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Volume 25 No. 154
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Market Watch: Super Bowl Saw 16 DMAs With Double-Digit Drops

A review of metered market ratings from CBS’ Super Bowl LIII shows that beyond the historically sharp drop for New Orleans (-51%), a total of 16 markets had double-digit percentage declines from ’18 for Patriots-Rams, including 11 NFL markets. With the Eagles not returning to the Super Bowl, Philadelphia was down 22%. That was second-sharpest drop among all markets. While Boston did see a gain, Providence (RI), a normal ratings stronghold for the Patriots, was down 14%. L.A. also saw a gain with a local team in the game for the first time in decades, but the Rams' former home, St. Louis, had its lowest Super Bowl rating since ’06. Fans in K.C. also were not happy that their team missed out on Super Bowl LIII, with the local rating there down 11%.

SHARPEST DROPS FOR LOCAL RATINGS FOR SUPER BOWL LIII
MARKET
RATING
DECLINE
New Orleans
26.1
-51%
Philadelphia
43.6
-22%
Raleigh-Durham
40.3
-15%
Milwaukee
44.9
-14%
Providence
45.2
-14%
Seattle-Tacoma
45.6
-13%
Detroit
41.6
-13%
Pittsburgh
48.5
-12%
K.C.
46.4
-11%
Columbus
43.4
-11%
Greenville-Spartanburg
42.6
-11%
Norfolk
47.8
-11%
Tampa-St. Petersburg
45.8
-10%
Minneapolis-St. Paul
49.3
-10%
Miami-Ft. Lauderdale
34.9
-10%
Baltimore
45.5
-10%
Download the
Biggest Super Bowl market drops

SOME POSITIVE NOTES: There were 14 markets that saw ratings gains for Patriots-Rams, including both participating markets and the game’s host market, Atlanta. L.A had the biggest gain, up 9%, followed by San Diego (+7%). While Providence was down even with the Patriots in the game, Hartford was up. Among the 14 markets seeing gains, eight were NFL markets.

BIGGEST MARKET RATING GAINS FOR SUPER BOWL LIII
MARKET
RATING
INCREASE
L.A.
44.6
9%
San Diego
48.3
7%
Phoenix
47.1
6%
Salt Lake City
39.8
6%
Richmond
52.6
6%
Download the
Biggest Super Bowl LIII market ratings gains

GOING STRONG IN BOSTON: There was no Patriots fatigue in the Boston market, as Patriots-Rams delivered the best rating in the market since a 61.0 for the team’s comeback win over the Seahawks in ’15. The 57.1 local rating this year also is the second-best figure in Boston for any Patriots appearance in the Super Bowl during the Tom Brady-Bill Belichick era.

RATING IN BOSTON FOR SUPER BOWLS DURING BRADY-BELICHICK ERA
YEAR
NETWORK
PATRIOTS' OPPONENT
RATING
'19
CBS
Rams
57.1
'18
NBC
Eagles
55.9
'17
Fox
Falcons
54.3
'15
NBC
Seahawks
61.0
'12
NBC
Giants
56.7
'08
Fox
Giants
55.6
'05
Fox
Eagles
53.1
'04
CBS
Panthers
52.2
'02
Fox
Rams
56.1
Download the
Boston market Super Bowl ratings for Brady Belichick era

TOP & BOTTOM: Boston regained the mantle this year as the top market for the Super Bowl. Last year the market was No. 3 behind Buffalo and Philadelphia, respectively. Buffalo fell to No. 3 this year. Two years ago, Boston was No. 8 overall. Meanwhile, New Orleans was easily the lowest-rated market, as the 26.1 in the Crescent City was the lowest on record for a Super Bowl. Miami-Ft. Lauderdale, host to next year’s Super Bowl, was next-to-last for ratings for Patriots-Rams.

TOP/BOTTOM LOCAL RATINGS FOR SUPER BOWL LIII ON CBS
RANK
MARKET
LOCAL RATING
1
Boston
57.1
2
Richmond
52.6
3
Buffalo
52.4
4t
Minneapolis-St. Paul
49.3
4t
Denver
49.3
RANK
MARKET
LOCAL RATING
52
Raleigh-Durham
40.3
53
St. Louis
39.9
54
Salt Lake City
39.8
55
Miami-Ft. Lauderdale
34.9
56
New Orleans
26.1
Download the
Top and bottom markets for Super Bowl LIII

NOTE: Super Bowl LIII figures for the Albuquerque-Santa Fe market were unavailable.