Pauls Valley, OK, Pauls Valley Democrat

Business

February 4, 2014

Super Bowl posts another ratings record

NEW YORK — For the fourth time in five years, the Super Bowl has set a record for the most-watched television event in U.S. history, drawing 111.5 million viewers even though the Seattle Seahawks’ 43-8 victory over the Denver Broncos wasn’t really competitive.

The ratings record is further evidence of how live events are becoming dependable and valuable properties for broadcast television at a time the audience is fragmenting and ratings for regular entertainment shows continue to fall.

“Big-event television is a great way for people to have a communal event, to talk about it socially and to talk about it as a group,” said Bill Wanger, executive vice president for programming and research at Fox Sports. “You see that in the Super Bowl numbers of the past four or five years. They’ve just gone up to a different level.”

The game also set standards for the most-streamed sports event online and, with 24.9 million tweets, the biggest U.S. live TV event on Twitter.

The Seattle victory eclipsed the 111.3 million viewers who watched the 2012 Super Bowl between the New York Giants and New England Patriots, according to the Nielsen company. Until last year’s game dipped slightly to 108.7 million, the Super Bowl had set ratings records for the previous three years in a row.

“We were a little surprised, absolutely,” Wanger said. The blowout had some at Fox worried that enough people would tune out in the fourth quarter to ruin any chance at a ratings record. So when Percy Harvin ran the opening kickoff of the second half back for a touchdown to give the Seahawks a 29-0 lead, “let’s just say we weren’t popping Champagne bottles,” he said.

But initial interest in the game — perhaps fueled by its New York-area setting — was high enough to overcome the lopsided score. Ratings for the opening kickoff were 12 percent higher than they were for last year’s game, Fox said. For the New York market, the Super Bowl rating was higher than it was two years ago when the hometown Giants were winning in dramatic fashion.

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