Super Bowl LIX proved once again that the NFL’s championship game remains one of the most-watched television events in the United States, even when the on-field competition is lopsided. The Philadelphia Eagles’ dominant 40-22 victory over the Kansas City Chiefs didn’t deter audiences, as the event set a new all-time viewership record, averaging 126 million viewers across all platforms, according to early Nielsen data and Fox’s internal reports. This marks a 2% increase from last year’s record-setting 123.7 million viewers for Super Bowl LVIII.
Streaming Drives Record Viewership
The increasing shift toward streaming platforms was also a significant factor in this year’s record-breaking audience. Fox reported that its free, ad-supported streaming service, Tubi, attracted 13.6 million viewers for the game, with total digital viewership, including NFL platforms, reaching 14.5 million. This significantly increased from the previous Super Bowl’s streaming record of 11.2 million in 2022.
Peak viewership hit 135.7 million during the second quarter as the Eagles commanded 24-0 halftime lead. Despite the game’s lopsided nature, fans stuck around for Kendrick Lamar’s Apple Music halftime performance, which included his Grammy-winning hit Not Like Us.
Decline in Household TV Viewership
Despite the overall increase in total viewership, traditional TV audiences experienced a slight decline. According to Samba TV, 37.1 million U.S. households tuned in for Super Bowl LIX, a 5% drop from the 39 million households recorded in 2024. The halftime show, featuring Kendrick Lamar, drew 28.8 million U.S. households, with 311,000 households watching only the halftime performance—an 8% decrease from Usher’s show the previous year.
Engagement also waned as the Philadelphia Eagles widened their lead, with the game retaining just 70% of its peak audience by the final minutes. This was a notable decline compared to last year’s Super Bowl, which held onto 89% of its peak viewership as the game extended into overtime.
Audience Demographics and Regional Trends
According to Samba TV, the Super Bowl’s audience skews towards white households (+5%), while black households were 25% more likely to tune in only for the halftime show. Pittsburgh led the way among the top 25 designated market areas, over-indexing by 20%, followed by Boston (+14%) and Minneapolis (+13%). Philadelphia and Kansas City, the home markets for the competing teams, also saw high engagement, over-indexing at 9% and 11%, respectively.
A Historic Super Bowl Despite a Blowout
While the lack of competitiveness may have contributed to declining household engagement, Super Bowl LIX still cemented its place in history as the most-watched telecast ever. This year’s game marked the third consecutive Super Bowl to break viewership records, underscoring the sustained relevance of live sports in an increasingly fragmented media environment.
The Super Bowl maintained its position as the premier event for advertisers. Nike’s national ad was the most-watched commercial of the night, reaching 28.1 million households. The Novartis and RAM ads closely followed, attracting around 28 million viewers. Despite some fluctuations in engagement, the Super Bowl offers an unparalleled platform for brands to connect with a massive audience.
As streaming continues reshaping how live events are consumed, future Super Bowls will likely see an even more significant shift towards digital platforms. The record-breaking numbers from this year’s game signal that the Super Bowl remains the pinnacle of American sports and entertainment even as traditional television viewership fluctuates.
