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State of the Screens

Super Bowl Least-Watched Championship Since 2009

By February 12, 2018No Comments

Viewership ↓ 7% compared to 2017.

Average minute audience for TV:
1) Peak: 112.3M (4th quarter)
2) Average: 103.4M
3) Halftime show: 106.6M

Source of total audience (h/t: @MediumBuying):
1) TV (NBC): 103.4M (88%)
2) Out of home: 12.2M (10%)
3) Streaming: 2.02M (2%)
4) TV (Universo): 543K (<1%)

Streaming share by year:
1) 2014–531K (0.5%)
2) 2015–973K (0.9%)
3) 2016–1.4M (1.3%)
4) 2017–1.7M (1.5%)
5) 2018–2.0M (1.7%)

Growth rate for streaming:
1) 2015–83%
2) 2016–44%
3) 2017–23%
4) 2018–17%

There were 49 minutes and 36 seconds of ads.

19 ads (31% of total) ran for 60s+.

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.