iSpot estimates 118M viewers watched Super Bowl on Fox

Sunday’s Super Bowl reeled in an average minute audience of approximately 118.2 million viewers, according to preliminary viewership numbers from iSpot. The game, which saw the Kansas City Chiefs win against the Philadelphia Eagles, also came away with a sizable streaming audience.

Across linear and streaming, the game reached a total of 59.9 million households on Fox and Fox Deportes, with iSpot recording an average 48.3 million households in the U.S.

Streaming estimates are based on iSpot’s automatic content recognition (ACR) measurement. The final streaming viewership tally, which will come from validated streaming logs, will be released at a later date.

iSpot’s Super Bowl metrics were slightly higher than the average 113 million viewers Nielsen reported on Monday. Per a release from Fox Sports, Super Bowl LVII was the most-watched Super Bowl in six years, with around 183 million viewers tuning into all or part of the telecast.

Also notable was the halftime show with Rihanna, which garnered an average of 118.7 million viewers on linear and across Fox and NFL’s digital properties.

Regarding digital audiences, Fox stated this Super Bowl reached a historic high for streaming, delivering an average of 7 million streams – up 18% from the 6 million streams for last year’s game, per Adobe Analytics. The metrics, which don’t take into account co-viewing from connected devices, fall in line with Adtaxi data suggesting Super Bowl viewership is increasingly shifting towards streaming.

Super Bowl numbers roll in a couple of months after Fox Sports touted a record 42 million viewers for its Thanksgiving game as well as a strong initial reception for the World Cup.

Fox didn’t include out-of-home metrics in its release, but iSpot said the Super Bowl saw an average minute OOH audience of 16.4 million adult viewers, per data from Tunity, which iSpot acquired in March of last year. The figure was up 32% from 2022’s OOH numbers, with the vendor noting more people watched the game from bars and restaurants this year.

iSpot is one of a few alternative currency players in the measurement space. NBCUniversal last week announced iSpot and VideoAmp are now the company’s certified currencies for advanced audiences.

Fox last week estimated Super Bowl ads would reach a gross advertising revenue of $600 million. iSpot found Fox and Fox Deportes accounted for 64% of all ad deliveries on February 12, compared to impressions for original TV programming on that day.

All told, iSpot counted 59 brand ads and 22 promos that aired during the game, with those commercials generating over 5.6 billion impressions among people 18 years and older.