Super Bowl ratings lowest in 52 years

TAMPA, FL - FEBRUARY 07: Ndamukong Suh (93) and Devin White (45) of the Buccaneers combine to bring down Patrick Mahomes (15) of the Chiefs during the Super Bowl LV game between the Kansas City Chiefs and the Tampa Bay Buccaneers on February 7, 2021 at Raymond James Stadium, in Tampa, FL. (Photo by Cliff Welch/Icon Sportswire)

The showdown between Tom Brady and Patrick Mahomes was the lowest rated Super Bowl since the days of Joe Namath 52 years ago.

Sunday’s Buccaneers-Chiefs Super Bowl 55 averaged a Nielsen-estimated 38.2 rating and 91.63 million viewers on CBS, marking the lowest rated edition of the game since Super Bowl 3 on NBC in 1969 (Jets-Colts: 36.0) and the least-watched since Super Bowl 40 on ABC in 2006 (Steelers-Seahawks: 90.75M). It was just the seventh Super Bowl with less than a 40 rating, and the first since 1990 (49ers-Broncos: 39.0) — snapping a 30-year streak. [Related: Super Bowl ratings history.]

Across all platforms, the game averaged 96.4 million viewers — the lowest since Super Bowl 41 on CBS in 2007 (Colts-Bears: 93.18M). That includes a streaming audience of 5.7 million, the largest such audience ever for an NFL game and up 68% from last year (3.4M).

It bears noting that a sub-40 rating corresponds with a much bigger audience in 2021 than it did in 1990 (73.85M) or in 1969 (41.66M).

Tampa Bay’s surprisingly easy win declined 8% in ratings and 9% in viewership from Chiefs-49ers on FOX last year (41.6, 100.4M) and 7% in both measures from Patriots-Rams on CBS two years ago (41.1, 98.19M). Keep in mind that this year’s figures include out-of-home viewing, while that data was issued separately in previous years.

The historic lows for the Super Bowl are in keeping with the broader trend facing the industry since the wave of cancellations and postponements last March. The lowest rated Super Bowl in 52 years comes less than a month after college football’s national championship posted its worst numbers since the formation of the BCS in 1999. It comes three months after the final round of the Masters posted its worst rating since 1957 and four months after the NBA Finals and World Series hit all-time lows.

The difference between the Super Bowl and those other events is that Sunday’s declines were still relatively modest. The single-digit drop in ratings and viewership compares to much sharper declines for the college football championship (-27%), World Series (-30%), NBA Finals (-49%), final round of the Masters (-58%) and Stanley Cup Final (-61%).

As goes without saying, the Super Bowl remains easily the highest rated and most-watched program in U.S. television even with the multi-year lows. Sunday’s 38.2 rating topped every other television program since 1994, when the Nancy Kerrigan-Tonya Harding controversy lifted the 1994 Winter Olympics figure skating competition to consecutive 40+ ratings (48.5 on night one and 44.1 on night two).

Outside of the 1994 Olympics, no sporting event has had a higher rating since Game 7 of the 1986 World Series (Red Sox-Mets: 38.9).

[Nielsen estimates from ShowBuzz Daily 2.9, CBS PR]

With all the usual caveats regarding changes in Nielsen methodology, "Monday Night Football" officially began the new season with...

New York Giants wide receiver Malik Nabers (1) celebrates a first down during an NFL football game against the Dallas Cowboys in East Rutherford, N.J., Sunday, Sept. 13, 2026. (AP Photo/Rusty Jones)

NBC’s Cowboys-Giants most-watched Week 1 game thus far

by Jon Lewis

1 day ago

The Cowboys-Giants rivalry delivered the top audience so far in Week 1 of the NFL season.

NFL ON CBS - New England Patriots versus the New York Jets game on September 24, 2023. Pictured: Jim Nantz and Tony Romo. Photo: Mary Kouw/CBS ©2023 CBS Broadcasting, Inc. All Rights Reserved.

Romo remains out for Weeks 2 and 3 of NFL on CBS

by Jon Lewis

3 days ago

Tony Romo will be out through at least the rest of September on CBS.

Solid, unspectacular debut for Nantz and Watt

by Armand Broady

3 days ago

A review of how JJ Watt and Jim Nantz fared in the debut of their temporary -- perhaps --...

Comments 3

Mike C says:

6 years ago

Many times, the difference in the Super Bowl numbers comes down to how many casual non-NFL fans you get watching. So you need some sort of intriguing matchup. Yes, there was the Tom Brady vs Patrick Mahomes angle, but when you stretch it out to the teams, there wasn’t much there. To start with, you had a 1 vs. 5 seed game. In addition to that, you had a team like the Tampa Bay Buccaneers (even with Tom Brady) that isn’t one of the “blue blood” franchises of the NFL.

It would have been interesting if the viewership numbers would have been any different if it was Kansas City against the Green Bay Packers. It would have been a classic 1 vs 1 seed matchup….not to mention a rematch of the franchises that played in the very first Super Bowl. Plus, the Packers are a “blue blood” franchise, and the Chiefs aren’t far off from being one. Not much the league and networks can control, but wonder if that would’ve drawn more of the non fans in.

Another thing that would be interesting to see is how the viewership compares through the years if it was broken down by the quarter. In other words, was this Super Bowl on par with the others when the game kicked off and the viewership started slipping as the game progressed?….or was it already behind the 8-ball as soon as the game started? I have to say, about middle of the 2nd quarter of Super Bowl 55, it didn’t feel like I was watching the Super Bowl. It felt like I was just watching an ordinary game and both teams were simply going through the motions. It was having difficulty holding my attention.

Lastly, another point I want to make about the non-fans. I sort of wonder if the spoiling of some of the Super Bowl commercials days and weeks before the game could be playing a part in those viewers not bothering to watch anymore. Just a thought.
Nate Johnson says:

6 years ago

I guess it’s NBC game to lose in regards to the SB swap even though CBS was rewarded a Brady/Mahomes SB which was probably the best QB match-up most of America would’ve wanted. With that said, obviously there was no drama in this Super Bowl in the 2nd half. Once that happened, I’m sure the Brady fatigue was really kicking in to a good share. I also believe that this continues to show the different times were really in about how people are willing to stick around and watch an all 4-Quarter game. With all respect due to the 2005 Steelers and Seahawks, they was not a top draw for the NFL at that time which could explain why the rating was relatively low then than what we have seen since. Also the NFL was much different in their marketing tactics and figuring out how to have the most money brought in by those who would deliver it. With that said, could you imagined a Manning/Favre SB in 2006 or a Manning/Vick SB in 2006. That would’ve delivered bigger numbers for ABC then.

In present time the NFL has a greater marketing tactic and had an intriguing Super Bowl match-up. Yet, the ratings didn’t deliver. It simply shows a different time that we are in and hopefully the NFL takes notice and realize that while QBs and a handful of offensive players can sell tickets, draw interest, and help the marketing aspect of the game, incorporating attention to football beyond that instead of debating QBs all week long and add in the GOAT conversation to it simply can’t cut it. There has to be a good guy vs. a bad guy. A hero vs. villain. A face vs. heel. There has to be diversity in the marketing a team and giving more attention to non-QBs as well. There has to be an emotion of decisions on who to root for or who to stand by. That is what’s missing in today’s game. I’m sure as great as the Bucs defense are, not many people knew who they were. Go back to 2003, when the Bucs defeated the Raiders in the SB, people knew who were Warren Sapp, John Lynch, Ronde Barber, Derrick Brooks, and Simeon Rice before Quarterback Brad Johnson came to mind. Then again Keyshawn Johnson would’ve came to people’s mind before Brad Johnson. It’s simply about bringing that reality show feeling back or that week in and week out check up on how each side is doing which creates a following and year round interest. Last team I believe that they did a terrific job of wearing the black hat while also being a championship contender was the 2012-2014 Seattle Seahawks.

As far as CBS coverage go, I have to say that I really like their new upgraded graphics. I hope that will be used in the SEC as well. I understand that NFL graphics on these networks being exclusive has become noticeable in some articles. With that said, it’s been like that before. I can recall the CBS having an NFL exclusive score bug from 2008-2010. From the 2004 College Football season to present, College Football on ESPN/ABC and MNF has never had similar graphics which indicates exclusive graphics for the NFL then. With everything said, I believe CBS has the best graphics of them all. It seemed like they won the graphics battle following SB 50, and that is ultimately how it should be. You want to defeat your network competition which is why I questioned why that wasn’t the case for FOX a year ago, even though I liked the upgrade on their part and for that game, but I didn’t like it on the stand point of them clearly defeating their competition. Final point on graphics, I am glad that the teams initials is still in the graphics. I was a bit concerned about where that was heading a year ago, but it’s great that we will continue to see that in seasons to come on CBS.

Had the game on mute, so I couldn’t really give an insight on much. But what really stood out to me was that Gene Steratore only appeared once in the game. He only spoke about the goal line stuffed that the Chiefs defense did. I was amazed he never gave his thoughts on the high number of penalties being called or even sharing to the viewers the challenges the officials go through calling the Super Bowl and where their minds are. FOX would’ve used Mike Pereira, NBC would’ve used Terry McAulay, and John Parry would’ve gave his thoughts without being signaled to do so on ESPN in that situation. Definitely needed some insight and thoughts in that situation because those were some crucial moments of the game. That’s all I can really say about the coverage.

Now next year, we wonder if NBC could use the Winter Olympic coverage to bring back 100 millions viewers as Jay said on this post. I believe the NFL will want NBC to have its Pregame coverage on there, so I can’t see a lead in happening. I honestly don’t believe they’ll need one as well. What I won’t be surprised is if NBC has 2-hours of pregame show, and they leave the earlier coverage of it on USA or Peacock Streaming. What I do believe they need though is to have the Olympic coverage following the Super Bowl that way viewers don’t change the channel or turn the TV off. On top of that, I’m sure NBC should find a way to have some Olympic talk well into the 4th Quarter if it ends up being a blowout or game is out of hand. Also something that needs to be looked at is if this will be Al Michaels final game on NBC. It’ll be his final season on contract and he’s over the age of 75 even though it seems like he still has several seasons left in him. The fact that the game is at SoFi Stadium could indicate that right send off for him. Does this mean he’ll be done? I seriously doubt it. ESPN will probably want him back on MNF and they’ll possibly have a flex, games on ABC, and also be a part of a SB rotation which should satisfy Al to come home. What’s tough is that the torch being handed to Tirico may have to happen virtually, not by because of what you’re thinking of, but because Tirico will be in Beijing covering the Olympics just like he did that last time NBC had Winter Olympics.

Final point, I thought maybe getting over the political season would help the ratings get back in greater shape for the NFL and other sports. The Conference Championship ratings gave me hope of that and had me feel very confident about the rating being over 40 (also NHL and NBA ratings gave me hope as well). I was going to share that, and go deeper, but obviously the rating didn’t reach 40 which made me think of other factors that the NFL needs to get done in order to find their ratings point back up. There’s a lot to it and maybe the current climate of life we are in may have to be discussed among Owners and key personnel in the NFL, but maybe trying to adjust to that is too big of a battle even for the NFL and they may end up taking some losses, but still being #1 over everyone else. Go figure.
Jay Simon says:

6 years ago

Next year’s super bowl ratings will probably rebound and haver over 100 million viewers since it will be in Los Angeles at the brand new Sofi Stadium. NBC will be fortunate to have both the Super Bowl and Winter Olympics.