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Headlines: Press: Magazine Circulation Flat, Des… TV: FCC's Pai Makes Vigorous Case … Tech: NBC's EveryBlock Experiment Fo… Ads & Brands: Ad of the Day: Qualcomm
Despite Blackout, Super Bowl Scores Record
Ratings Ninersʹ comeback keeps CBS,
sponsors in the pink By Anthony Crupi
February 4, 2013, 1:02 PM EST Television
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by Ez ra Shaw /Getty Im ages
espite a 34-minute power outage that left CBS scrambling to impose order in New
Orleans, the preliminary ratings suggest that last night's Super Bowl may be the
D most-watched in history.
According to Nielsen fast national data, CBS' broadcast of Super Bowl XLVII averaged a 48.3
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household rating/71 share, up a tick from last year’s record 47.8/71. But those preliminary
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numbers are freighted with an asterisk, as the ratings service effectively wiped clear the
time period roughly coinciding with the blackout (8:45 p.m. EST-9:15 EST, per Nielsen’s
clock, although the real-time interval was closer to 8:32 p.m.-9:12 p.m.).
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For all that, the inclusion of the blackout ratings would not seem to have an appreciable Lenovo Selects an
Agency for U.S.
impact on the broadcast's overall deliveries. When the relevant half hour is added to the Media
sample, the total average rating is a 48.2—a difference of just one-tenth of a point and a Digitas succeeds

2. record any way you slice it. Neo@Ogilvy on the...
If these directional ratings hold up, it is likely that last night's broadcast will top NBC’s
record turnout for Super Bowl XLVI—111.3 million viewers. It would also mark the fifth
straight year of record deliveries for the NFL’s showcase. Adweek Project
Isaac Launches to
*UPDATE*: The final live-plus-same-day ratings indicate that the Super Bowl delivered an Celebrate Invention
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average audience of 108.7 million viewers, marking a decline of 2 percent versus last year's calls for entries from...
record 111.3 million. The 49ers-Ravens showdown was also the first Super Bowl not to attain
year-over-year growth since XXXIX in 2005 (Patriots-Eagles, Fox). Ad of the Day:
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For all that, Super Bowl XLVII now stands as the third most-watched program in television cute mascot for the
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history. (Packers-Steelers in 2011 owned the record for a brief one-year span, averaging 111
million viewers.) Time Inc.'s All You to
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From the period immediately following Beyoncé's blistering halftime set to the moment Walmart
Venture to start as
darkness descended on half of the Mercedes-Benz Superdome, the average household rating early as June
dipped from a 48.3 to a 46.5, a difference of just 4 percent.
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And the numbers may have begun to go south before the booth went silent. Jacoby Jones' Entertainment
108-yard kickoff return for a touchdown gave Baltimore a seemingly insurmountable lead on Group
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the very first play of the third quarter. Moments later, the lights went out.
Perspective: Bowl
Following the lengthy delay—a period in which CBS struggled to make sense of what was Game
happening under the dome—the 49ers roared back. First Colin Kaepernick laced a 31-yard Selling soup as a
main-dish food isn't
TD pass to Michael Crabtree to make it a 28-13 ballgame, a score that was followed in short easy—and never was
order by a TD run from Frank Gore and a 34-yard David Akers field goal. Before you could
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say "John Candy," the 49ers were back in business, trailing by a 28-23 margin at the start of Rev. Al Sharpton
the fourth quarter. The MSNBC talk show
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As one would expect, the Super Bowl broadcast peaked at the very end of the game,
notching a 52.9/75 from 10:30-10:45. A final drive by Kaepernick and Co. died on the ABC Strikes Gold
With the Oscars
Ravens' five-yard line, leading to an intentional safety by Ravens punter Sam Koch and a Network sells out
booming kick that grounded the ball at the 50 as time expired. broadcast, fetching
$1.7 million per :30
CBS aired three commercial pods during the blackout, starting with a standard two-minute
break consisting of Walt Disney Studio's Iron Man 3 teaser, a Century 21 spot, a 30-second
Blackberry ad and the new E*Trade Baby creative. The ads were capped by a 10-second
promo for one of CBS’ prime-time series.
The second break followed on the heels of the first, rolling just 90 seconds after CBS
returned to the half-dark arena. This pod included a :30 for Subway, a 60-second Bud Light
spot and a 10-second promo for the NFL.
Six minutes later, CBS aired a 30-second in-house promo. Play resumed at 9:12 p.m.
The first ad pod following the blackout was a reprise of the Subway, Bud Light, NFL break
that arrived in the midst of the power outage. In a sense, the three clients enjoyed twice the
exposure for the cost of a single buy. Meanwhile, fans were forced to endure another round
of Anheuser-Busch's "Lucky Chair" spot and a second dose of Subway’s awkward
"FebruANY" ad.
The average cost of 30 seconds of air time was a record $3.8 million although some spots
were sold for more than $4 million a pop.
CBS was roundly pilloried for its handling of the unprecedented power outage, as pundits
including Will Leitch and Bob Raissman groused about awkward transitions and a tongue-
tied NFL Today cohort. Writing for Sports on Earth, Leitch was merciless, declaring Sunday
night's broadcast "the worst display…I’ve seen in my entire life," before adding that "CBS
probably would have been better off if it had just kept the screen blank for the whole half
hour."