There are big TV moments, and then there’s the Super Bowl—the undisputed king of live viewership. It’s the one night a year when everyone, from die-hard sports fans to snack-table enthusiasts, gathers around the biggest screen in the house. And this year, Super Bowl LIX shattered records, with an estimated 127.7 million viewers tuning in on February 9, according to Nielsen. This makes it the largest audience for a Super Bowl and for a single-network telecast in TV history. If you’re looking for an audience, there’s nowhere better than TV.
The Power of the Big Screen
Let’s be real: there are plenty of “big” TV moments throughout the year. Award shows, season finales, election nights—but nothing compares to the Super Bowl effect. This isn’t just a game; it’s an event. People plan their entire day around it, prepping wings, nachos, and their hottest takes on player matchups.
The matchup between the Philadelphia Eagles and the Kansas City Chiefs pulled in a combined average household rating of 41.7 and a household share of 83. The peak audience hit a staggering 137.7 million viewers between 8:00 PM – 8:15 PM ET in the second quarter, proving once again that when it comes to massive reach, nothing competes with live sports on TV. And it’s not just a one-time phenomenon—this year’s viewership was up 3.2% from last year’s record-setting audience, meaning the Super Bowl’s grip on audiences is only getting stronger.
While traditional TV continues to dominate, this year’s Super Bowl also made history on streaming platforms. Tubi, the free ad-supported streaming service owned by Fox Corporation, delivered the most-streamed Super Bowl in history. For the first time, viewers didn’t need a paid subscription to stream the game—just an internet connection.
Tubi’s live stream of FOX’s Super Bowl LIX broadcast reached a peak of 15.5 million concurrent viewers and delivered an average minute audience of 13.6 million. In total, over 24 million unique viewers tuned in throughout game day. This milestone underscores the growing influence of FAST (free ad-supported television) platforms, particularly among cord-cutters and cord-nevers who want high-quality, accessible entertainment without the cost of a subscription.
“Tubi is proud to have partnered with FOX Sports to deliver the most streamed Super Bowl ever, marking a major milestone for free ad-supported television,” said Anjali Sud, CEO of Tubi. “Tubi started as a scrappy underdog in streaming. This is a full circle moment as we achieve new levels of scale and cultural resonance with viewers.”
Beyond just offering the game in 4K with best-in-class low latency, Tubi also expanded its Super Bowl presence with an exclusive red carpet event hosted by Olivia Culpo and a shoppable experience that allowed viewers to purchase curated items directly from their screens. This integration of sports, entertainment, and commerce highlights how streaming platforms are evolving to offer more than just content—they’re creating immersive experiences.
If You’re Not Here for the Game, You’re Here for the Ads
For some, the Super Bowl is about touchdowns and epic plays. For others, it’s about the real competition—the commercials.
Super Bowl ads are their own kind of sport. Brands spend millions crafting the most entertaining, emotional, and downright weirdest 30-second spots to make sure they’re the ones being talked about the next morning. And it works. These aren’t just ads; they’re cultural moments.
The second they air, they’re everywhere—trending on Twitter, debated in group chats, and ranked by ad critics. Some brands win the night; others fumble hard. But one thing is clear: people are watching.
Why Your Brand Needs to Be on the Big Screen
With 83% of households watching, the Super Bowl is proof that TV still reigns supreme. While digital ads play an important role in modern marketing, no other medium delivers this level of mass reach, engagement, and cultural impact in a single night. And thanks to streaming, out-of-home viewing, and Nielsen’s expanded measurement, those numbers are only growing.
This year’s record-breaking audience included viewers across FOX, FOX Deportes, Telemundo, and Tubi, further solidifying TV’s dominance as the go-to platform for live events. The addition of free, accessible streaming options like Tubi is a game-changer, opening the Super Bowl to even wider audiences and ensuring that whether on a TV or a mobile device, millions can tune in without barriers.
The Takeaway? The Big Screen = Unmatched Impact
Whether it’s a jaw-dropping play, an unforgettable halftime show, or a commercial that has everyone talking at the water cooler (or Slack thread) the next morning, the Super Bowl proves that the big screen—across traditional TV and streaming—is the MVP of media. The reach of live events is expanding in ways we’ve never seen before, ensuring the Super Bowl remains the biggest night in entertainment.
So, if your brand isn’t thinking about how to show up on the big screen, it’s time to get in the game. Because when 127.7 million people are watching, the real winner isn’t just the team holding the Lombardi Trophy—it’s the brands that show up on the biggest stage in media.
Ready to make your brand Super Bowl-worthy? Let’s talk big-screen strategy.
