The most-watched telecast in history was Super Bowl LVIII between the Chiefs and 49ers, with an average of 123.4 million viewers across all CBS platforms. This surpassed last year’s record of 115 million viewers for the Chiefs vs. Eagles game. The main CBS feed alone attracted 120 million viewers, setting a new record for a single network. So, what made this Super Bowl more popular than any of the previous 57? Let’s analyze the reasons below.
One factor was the significant pregame interest. The Kansas City Chiefs had become the NFL’s villains, aiming to achieve back-to-back Super Bowl victories, a feat not accomplished in the past two decades. Both Patrick Mahomes and Travis Kelce, active players who have gained mainstream attention, played a role in generating interest. Kelce, in particular, drew attention due to his relationship with Taylor Swift, the country’s biggest star. This unique connection between an active Super Bowl player and a renowned celebrity attracted not only the typical NFL audience but also a specific demographic of females aged 12-17 who don’t usually watch football.
The Swift phenomenon went beyond personal interest and became a political affair. Some speculated that Swift’s relationship with Kelce was a strategic move to endorse Biden on the grandest sports stage. This theory gained traction among certain individuals, including former presidential candidate Vivek Ramaswamy and right-wing grifters. Political topics often boost ratings as supporters from both sides engage in passionate discussions.
Additionally, the hypothesis that the NFL is rigged in favor of the Chiefs gained momentum in recent weeks. This belief was not limited to fringe groups; influential individuals online convinced their followers that the league manipulates outcomes to benefit Kansas City. Hate-watching became a significant factor in the increased viewership of this Super Bowl, with many tuning in due to their dislike of the Chiefs, Taylor Swift, and the associated conspiracies.
Apart from these unconventional factors, the game also benefited from more traditional aspects. Both the Chiefs and 49ers are legacy franchises with a broad national following, consistently ranking among the most-watched teams in the NFL, second only to the Dallas Cowboys. Furthermore, the game’s thrilling conclusion contributed to its success. The Chiefs secured victory with a walk-off touchdown in overtime, keeping viewers engaged until the very last second. The longer a game remains competitive, the more people tend to watch.
In contrast, the 2021 Chiefs vs. Bucs Super Bowl, featuring the highly anticipated Brady vs. Mahomes matchup, averaged only 95 million viewers. This lower number can be attributed to the game being decided by the fourth quarter, with Tampa winning 31-9.
Super Bowl LVIII was a perfect storm for CBS and the NFL, combining all these factors to generate record-breaking ratings. It may be challenging to surpass these numbers in the near future, even if the Chiefs face off against a team like the 49ers again and Swift continues to date Kelce. Sequels rarely match the intrigue of the original, and the NFL may experience lower viewership in future Super Bowls, such as the 2022 Bengals vs. Rams game, which drew 30 million fewer viewers than this year’s event.
According to the Source outkick.com