What Happened
A record number of viewers watched Sunday’s big game on streaming platforms, according to CBS. The network reports that 3.96 million unique viewers tuned in to watch the match across all streaming services, compared to the over 1.3 million people watched the Super Bowl through NBC’s web stream last year. CBS also reports that those viewers consumed over 402 million total minutes of coverage, watching for more than 101 minutes each on average.
It should come as no surprise that the number of streaming audience continues to grow, as the network and NFL have been making it easier for viewers to streaming the game. This year, for example, CBS made the live stream available on its CBSSports.com website on PCs and tablet, as well as via its CBS Sports app across a variety of mobile and streaming devices, including Roku, Xbox, and the new Apple TV.
What Brands Need To Do
Unlike the previous year, CBS made the decision to bundle the broadcast and streaming ad sales for this year’s Super Bowl, which means the viewers who streamed the big game also saw the same ad spots as the viewers who watched it on TV, further expanding the already humongous reach of Super Bowl spots. As more and more viewers continues to opt for streaming content and time-shifted viewing, it is up to brands and media owners to catch up with the shifting consumer behaviors and make their content more easily accessible.
For more information on how brands can reach their audiences on streaming platforms, check out the Appified TV section in our Outlook 2016.
For more stories on how brands are leveraging new technologies to reach Super Bowl viewers, check out our coverage on Super Bowl 2016 here.
Source: TechCrunch