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SBD/Issue 100/Sports Media
Historic Milestone? Super Bowl Could Surpass 100 Million Viewers
Published February 5, 2010
|McManus Expects Extraordinary
Rating If Super Bowl Is Close
MAKING PREDICTIONS: ADWEEK's Steve McClellan writes some believe the "mix of this year's huge, post-season NFL ratings coupled with spreading HDTV technology and a population focused on cheaper forms of entertainment could indeed drive the game to new heights" viewership-wise. Market research company IBISWorld Senior Industry Analyst Toon van Beeck predicted that the game will "average 100 million viewers this year." Horizon Media Senior VP and Corporate Research Dir Brad Adgate said he believes the game will earn "at least 100 million and, if it's a close game like the last two, it could even compete with ... MASH as the most-watched TV show ever." But others believe that this year's game "won't break any records, especially because the Vikings were knocked out by the Cinderella Saints." The Saints do not have the Vikings' "strong national following or its aging star quarterback, Brett Favre" (ADWEEK, 2/1 issue). NEWSDAY's Neil Best wrote the Super Bowl "probably will surpass 100 million for the first time, given the rising population and a season of big NFL ratings." If the game is "close and exciting it could challenge the mark by 'MASH' for the largest audience for a scheduled program on American TV: 106 million" (NEWSDAY, 2/4). In San Diego, Jay Posner writes the Super Bowl is "likely to become just the second telecast in history to average more than 100 million viewers." A winter storm "expected to bury much of the East in snow this weekend will only help keep people in front of their TVs, as will an enticing matchup between two exciting teams with great story lines." There is "also the fact that people can't seem to get enough of the NFL these days" (SAN DIEGO UNION-TRIBUNE, 2/5).
SURVEY SAYS: Respondents to a Media Life Magazine poll earlier this week were offered a "choice of seven ranges of viewership" for the Super Bowl, "from 80 million or fewer at the low end to 100.1 million or more." Thirty-four percent of respondents indicated that the game will draw between 99.1 million and 100 million viewers, while 29% chose 100.1 million or more. Another 15% chose between 98.1 million and 99 million viewers (MEDIALIFEMAGAZINE.com, 2/4).
Super Bowl XLIV Audience Could
Surpass MASH's Record