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Why the Chiefs-Eagles Super Bowl rematch could deliver a ratings record for Fox

BBG News

As a passionate moviegoer and sports enthusiast, I must confess that the Kansas City Chiefs have become my newest, most complex cinematic antagonist. Love them or loathe them, their electrifying gameplay is setting the stage for another unforgettable Super Bowl showdown – a spectacle not to be missed!

The reigning champs generate a level of animosity similar to that previously directed towards the Dallas Cowboys. This ranges from speculative memes suggesting their star quarterback, Patrick Mahomes, bribes referees, to online comments from conservatives grumbling about the attention given to Travis Kelce’s partner, Taylor Swift.

As a fervent spectator, I firmly believe that passion fuels television ratings, and it could be the secret element propelling Fox to record-breaking Nielsen numbers this Sunday. The Chiefs are gunning for their third consecutive title against the Philadelphia Eagles at the Superdome in New Orleans, and the raw emotion surrounding this match is palpable.

123.4 million viewers tuned in last year to witness the Chiefs edge out the San Francisco 49ers in a thrilling 25-22 overtime Super Bowl match, making it just the second such game ever played. The heartwarming moment between Swift and Kelce on the field transformed the event into a significant pop culture phenomenon, generating an unprecedented ratings surge.

In 2023, the Chiefs and Eagles, who are highly favored by bettors, broke the previous attendance record when they faced off. While it’s uncertain if the record will be broken again this time, the remarkable performance of last year’s Super Bowl has further cemented its role as a cultural benchmark for the nation.

Year after year, the cohort of advertisers offers insights into a nation’s state, and this won’t change in 2025. Notably joining the scene this year is OpenAI.

The group of advertisers that emerges each year provides clues about what’s happening within a country, and 2025 will be no exception. This year, we have a significant new entrant – OpenAI.

For the very first time, an advertisement showcasing OpenAI’s flagship artificial intelligence tool, ChatGPT, is set to debut during a game. Previously, companies like Meta, GoDaddy, Salesforce, and Google have advertised on the Super Bowl, each promoting their own AI solutions in their commercials.

Due to an increasing number of tech firms launching their latest technologies, the cost of a 30-second ad during Fox rose significantly, reaching approximately $8 million. According to Fox’s confirmation, the average price for these ads surpassed $7 million.

The purchases of tech advertisements played a significant role in compensating for a decrease in demand from movie studios and streaming platforms, which traditionally used video games as a platform for major releases. This was the only category that experienced a decline compared to last year’s game, signifying cost-cutting measures taken by entertainment companies.

1) The viewers can expect to encounter more ads for pharmaceuticals and travel during the Super Bowl. New advertisers this year include comfort brands like Ritz crackers and Häagen-Dazs, which could be a response to the nation’s apprehension as we enter a second term of President Trump.

A significant factor contributing to potentially record-breaking viewership for the Super Bowl on Fox could be the availability of a streaming feed of the game on Tubi, a free ad-supported TV service by Fox Corporation. This service can be accessed by anyone with an internet connection, unlike last year’s CBS telecast which was streamed on Paramount+, a platform that requires a subscription.

Tubi boasts 97 million users, making it the platform with the most viewers on average compared to Paramount+, Comcast’s Peacock, and Warner Bros. Discovery’s Max, as reported by Nielsen. In June alone, it even surpassed Disney+ in terms of user engagement.

On Tubi, the same advertisements shown during the Fox broadcast of the game will air. However, instead of local commercials, national ads will be displayed for streaming viewers. These ads reportedly generated up to $2 million for a 30-second spot, as per AdAge. Fox predicts that approximately 8.5 million viewers will tune in through the platform.

Hollywood Inc.

With the shrinking sphere of cable households, sports teams are increasingly relying on traditional over-the-air television channels to expand their audience reach.

Approximately 3.5 million people watched last year’s game through Paramount+ and the NFL app, as reported by Nielsen.

Tony Marlow, LG Ad Solutions’ Chief Marketing Officer, anticipates that up to 28% of the overall audience might stream the game using a mobile app due to Tubi’s inclusion. He thinks that Fox’s decision to integrate Tubi could potentially boost the event’s worth as a TV program, since online viewers tend to engage more with brand messages, even scanning QR codes, during the broadcast.

Marlow expressed eagerness about discovering which advertisers might take advantage of this opportunity even further, considering that interactive viewers possess a greater capacity for engagement compared to traditional viewers.

Mike Mulvihill, president of insights and analytics at Fox Sports, isn’t ready to forecast the number of viewers for Super Bowl LIV. While the regular season and playoffs saw a slight dip in viewership, Mulvhil believes that this trend may not be indicative of this year’s championship game.

Mulvihill attributes the NFL’s decrease in popularity to an increase in games available on streaming services, which typically attract smaller viewership compared to traditional broadcast television. Moreover, the subpar performance of two prestigious teams, the Dallas Cowboys and San Francisco 49ers, has also played a role in this decline, according to his statement.

“Neither of those things are going to matter on Sunday,” Mulvihill said.

So far this season, the game that has garnered the highest viewership is the Chiefs’ victory against the Buffalo Bills during the AFC championship matchup, which was seen by approximately 57.5 million spectators via CBS broadcast.

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2025-02-07 14:31

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