The Super Bowl plays a critical role in the media industry in Canada as it is the most watched live sporting event on TV.
It attracts record breaking audiences driving brands to spend up to 8 times more on a 30 second spot during the coveted event.
Some of the most famous ads first aired during the Super Bowl including these listed here by Business Insider.
Our annual Hot Topic report uncovers the most detail on the Super Bowl including:
- total viewing trends with average minute audience by station
- viewing by demographic, regions and markets
- minute by minute analysis
- commercial trends by category and top brands advertising in the game
Clients with a TV PPM subscription can either access this report through the Lens platform or contact us directly.
Highlights for Super Bowl LIV 2020:
Super Bowl LIV saw the Kansas City Chiefs defeat the San Francisco 49ers to capture their first Super Bowl title in 50 years.
This was a feel good win for a couple of reasons. Firstly, the Chiefs were led by their young quarterback Patrick Mahomes who shook off some early inconsistent play in the game and came through in the 4th quarter with 3 touchdown drives to propel his team to a 31 – 20 come from behind victory. Secondly, Andy Reid who has coached the Chiefs since 2013 and who has been a head coach in the NFL since 1999 finally received his first Super Bowl title in his 335th game.
The halftime show was another reason to celebrate with Jennifer Lopez and Shakira delivering one of the most well-received half time performances in recent years.
- With the return of simultaneous substitution, the viewing figures returned to previous levels, CTV Total even exceeded 2016 CTV Com levels by 6%.
- The Super Bowl is by far the most watched sporting event of the broadcast season. In terms of AMA the game on CTV Total was more than double that of the 2019 Grey Cup.
- 18.7 million Canadians tuned in to the Super Bowl on one of the three networks (CTV, TSN+ or RDS) at some point during the game (a 32% increase vs last year's figures).
- As usual, viewing peaked during the halftime show. Jennifer Lopez and Shakira delivered an average audience on CTV Total of 9.7m, peaking at 10.3m smashing the peak of 5.8m for Maroon 5 last year.
- Canadians were slightly more social than last year with 70% of viewing for the game on CTV Total occuring in groups of 2 or more. Toronto had the most co-viewing (77%) whereas Calgary had the lowest (65%).
- The game’s audience was 55% male and 45% female compared to 57% male and 43% female last year. Calgary had the youngest viewing profile with almost 40% of the CTV Total audience aged 34 or under.