Super Bowl Scores More Affluent Viewers

The Super Bowl keeps pulling in more affluent TV viewers -- more than double its share versus 2004.

Last year’s Super Bowl game between San Francisco-Baltimore tallied 26.8% of homes making over $100,000. Nielsen says there was an average of 53 million homes and 108.7 million U.S. viewers watching a year ago.

In 2003, Tampa Bay-Oakland pulled in 14% of those homes making $100,000 or more. In that year, there were some 43.4 million homes and 88.6 million overall TV viewers.

The growing share of affluent viewers has been steady since the 2009 game between Arizona and Pittsburgh, where the affluent home share of its audience was 26.4%. Then the average number of numbers was at 48.1 million, and overall viewership was 98.7 million.

Last year was the first time since 2004 that the Super Bowl audience did not grow versus the year before. Some analysts blame the electrical issues experienced by CBS and the venue, which caused a delay in the game and the telecast.

Average pricing for a 30-second spot for the upcoming Fox broadcast of the game on Feb 2 is said to be around $4.1 million to $4.3 million -- up from $3.8 million in 2013 and $3.5 million in 2012.

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