INGLEWOOD, CALIFORNIA – JANUARY 30: Quarterback Matthew Stafford #9 of the Los Angeles Rams reacts … [+]
Super Bowl LVI is scheduled for Sunday, February 13 at SoFi Stadium in Inglewood, California. The game between the Los Angeles Rams and Cincinnati Bengals will be broadcast live on NBC and streamed on Peacock with kick-off at 6:30 p.m. (ET). Below are some facts about the most watched and for advertisers the most expensive TV program each year.
Heading into the Super Bowl, the Cincinnati Bengals (13-7 including playoffs) and the Los Angeles Rams (15-5) were the fourth seeds in their respective conferences. It marks the first time since the merger in 1970 that the #1, #2 or #3 seeds of either conference failed to qualify for the Super Bowl. Two number #4 seeds have won the Super Bowl, the New York Giants in Super Bowl XLVI (2012) and the following year the Baltimore Ravens won Super Bowl XLVII.
Cincinnati is appearing in their third Super Bowl. They played the San Francisco 49ers in Super Bowl XVI (in 1982) and Super Bowl XXIII (in 1989) losing both times. They are one of 12 NFL franchises that has never won the Super Bowl.
Cincinnati’s loss to San Francisco in Super Bowl XVI (in 1982) delivered an average household rating of 49.1, making it the highest rated Super Bowl of all-time.
The Rams will be appearing in their fifth Super Bowl, they have a won-loss record of 1-3. Two of their Super Bowl appearances came when the team was located in St. Louis, including their lone victory, Super Bowl XXXIV (2000). The St. Louis Rams were on the losing side of Super Bowl XXXVI (2003). The Los Angeles Rams were on the losing side in Super Bowl XIV (in 1980) and Super Bowl LIII (2019).
Forbes estimates the Los Angeles Rams to be valued at $4.8 billion, ranking fourth among the 32 NFL franchises. Cincinnati is valued at $2.275 billion ranking 31st (only Buffalo is lower). Los Angeles is the second largest local TV market, Cincinnati ranks #36.
This will be the second straight year the Super Bowl will be played in the home stadium of a participant. SoFi Stadium is the home to the Los Angeles Rams. Last year the Tampa Bay Bucs played (and won) at Raymond James Stadium. In the previous 54 Super Bowls that had never happened. The two closest proximities (same TV market) were Super Bowl XIV (1980), when the Los Angeles Rams played in Pasadena’s Rose Bowl and Super Bowl XIX (1985) when San Francisco 49ers played at Stanford Stadium.
The Greater Los Angeles area will be hosting its eighth Super Bowl. The Los Angeles Memorial Coliseum was host to the first Super Bowl in 1967. The last time the Los Angeles area hosted the Super Bowl was in 1993 (Super Bowl XXVII) in the Rose Bowl. Los Angeles went without an NFL franchise from 1995 to 2015. SoFi Stadium, which opened in 2020 at a cost of $5-6 billion, will be hosting their first Super Bowl. As a location, only Miami (11) and New Orleans (10) have hosted more Super Bowls.
SoFi Stadium has a seating capacity of 70,240, with the ability to add an additional 30, 000 seats for larger events, such as Super Bowls.
Ticket allocation for Super Bowl XLI; the NFL gets 25% of all tickets, Cincinnati and L.A. Rams each get 18.5%, the L.A. Chargers, the other NFL tenant at SoFi Stadium receives 3.1% of all tickets. The remaining 29 NFL franchises are each allocated 1.2% of all tickets.
Future locations of Super Bowls will be Glendale, Arizona in 2023, Las Vegas (hosting its first Super Bowl) in 2024 and New Orleans their 11th in 2025.
NBC will be televising their 20th Super Bowl, only CBS at 21 has televised more. The Super Bowl will also be streamed on Peacock and the NBC Sports App. The game can also be streamed on vMVPD providers YouTube TV or Hulu + Live TV. In addition, Telemundo will be the first Spanish language broadcast network to televise the Super Bowl.
Before and after the Super Bowl, NBC will be providing coverage of the Beijing Winter Olympics. It marks the first time the Super Bowl and Winter Olympics will overlap. On Super Bowl Sunday NBCU expects to generate over $500 million in ad sales.
Al Michaels will, for the 11th time, be providing the play-by-play for the Super Bowl. Michaels will match Pat Summerall for the most times announcing a Super Bowl. Michaels first broadcast the Super Bowl in 1988 (Super Bowl XXII) for ABC. Cris Collinsworth will provide color commentary. For Collinsworth this will be his fifth Super Bowl.
On Westwood One radio, Kevin Harlan, for the 12th consecutive year, will be the play-by-play announcer. Kurt Warner will provide color commentary for the fourth straight year.
Last year, Super Bowl LV on CBS averaged 91.6 million TV viewers, the lowest audience since Super Bowl XL in 2006. After nine straight years of averaging 100+ million TV viewers, two of the last three Super Bowls have averaged fewer than 100 million.
Last year’s TV household rating was 38.2, the first time the Super Bowl’s HH rating fell below 40, since Super Bowl XXIV in 1990. It was the lowest HH rating since Super Bowl III (in 1969).
Last year CBS said the Super Bowl LV averaged 5.7 million streaming viewers, a record for any NFL game and a 65% increase from the previous year. ESPN Deportes televised the game in Spanish averaging 650,000 viewers.
This year will be the first time both Super Bowl coaches will be under the age of 40 making it the youngest head coaching matchup. The L.A. Rams head coach Sean McVay is 36 and Cincinnati’s head coach Zac Taylor is 38. At age 33, McVay had coached the L.A. Rams in Super Bowl LIII making him the youngest Super Bowl ever. His quarterback coach that season was 35-year old Zac Taylor. In contrast, one year ago, the two Super Bowl coaches Bruce Arians of Tampa Bay and Andy Reid were both 68 making it the oldest Super Bowl head coaching matchup.
Super Bowl starting quarterbacks Joe Burrow of Cincinnati and Matthew Stafford of the L.A. Rams were both the first pick of the NFL draft. Burrow in 2020 and Stafford in 2009. This is the second time both Super Bowl quarterbacks had been the top pick in the NFL draft. In Super Bowl 50 (2016), the starting quarterbacks were Peyton Manning of Denver and Cam Newton of Carolina.
Joe Burrow is the second quarterback from LSU to start a Super Bowl joining David Woodley who started Super Bowl LVII in 1983. Matthew Stafford will be the second quarterback from the University of Georgia to start a Super Bowl joining Hall of Famer Fran Tarkenton who started in three Super Bowls; VIII in 1974; IX in 1975 and XI in 1977. Neither Woodley nor Tarkenton were victorious. California has produced the most Super Bowl starting quarterbacks at five followed by Alabama, Purdue and Notre Dame at three.
If Cincinnati wins the Super Bowl, quarterback Joe Burrow will join Joe Namath (Alabama and New York Jets) and Joe Montana (Notre Dame and San Francisco) as the only QBs to win an NCAA national championship and a Super Bowl.
If Cincinnati wins the Super Bowl, Joe Burrow will join Roger Staubach (Navy and Dallas) and Jim Plunkett (Stanford and Oakland/L.A. Raiders) as the only quarterbacks to win the Heisman Trophy and a Super Bowl. (Quarterback John Huarte of Notre Dame was on Kansas City’s roster in Super Bowl IV but did not play).
If Cincinnati wins, Burrow will be the first quarterback to win an NCAA national championship, the Heisman Trophy and a Super Bowl.
Ten days before the game, NBC said it had sold out all commercial inventory, with some :30 ads going as high as $7.1 million. Last year in a sluggish ad economy CBS said they were selling :30 ads at $5.5 million.
According to Standard Media Index, total ad spending for the Super Bowl LV in 2021 was $400.7 million, with the price tag for an average :30 second ad $4.73 million. There were 85 :30 ads during the “Big Game.” By comparison, in Super Bowl LIV, the average :30 ad cost $4.99 million and total revenue was $428 million.
SMI noted last year’s game had a lower share of ad spend for consumer-packaged group with a 23% of all Super Bowl dollars, down from 33% in 2020. Among the categories that increased were financial services to an 11% share (from 6%).
According to Kantar the top five advertisers in Super Bowl LV were; Anheuser-Busch InBev at $52.25 million, Pepsico at $27.5 million; Deutsche Telekom (T-Mobile), General Motors and Rock Holdings (Rocket Mortgage) all spent $22 million.
Last year’s Super Bowl had 20+ first-time Super Bowl advertisers. Among first-time advertisers for this year’s Super Bowl include; Crypto.com, Cutwater Spirits, Booking.com, FTX, Hologic, Quickbooks, Rakuten, Sam’s Club, Wallbox and Irish Spring.
Familiar Super Bowl advertisers who will be sitting out this year include; Chipotle, Coca-Cola, Fiverr, Hyundai, Kraft Heinz, Lexus, Mars Wrigley and Tide.
Advertisers returning to the Super Bowl after a hiatus include; Lay’s (17 years), Gillette (16 years), Nissan (7 years), BMW (7 years), Taco Bell (5 years), Turkish Airlines (2 years), Google (1 year), Facebook/Meta (1 year) and Avocados from Mexico (1 year). Budweiser with the Cydesdales will return after missing last year. In addition, the E*Trade talking baby will return for the first time in eight years
With Anheuser-Busch InBev having product exclusivity, Boston Beer’s Samuel Adams will be streaming a :30-ad via Verizon and Yahoo and in 13 local TV markets including New York, Chicago and Boston.
In their annual Super Bowl survey, the National Retail Federation report 90 million people are planning to throw or attend a party, up from 62.8 million last year. Another 13.7 million adults plan to watch the game at a bar or restaurant.
Also, the average adult with plans to watch the Super Bowl will spend $78.92 (14.6 billion in total), an increase from last year’s $74.55, but well below the record $88.65 set in 2020. Food and beverage will account for 79% of the dollars, followed by team apparel (11%), TVs (9%), decorations (8%) and furniture (5%).
The NRF found, 40% of respondents said the game was the most important part of the Super Bowl, 21% said the commercials and 18% answered the halftime show. FE
According to a survey from Advocado, 42% of Super Bowl viewers will tune in specifically to enjoy the advertisements. In fact, 50% of viewers have purchased a product or service based on one of these commercials. Also, 49% use two or more screens while watching football and 69% use a second screen after seeing an ad to find more information on a product or service that piques their interest.
According to Kantar Sports, 67% of fans over age 18 indicated they were either extremely/very interested in watching the Super Bowl this year, higher than the 2022 Winter Olympics and World Cup.
More bets are placed in Super Bowl games than any other single sporting event in the country. As state legislatures continue to approve legalized wagering, PlayUSA projects $1 billion could be bet in Super Bowl LVI at legal online and retail sportsbooks, doubling last year’s estimate of $500 million, in 2020 it was $200 million.
At one point, early in the 2021 NFL season, Cincinnati was a longshot with odds at 200 to 1 to win Super Bowl LVI.
The L.A. Rams are 3½ points favorites.
This year the Super Bowl will be played on February 13, the latest date it has ever been scheduled. The earliest date was Super Bowl XI on January 9, 1977.
Mickey Guyton will perform the national anthem and Jhené Aiko will sing “America.” The halftime performers are Mary J. Blige, Snoop Dogg, Dr. Dre, Kendrick Lamar and Eminem. Last year’s halftime performer The Weeknd had music sales grow by 385% in the U.S. after the Super Bowl. Pepsi will be the sponsor. Pepsico has had the rights to sponsor the halftime in 2012 (replacing Bridgestone) in an agreement that expires after this year’s Super Bowl.