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Key Stats from the Super Bowl

Digging into the numbers from the game

February 9, 2017 | Ad Spending

If you thought a Super Bowl featuring the sport’s biggest star, the biggest comeback in the event’s history and the only time the game went into overtime would draw a record TV audience, you’d be wrong. According to Nielsen, Sunday’s Super Bowl was watched by 111.3 million people in the US, the smallest TV audience since 2013.

In the latest edition of eMarketer’s “Behind the Numbers” podcast, host Marcus Johnson is joined by eMarketer analyst Paul Verna to dig into the game stats—audience and ad stats, that is.

The podcast also touched on digital activity around the Super Bowl, including the use of live video streaming platforms by Snickers, Hyundai, Budweiser and Hidden Valley.

About those stats, here are a handful:

The estimated 30-second ad rate for the game was $5 million, a 4.17% increase over last year’s rate of $4.8 million.

TV ad spending on Super Bowl LI and its related pre- and post-game segments topped $500 million, according to 21st Century Fox CEO James Murdoch. iSpot.TV pegged the figure at $509.6 million, which would represent a 14.52% increase over last year’s total of $445.0 million reported by Kantar.

Super Bowl LI is expected to account for 2.3% of all US broadcast network TV ad spending in 2017, according to Advertising Age. To put that number in perspective, it’s approximately double the 2010 level (1.2%), four times the 1995 level (0.6%), and six times the 1990 level (0.4%). This means the Super Bowl’s importance relative to US TV ad spending has increased dramatically over the years.

The total ad load in Super Bowl LI was 51 minutes, 30 seconds, making this the second-most ad-cluttered Super Bowl after the 2013 game, at 51:40. The four commercials that ran in the overtime period increased the ad load, but even factoring out those extra minutes would keep this year’s game near the top of the list when it comes to ad time.

Listen in to the podcast for more.

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