How CBS will expand Super Bowl streaming viewership this year
More people are likely to stream this year’s Super Bowl than in past years. For starters, more people will probably watch the game within the confines of their homes. But CBS’s stream of this year’s NFL championship game will also be more widely available.
This year people will be able to stream the Super Bowl without a pay-TV subscription through the CBS Sports app on smart TV platforms for the first time, including LG’s and Vizio’s. When CBS last streamed the Super Bowl in 2019, its CBS Sports app was not available on smart TVs. “It’s nice because that means people can just turn on their TV and hopefully we’re right there,” said Jeff Gerttula, evp and gm of CBS Sports Digital. In 2019, 2.6 million people streamed CBS’s Super Bowl broadcast at any given minute across 7.5 million devices.
While streaming viewership on TV screens has increased overall in the past year, smart TVs in particular have seen a surge. In the fourth quarter of 2020, the amount of time people spent streaming programming on smart TVs increased by 157% year over year, according to video measurement and analytics firm Conviva. That viewership increase pushed smart TVs’ share of overall video viewership time from 9% in the fourth quarter of 2019 to 17% in the fourth quarter of 2020.
Of course, connected TV platforms, like Amazon’s Fire TV and Roku, continue to dominate video viewership. CTV devices accounted for 49% of overall video viewership time in the fourth quarter of 2020, per Conviva. They will likely account for a sizable chunk of the Super Bowl’s streaming viewership as well.
Amazon will run a banner ad on the home screen for every Fire TV-powered TV in the U.S. informing people of how they can stream the game on the CTV platform, said Sandeep Gupta, vp and gm of Fire TV, in an email. “Streaming live sports is becoming the norm. It’s a huge area of focus for us at Fire TV,” he said, noting that Fire TV’s live tab is “now the second most visited destination on Fire TV.” He declined to share any statistics regarding live sports viewership on the platform.
To take advantage of the expected expansion in Super Bowl streaming viewership, advertisers running ads in the traditional TV broadcast are able to run an alternate piece of creative in the game’s streaming feed, which is an option that CBS has provided to Super Bowl advertisers in past years. Advertisers are limited to one piece of alternate creative, said a CBS spokesperson.
In addition to the broader availability to stream this year’s Super Bowl on TV screens, CBS has worked to improve latency, or speed of the stream compared to the linear TV broadcast, Gerttula said. He was not able to quantify the stream’s latency or amount of improvement since it can vary from platform to platform as well as location to location, based on factors like a person’s internet connection.
The Super Bowl will also be available via CBS All Access, ViacomCBS’s subscription-based streaming service that will be renamed Paramount+ in March. The media conglomerate expects the Super Bowl will help to attract people to its streaming apps, including the CBS Sports app, and that those people stick around to become Paramount+ subscribers. “The Super Bowl is an unparalleled acquisition event that [if] you do it right, you’re able to funnel it into those businesses. That’s why we’re so fortunate to have it and it’s such a big moment for us,” Gerttula said.
Four years after its premiere, NBC News’ ‘Stay Tuned’ has stayed the course on Snapchat
The twice-daily news show averages nearly 1 million unique viewers per episode, and 50% of its audience tunes in at least three times per week.
Member ExclusiveFuture of TV Briefing: How Amazon, Roku and YouTube stepped up in this year’s upfront market
The Future of TV Briefing this week looks at how the competitive playing field between Amazon, Roku and YouTube versus traditional TV network owners for advertisers' dollars changed in this year's upfront market.
All Def owner Culture Genesis snags $5M in revenue after gaining YouTube ad sales rights
The digital studio claims to be the first Black-owned media company to have secured the ability to sell its YouTube channels’ inventory directly to advertisers.
SponsoredData-driven solutions: Charting a better way forward for brands and publishers
Travis Clinger, senior vp of addressability and ecosystem, LiveRamp Updates to mobile identifiers and browser data privacy policies have become an everyday part of life in the advertising industry. The browsers and device manufacturers have made privacy a competitive differentiator, as consumers have become increasingly concerned over how their data is being used. As an […]
Member ExclusiveFuture of TV Briefing: 5 TV, streaming and digital video trends to watch in the second half of 2021
The Future of TV Briefing this week looks ahead to the remaining six months of the year to see what may be in store for the TV, streaming and digital video industry.
‘Meet the Press’ host Chuck Todd reports from the frontlines of TV news’s shift to streaming
On the latest episode of the Digiday Podcast, the anchor of “Meet the Press Reports” discussed how the streaming show relates to the linear program and how the news cycle has changed in the Biden era.