When adding in viewers watching at Super Bowl parties -- as well as all digital viewing -- NBC says the big game posted 118.2 million viewers.
A new metric from Nielsen, which began last year, focuses on out-of-home viewing. Preliminarily metrics show 12 million additional viewers watching the Super Bowl -- a 12% bump. The out-of-home metric for the Super Bowl was calculated based on viewership of the NBC broadcast.
Nielsen began its out-of-home measurement service last April -- measuring program and commercial ratings for live through live-plus-seven days of time-shifted viewing.
As initially reported, NBC also had 2.8 million viewers watching on digital platforms including NBCSports.com, the NBC Sports app, NBC.com ‘TV Everywhere,’ Universo, En Vivo app, NFL.com, NFL Mobile from Verizon, the Yahoo Sports app and go90.
Nielsen says traditional live TV program/same-day results earned 103.4 million viewers, down 7% from the year before.
Total viewers -- traditional TV viewing metric, OOH viewing and digital platforms -- totaled 118.2 million viewers, according to NBC’s Total Audience Delivery measure.
NBC says Nielsen’s new OOH metric will be reported during the Olympics in Pyeongchang, South Korea.
“We know the Super Bowl is watched in large groups at parties, on college campuses, and elsewhere,” stated Mark Lazarus, chairman, NBC Broadcasting and Sports. “We will continue to utilize out-of-home reporting throughout the Winter Games, as the Olympics is a communal event that brings people together.”