Record Super Bowl audience for Sky Sports
February 16, 2024
Super Bowl LVIII averaged 514k viewers on Sky, which makes it the most watched Super Bowl on record for Sky ahead of last years which averaged 344k (+49 per cent). The game on February 11th was also the most watched NFL match ever on Sky ahead of Bills v Bengals in the playoffs in 2023 which averaged 415k viewers.
Viewership peaked at 761k on Sky, making it by far the highest NFL peak on Sky on record (+35 per cent higher than the previous highest peak of 563k – also the Bills vs Bengals in the playoffs last year).
The Super Bowl reached 935k viewers on Sky this year (based on a minimum 10 minutes of continuous viewing), up +63 per cent on last year (574k).
There was~100k more female viewers this year (+93 per cent), a potential nod to the impact Taylor Swift has had. Research ahead of the Super Bowl by streaming service NOW found that over half (54 per cent) of British Swift fans planned on staying up to watch.
On streaming service NOW there was an 18k uplift in viewing from last year.
On February 11th alone, the Sky Sports NFL account on X received 7.6 million impressions (a YOY increase of 145 per cent). Content views on X also shot up to 1.5 million (an increase of 74 per cent from 2023) Across Super Bowl week, there was 12.2 million views of NFL related content on all other social platforms.
Bryan Henderson, Sky Sports Director of NFL, said: “The figures are testament to the continual growth of the NFL in the UK and we’re extremely proud to play a role in helping its expansion into new audiences. It’s been a brilliant season with new faces and a new studio added to our coverage, and the Super Bowl itself was a fitting end.”