Super Bowl by the DMAs
A National Treasure Built on Local Passion

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Known for producing the highest national viewership of the year, the Super Bowl is also a very local story. Despite the blowout performance of 2014’s Super Bowl XLVIII champions, the Seattle Seahawks, the average broadcast rating for the home-­team markets of Denver and Seattle both exceeded TVB’s projected national average* (46.3) by 11% and 22%, respectively. Additionally, the game’s host market, New York, saw ratings that exceeded the projected national average by +9%. Similar outperformance has been estimated for neighboring DMAs and a host of perennial Super Bowl markets (markets that outpace the national average by greater than 10% each year). Kansas City is one of these core, perennial markets, and this year turned in the highest ranking performance of all metered markets — 58.1 HH Rtg — 25% above TVB’s national projection. A full analysis of all local markets in 2014 is forthcoming when the data becomes available this coming March, but directionally, early returns for 2014 are in line with previous years when approximately 63% of America‘s 210 markets over-­indexed the national average.

Super Bowl XLVIII – 2014
Local Market Performance Indexed to Projected National Average*
Live+SD HH Rating

Super Bowl XLVIII – 2014 Local Market Performance Indexed to Projected National Average* Live+SD HH Rating  
Key Markets: Denver, New York, Seattle
Neighbor Markets: Portland, OR
Perennial Markets: Buffalo, Cincinnati, Columbus, OH, Dayton, Indianapolis, Jacksonville, Kansas City, Milwaukee, Minneapolis, Nashville, New Orleans, Norfolk-Portsmouth, Richmond-Petersburg, Washington, DC

*TVB is projecting the national average rating by applying a factor of based on the relationship between the reported Superbowl national rating to metered market average rating over the past 5 years (metered markets have typically delivered +2.74% higher than the national average).
Source: The Nielsen Company, Wrap Overnights, Super Bowl Program Averages for 2014, HH Live+SD in select LPM/Metered Markets.

What Super Bowl History Has Shown Us

The Super Bowl is often considered to be the domain of national marketers with national-­‐sized budgets, but local and regional advertisers can very successfully support Super Bowl affiliate stations and reach consumers when they are the most passionate. Three markets have figured prominently in Super Bowl media attention each year – those of the two competing teams and the host market for the game. These hometown markets generally perform 30+% better than the national average and for good reason—the game is very personal and emotions run high. Neighboring markets, however, often do just as well with fans (or close rivals) having a vested interest in the outcome of the game — so it’s not just about the key cities. In addition, hyper-engaged football fans can also be found in a cross‐section of perennial Super Bowl markets across the country. No matter the teams or host cities involved, these markets consistently outpace the national average by more than +10%. Marketers who take advantage of this knowledge can expect to connect to fans with extraordinary impact.

Super Bowl 2013: DMA Index to National Performance
Live+SD/Live+1 A25-54 Ratings

Superbowl 2013: DMA Index to National Performance Live+SD HH Ratings


 
  Super Bowl 2012

Superbowl 2012: DMA Index to National Performance Live+SD HH Ratings

 
 
 Super Bowl 2011

Superbowl 2011: DMA Index to National Performance Live+SD HH Ratings

 

Source: The Nielsen Company, Wrap Overnights, Super Bowl Program Averages for 2013, 2012 and 2011, 210 DMAs, P25-­‐54, Live+SD in LPM/Metered Markets. Live+1 in Diary Markets.

Prominent Local Markets of the Super Bowl
(Index to National Average — A25-54 L+SD Ratings)

Market Type 2013 2012 2011
A25-54 Rtg 42.0 42.8 41.7
Winning Team Baltimore (142) New York (106) Milwaukee (155)
Losing Team San Francisco (113) Boston (148) Pittsburgh (165)
Host City New Orleans (117) Indianapolis (130) Dallas (108)
Neighboring Markets Bend, OR (136) Bangor, ME (143) Wausau (172)
  Roanoke (125) Wilkes-Barre (138) Madison (171)
  Norfolk (124) Johnstown-Altoona (136) Rockford (165)
  Baton Rouge (124) Erie (136) La Crosse (152)
  Richmond (123) Terre-Haute (135) Erie (148)
  Washington, DC (123) Portland-Auburn (133) Johnstown-Altoona (147)
  Jackson (123) Buffalo (132) Toledo (145)
  Santa Barbara (122) Albany (132) Cedar Rapids (142)
  Reno (119) Evansville (132) Duluth-Superior (141)
  Eureka (118) Syracuse (129) Buffalo (141)
  Las Vegas (113) Paducah (126) Des Moines (139)
    Ft. Wayne (125) Flint-Saginaw (137)
      Traverse City (136)
      Columbus (134)
      Wilkes-Barre (131)
      Cleveland (122)

Over the last three years, 35 markets have consistently over-­‐achieved the national game performance (110+ index) without having any real skin in the game. Knowing where these pockets of football fans exist can mean the difference between under-delivery or over-delivery of an advertiser’s Super Bowl commitments.

Perennial Local Markets of the Super Bowl
(Index to National Average)

Market Type 2013 2012 2011
A25-54 Rtg 42.0 42.8 41.7
Perennial Markets Billings (138) Billings (120) Billings (119)
 
  Boise (114) Boise (116) Boise (155)
  Buffalo (121) Buffalo (132) Buffalo (141)
  Burlington-Platts. (119) Burlington-Platts. (114) Burlington-Platts. (122)
  Cincinnati (120) Cincinnati (124) Cincinnati (118)
  Colorado Springs (131) Colorado Springs (122) Colorado Springs (111)
  Columbia, SC (123) Columbia, SC (125) Columbia, SC (130)
  Columbus, OH (113) Columbus, OH (113) Columbus, OH (134)
  Davenport-R.Island (118) Davenport-R.Island (131) Davenport-R.Island (134)
  Dayton (113) Dayton (115) Dayton (121)
  Denver (118) Denver (110) Denver (119)
  Des Moines (122) Des Moines (144) Des Moines (139)
  Duluth-Superior (118) Duluth-Superior (114) Duluth-Superior (141)
  Evansville (124) Evansville (132) Evansville (111)
  Fargo-Valley City (122) Fargo-Valley City (133) Fargo-Valley City (144)
  Ft. Wayne (140) Ft. Wayne (125) Ft. Wayne (117)
  Green Bay-Appleton (132) Green Bay-Appleton (130) Green Bay-Appleton (175)
  Indianapolis (120) Indianapolis (130) Indianapolis (114)
  Jacksonville (121) Jacksonville (119) Jacksonville (127)
  Kansas City (129) Kansas City (135) Kansas City (121)
  Little Rock (112) Little Rock (116) Little Rock (112)
  Milwaukee (128) Milwaukee (119) Milwaukee (155)
  Minneapolis (116) Minneapolis (117) Minneapolis (123)
  Nashville (119) Nashville (119) Nashville (126)
  New Orleans (117) New Orleans (121) New Orleans (123)
  Norfolk-Portsmouth (124) Norfolk-Portsmouth (120) Norfolk-Portsmouth (123)
  Rapid City (113) Rapid City (122) Rapid City (119)
  Reno (119) Reno (116) Reno (113)
  Richmond-P.burg (123) Richmond-P.burg (111) Richmond-P.burg (126)
  Rochester, NY (132) Rochester, NY (129) Rochester, NY (119)
  Rochestr-Mason City (113) Rochestr-Mason City (112) Rochestr-Mason City (128)
  Syracuse (145) Syracuse (129) Syracuse (129)
  Toledo (132) Toledo (118) Toledo (145)
  Washington, DC (123) Washington, DC (113) Washington, DC (117)
  Wilkes-Barre (119) Wilkes-Barre (138) Wilkes-Barre (131)

Source: The Nielsen Company, Wrap Overnights, Super Bowl Program Averages for 2013, 2012 and 2011, 210 DMAs, P25-­‐54, Live+SD in LPM/Metered Markets. Live+1 in Diary Markets.


Local Broadcast TV: Driving NFL Viewership

Local broadcasters were once again NFL viewers’ preferred choice to watch their local teams. With the average home receiving hundreds of television channels today, it’s a wonder that viewers can distinguish between broadcast and cable channels anymore – but they absolutely do. In the 2013 regular NFL season, football fans overwhelmingly chose their local TV station when given the option to watch on either broadcast TV or cable in their market.

The NFL requires cable networks like ESPN and NFLN to provide a live feed of their national games to each team’s respective local broadcast TV station partner. Local market simulcasts of home-­team NFL games occurred 60 times during the 2013 regular season, and local TV stations attracted as much as 8 times the game day household viewers compared with the cable networks that televised the game at the same time. As negotiations progress over the new Thursday night package of regular season games, the ability of local broadcast to deliver the widest, most encompassing audience of fans will be a central factor.

In the 32 markets where a regular season game was simultaneously offered on both a local TV station and one of the cable nets, the average household broadcast rating exceeded the cable network rating by +75%. Limiting the analysis to only the 4 major broadcast network affiliates (excluding CW, MyNet and Independent stations), the advantage soared to +129%.

The top 5 markets where NFL household ratings on local broadcast TV stations exceeded simulcast games on the cable networks were: Cleveland (+489%), Kansas City (+439%), Boston (+248%), Nashville (+202%) and Denver (+176%).

The data tells the story — football may be a national sport, but it is first and foremost a local passion.


ESPN/NFLN Simulcast Games on Local Broadcast in Local Markets
Live+SD HH Ratings

Rank Team Market Games Broadcast
HH Rtg
Cable
HH Rtg
Index to
National
1 Cleveland Browns Cleveland-Akron (Canton) 1 25.9 4.4 589
2 Kansas Chiefs Kansas City 1 33.4 6.2 539
3 New England Patriots Boston (Manchester) 2 26.8 7.7 348
4 Tennessee Titans Nashville 1 17.8 5.9 302
5 Denver Broncos Denver 2 31.5 11.4 276
6 Philadelphia Eagles Philadelphia 2 24.8 9.1 273
7 Green Bay Packers Milwaukee 1 36.4 13.9 262
8 New Orleans Saints New Orleans 3 38.3 15.2 252
9 Cincinnati Bengals Cincinnati 2 25.8 10.4 248
10 Indianapolis Colts Indianapolis 2 26.2 10.8 243
11 Houston Texans Houston 2 17.2 7.1 242
12 Pittsburgh Steelers Pittsburgh 1 27.9 11.9 234
13 Baltimore Colts Baltimore 1 28.1 12.1 232
14 Detroit Lions Detroit 1 24.4 10.6 230
15 Jacksonville Jaguars Jacksonville 1 15.6 6.8 229
16 Minnesota Vikings Minneapolis-St. Paul 2 22.9 10.7 214
17 San Francisco 49ers San Francisco-Oak-San Jose 3 14.7 8.8 167
18 Buffalo Bills Buffalo 1 17.8 11.6 153
19 San Diego Chargers San Diego 3 18.3 12.6 145
20 New York Jets New York 2 8.2 6 137
21 Atlanta Falcons Atlanta 3 11.5 8.7 132
22 Carolina Panthers Charlotte 2 16 12.2 131
23 Seattle Seahawks Seattle-Tacoma 3 21.8 16.9 129
24 St. Louis Rams St. Louis 2 7.7 6.1 126
25 Chicago Bears Chicago 3 18.3 14.6 125
26 Arizona Cardinals Phoenix (Prescott) 1 7.2 6.5 111
27 Washington Redskins Washing, DC (Hagrstwn) 3 14.9 15.2 98
28 Tampa Bay Buccaneers Tampa-St. Pete (Sarasota) 2 8.1 9.4 86
29 New York Giants New York 2 6 7.4 81
30 Miami Dolphins Miami-Ft. Lauderdale 3 5 10.6 47
31 Oakland Raiders San Francisco-Oak-San Jose 1 3.6 10.9 33
32 Dallas Cowboys Dallas-Ft. Worth 1 5.9 19.9 30
  In-Market Average   60 18.7 10.7 175

Source: TVB analysis of Nielsen Media Research data. 60 games aired on ESPN & NFLN between 9/9/13 and 12/26/13. Each game aired on one of the two cable networks and was simulcast on a broadcast station. The analysis compares the in-market delivery of the cable network and broadcast station in each respective market. Deliveries are averaged in markets where teams played more than one game.

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