FOX and FOX Deportes Delivered 64% of All Advertising Impressions for Original Airings on TV on Feb 12th
According to preliminary audience measurement estimates from iSpot, the telecast of Super Bowl LVII, which aired on FOX and FOX Deportes on Feb.12, 2023 from 6:44 p.m. ET to 10:15 p.m. ET, drew an average minute TV audience of approximately 118.2 million viewers (P2+) who tuned in to watch the Kansas City Chiefs play against the Philadelphia Eagles.
The total household reach on linear and streaming* on both FOX and FOX Deportes was 59.9 million households (HHs) with an average of 48.3 million HHs in the United States. Across linear and streaming, 128.4 million viewers tuned in to watch Super Bowl LVII on TV.
In addition, out-of-home (OOH) viewership totaled an average minute audience of 16.4 million adult (18+) viewers, as measured by Tunity Analytics, an iSpot company. OOH audiences are up 32% from last year as people returned to bars and restaurants to watch the big game.
FOX Advertising Posts a Big Win on Super Bowl Sunday
The Super Bowl’s airing of 59 brand ads and 22 promos from the network and league accounted for more than 5.6 billion P18+ ad impressions during the game. When compared to original programming across TV, FOX and FOX Deportes accounted for 64.1% of all ad deliveries on Feb. 12th — and 83.4% of all TV ad impressions compared to other broadcast networks.
This year, 72% of Super Bowl ads deployed humor, as measured by iSpot Creative Assessment, the most in ten years. Advertisers drove above-average purchase intent compared to the norm, with an average of 22% of respondents indicating they were “much more likely” to purchase the advertised product after viewing an ad.
Five Super Bowl LVII ads generated 100 million impressions, with the most-seen going to The Farmer’s Dog’s “Forever,” which aired at approximately 8:05 p.m., and generated 101.5 million linear TV ad impressions (P2+) on FOX and FOX Deportes.
*Audience figures above are preliminary, and include streaming estimates based on iSpot’s proprietary ACR measurement for delineating between linear and streaming. Final streaming numbers based on validated streaming logs will be released at a later date.
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