• Loading stock data...
Wednesday, July 9, 2025

Super Bowl LIX Eyes TV Ratings Record With Nielsen Expansion

Out-of-home viewing helped solidify sports as a critical driver of the entire TV industry. The counting of those audiences is now getting a meaningful boost. 

Arizona Republic

The potential of Super Bowl LIX posting a banner, and perhaps a historic, viewership number has increased following another methodology change by Nielsen.

The measurement agency said Monday it has expanded its coverage of the contiguous U.S. with its out-of-home analytics from 66% of the country as of last year to 100%. Harder-to-reach, rural areas have seen increased adoption of wearable devices on Nielsen’s persons panel, in turn fueling a fuller counting of television viewership. 

“The communal power of TV is undeniable and with this out-of-home expansion, we can more accurately provide the industry with the most complete picture of the viewing audience,” said Nielsen CEO Karthik Rao.

Nielsen originally introduced out-of-home measurement in 2020. As expected, it has since helped to solidify sports as a critical driver for the entire TV industry—due in no small part to substantial group viewing of live games in settings such as bars, restaurants, hotels, and transit hubs. 

This is the second major expansion for Nielsen in the last month, as the agency also recently gained full accreditation for its Big Data + Panel ratings, which adds data from sources such as set-top boxes and smart TVs to the company’s usual panel-based measurement. 

Game Watching 

The expanded metrics will be included in ratings for Sunday’s Super Bowl LIX, which is chasing the U.S. television record of 123.4 million set last year

That push could have something of an uphill climb given the potential of “Chiefs fatigue” as the team goes for its third straight title, as well as due to audience declines seen throughout the NFL regular season and playoffs

Separately, Nielsen has struck a multiyear audience measurement deal with CBS Sports parent Paramount, with the agreement providing a full range of viewership analytics across the company’s broadcast, cable, and streaming properties.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

exclusive

Fox Extends Erin Andrews, Charissa Thompson Contracts Ahead of NFL Season

Changes are coming at Fox, but Andrews and Thompson stay put.
Chelsea

Chelsea Club World Cup Run Banks at Least $100M for Mark Walter..

The Blues will likely take home between $100 million and $120 million.
Jul 1, 2025; Pittsburgh, Pennsylvania, USA; Pittsburgh Pirates starting pitcher Paul Skenes (30) pitches against the St. Louis Cardinals during the third inning at PNC Park.

MLB ASG Missing Many Highly Paid Stars, Clearing Path for Youth

Many of MLB’s top earners are not part of the Midsummer Classic.
Jun 27, 2025; Dallas, TX, USA; Dallas Mavericks first overall pick Cooper Flagg speaks to the media during a press conference at the Dallas Mavericks Practice Facility.

Cooper Flagg–Bronny James Summer League Tickets Average $201

The average purchase price on resale platform TickPick is $201.

Featured Today

American Celebs Want to Be Sports Owners. Soccer Is Where They Start

As U.S. team prices climb, investors set their sights abroad.
July 5, 2025

Baseball’s Celebrity Row: Behind MLB’s First-Pitch Ritual

Often planned, sometimes spontaneous, the ritual throw is baseball’s celebrity row.
July 4, 2025

3,000 Hot Dogs, $20K in Prizes: Behind the Nathan’s Eating Contest

Nathan’s serves up thousands of hot dogs and $20,000 in prize money.
July 3, 2025

Geoffrey Esper Can’t Catch a Break at Nathan’s Hot Dog Eating Contest

“Hot dogs is not one of my favorite competitions of the year.”
Paige Bueckers
exclusive

Women’s March Madness Expansion Wouldn’t Yield More ESPN Money

ESPN is not required to pay extra if women’s March Madness expands.
Jul 6, 2025; Houston, Texas, USA; Mexico forward Marcel Ruiz (14) heads the ball in front of United States midfielder Brenden Aaronson (11) in the second half during the 2025 Gold Cup Final at NRG Stadium.
July 7, 2025

USMNT Struggles Still Produce Big Gold Cup Ratings for Fox

The U.S. team’s recent issues culminated in a loss to Mexico.
Feb 7, 2025; Storrs, Connecticut, USA; UConn Huskies center Tarris Reed Jr. (5) reacts after his basket against the St. John's Red Storm in the first half at Harry A. Gampel Pavilion.
July 8, 2025

After Decade Apart, ESPN and Big East Rekindle Media Rights Relationship

After a decade-plus apart, the network will stream hundreds of conference events.
Sponsored

Game On: Portfolio Players Stories, Brought to You by E*TRADE from Morgan Stanley

Dealmaker Jeffrey Kaplan maps the evolution of sports as an asset class
July 2, 2025

Paramount Settles Trump Suit Ahead of NFL Season, Skydance Merger

The deal likely allows the much larger Skydance merger deal to proceed.
Leo Messi
June 27, 2025

TNT, Club World Cup Ride Messi to Surprisingly Solid Debut Ratings

TNT Sports carries about a third of matches in the U.S.
June 24, 2025

Fever vs. Aces Draws 5th-Largest TV Audience of 2025 WNBA Season

ESPN will carry seven more Indiana Fever games this year.
June 23, 2025

NBA Finals Game 7 Is Most-Watched Since 2019, but Series Drops 9%

Game 7 drew 16.35 million viewers, the most-watched NBA game since 2019.