Ride the Wave
Simon Bruty/Sports Illustrated
99.9 million. When the press releases went out after Super Bowl LIV last February, that was the average number of viewers for the broadcast on Fox, according to the standard metrics cited by networks and ad buyers. But there’s a more interesting story when you look deeper. The media measurement firm MVP Index broke down the minute-by-minute viewership totals, including Fox and Fox Deportes, from the coin toss to the trophy presentation (all times ET). The graph shows an audience that ebbs and flows—and likes the halftime show (shaded) better than most of the football action. There’s also a message for ad buyers: If you want your spot seen, buy the fourth quarter, not the first.
1. 6:30 p.m. 100,252,256
Pregame coin toss
2. 6:41 p.m. 105,257,547
Opening kickoff
3. 6:53 p.m. 110,265,379
Robbie Gould field goal, 49ers go up 3–0
4. 6:54 p.m. 108,380,823
First in-game commercial break
5. 7:19 p.m. 112,490,028
2nd quarter begins
6. 7:39 p.m. 115,678,162
49ers touchdown, game tied 10–10
7. 8:01 p.m. 117,438,039
2nd quarter ends
8. 8:32 p.m. 111,906,282
3rd quarter begins
9. 8:57 p.m. 114,529,629
49ers take 20–10 lead
10. 9:09 p.m. 113,777,360
4th quarter begins
11. 9:46 p.m. 117,261,301
Damien Williams TD, Chiefs go ahead 24–20
12. 9:53 p.m. 118,733,533
Most-viewed commercial break
13. 10:11 p.m. 109,618,994
4th quarter ends, Chiefs win 31–20
14. 10:19 p.m. 91,450,992
Trophy presentation begins