Following in Peacock’s footsteps from an ad/promo boost for a big NFL-playoff promotion, Paramount+ pulled in an estimated 3.4 million in new sign-ups for its streaming service from its Super Bowl promotion, according to Antenna, a research company covering the subscription economy.

Around Super Bowl weekend, Paramount+ -- which simulcasted the big game on February 11th with sister network CBS --  got an estimated 2.3 million from a free trial offer, and another 1.1 million in paid sign-ups over a three-day period pegged advertising/promotional campaign, according to estimates.

Nielsen says “Super Bowl LVIII," which earned the Kansas City Chiefs another championship after they beat the San Francisco 49ers, averaged nearly 124 million viewers on CBS Television Network, Paramount+, Nickelodeon, Univision, and CBS Sports, Univision and NFL digital properties, including NFL+ -- the most-watched Super Bowl ever. Nielsen did not break out viewership for all networks and platforms.

At the end of the month, Antenna estimated 65% of those sign-ups either kept their free trial or paid subscriptions.

Antenna says its initial Paramount+ estimate does not include iTunes distribution, which it estimates was 21% of the Paramount sign-ups.

Earlier in the NFL playoffs, in January, Peacock witnessed similar benefits from the exclusive NFL AFC Wild Card Game -- the first ever exclusive NFL playoff game for a streamer. Antenna says Peacock pulled in 3.0 million new sign-ups also around a three-day period, a game that was promoted via a advertising/promotional campaign. 

Seven weeks after the game, it was estimated 29% of those new subscribers canceled their Peacock subscriptions -- but 71% did not.

Peacock pulled in 22.9 million average viewers, according to Nielsen, for that game between the Kansas City Chiefs and the Miami Dolphins.