’s UEFA Champions League and UEFA Women’s football and anchored by six-time Ballon d’Or winner Lionel Messi, world champion Paul Pogba and UEFA Women’s Player of the Year 2017 Lieke Martens. “Lay’s brings a fresh perspective to the everyday – like watching a match from your couch with a bag or bowl next to you,” said Sebnem Erim, Vice President, Marketing, Global Foods, PepsiCo. “Even in the toughest of times, joy is all around us – we just need to be open to spotting and sparking it. Lay’s is an every-fan brand that can relate, and we know there is no greater joy than shared football fandom. We’re looking forward to creating these moments with this year’s program.”

Celsius Holdings partnered with NASCAR’s Live Fast Motor Sports as the “Official Energy Drink” of the team. Live Fast Motor Sports’ co-owner Matt Tifft will serve as an ambassador to the CELSIUS brand and the brand will also be featured prominently on the Live Fast Motor Sports’ #78 Ford Mustang, providing energy for driver and co-owner B.J. McLeod. “We’re thrilled to partner with an up-and-coming team like Live Fast Motor Sports, as Matt Tifft and B.J. McLeod represent the rising next generation of NASCAR,” said Celsius Holding Inc.’s CEO John Fieldly. “We’re proud to be powering the team both on and off the track.”

Fan Controlled Football announced a partnership with Great Clips to become the “Official Hair Salon of Fan Controlled Football.” During the live games on Twitch, Great Clips will be the official sponsor of instant replays, referred to as “Great Clips”. Each week, fans will have the opportunity to vote for the best play of the week as part of the “Great Clips of the Week” campaign on FCF’s website and mobile app. Additionally, weekly game highlight video clips will be named the “Great Clips of the Game” and will be shared across FCF’s social media channels.

Dunkin’ debuted a new “Inside the Bubble with Dunkin’” campaign with NHL superstars David Pastr?ák of the Boston Bruins and T.J. Oshie of the Washington Capitals reimagined as players inside a classic Bubble Hockey game. The newest national advertising campaign – Dunkin’s first-ever stop-motion work – was developed by BBDO New York, along with production partners at Hornet.

Speaking of the NHL, Anthony Burns, a local teacher at North Hills Middle School in Pennsylvania, was named the Most Valuable Teacher presented by SAP out of 20 educators from across the NHL. Each teacher was selected for their use of the NHL and NHLPA-sponsored Future Goals program, which teaches students key STEM skills using interactive gameplay and real-world scenarios.

DIGITAL, DATA & TECH

PointsBet unlocked a new multiyear strategic partnership, naming PointsBet an Official Sports Betting Partner of the NHL. “As the sports betting landscape evolves at a rapid pace, we continue to develop unique, strategic alliances within the sports gaming industry,” said Keith Wachtel, NHL Chief Business Officer and Senior Executive Vice President. “Our partnership with PointsBet brings to life our collaboration with our valued media partners and we look forward to enhancing our fan engagement opportunities in concert with both PointsBet and NBC. We are proud to welcome PointsBet to the NHL family.”

NASCAR selected LiveLike’s audience engagement platform to bring a new interactivity to its fans, living within the league’s app, starting with the Daytona 500. For the 2021 season, the app will bring fans the ability to connect with each other via a suite of interactive features like polls, predictions, a cheer meter, emoji sliders, and alerts.

Super Bowl Sunday handed Bleacher Report with record numbers as B/R Gridiron scored its most-engaged day of all-time with more than 2.6M engagements (up 72% YoY) – leading all competition on Instagram. This single day high comes on the heels of a milestone January for the two-year-old brand marked by 31 Million total engagements, 60K engagements per post, and 2.1 Million cross-platform video views.

ESPORTS

CSL Esports announced a collaboration with SeventySix Capital Sports Advisory to create and identify new business partnerships and sponsorship opportunities for the college esports league and its upcoming expansion into new educational-based programming. “We are excited to be collaborating with SeventySix Capital Sports Advisory to identify new partners that, like us, want to inspire and impact the lives of students through esports,” said Rob Johnson, CEO, CSL Esports. “SeventySix Capital Sports Advisory is the perfect partner as they are change-makers in the ever-evolving sports landscape, including esports.”

Team Liquid inked collaboration/original collection with Naruto Shippuden. The upcoming lifestyle apparel collection will showcase members of the Hidden Leaf village alongside Team Liquid iconography. Naruto, Sasuke, Sakura, Kakashi and more will be prominently featured across over a dozen select pieces, including a denim jacket, Jonin-inspired parka, cargo joggers, stylized hoodies and several short sleeve tees.

INDUSTRY & ROSTER MOVES

The BIG3 announced the hiring of Chris Hannan as Chief Executive Officer. Hannan joins the BIG3 following a long career in leadership roles with FOX Sports, Endeavor (WME/IMG), and most recently, Hemp Hydrate. “BIG3 couldn’t be more anxious for the 2021 season – it’s been a long wait and we are excited to get back on the court. We’ve used this past year to reflect on all aspects of our league and we’ve made it even more spectacular than before. Bringing in Chris as the new CEO is a special moment for the league. He brings a unique skillset and background that will really help us grow the league even more. Our players are ready to bring to the fire,” said BIG3 co-founder, Ice Cube.

Legends revealed record game day spending across food, beverage, and merchandise sales at Super Bowl LV. Fan spending exceeded expectations with more than $212 per capita on game day hospitality and merchandise. The average game day food and beverage spend was $132, a new Super Bowl record.

The American 7s Football League announced its appointment of sports industry experts SeventySix Capital Sports Advisory to explore new opportunities for the league’s media rights. The two organizations will work together to search for media distribution partners across the global sports landscape. SeventySix Capital Sports Advisory will see their media division lead the project.

Jason Aidoo was named Vice President of Content Business Strategy and Operations for The Undefeated. Aidoo joins The Undefeated from Disney’s EMEA regional headquarters in London.

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