SPORTS MEDIA WATCH – The Super Bowl delivered its smallest audience among adults 18-49 in at least ten years.
Super Bowl 51 between the Patriots and Falcons delivered a 37.1 rating and 47.6 million viewers in the adults 18-49 demographic, down 2% in ratings and in viewership from Broncos/Panthers last year (37.7, 47.9M) and down 5% from Patriots/Seahawks in 2015 (39.1, 49.7M).
It was the lowest rated Super Bowl in the demo since Steelers/Cardinals in 2009 (36.7) and the least-watched in at least a decade.
Since hitting 52.5 million in 2011, Super Bowl viewership among adults 18-49 has declined for six straight years. Ratings in the demo have declined for five straight after hitting a 40.5 in 2012.
This year, adults 18-49 made up just 42.77% of the audience for the primary TV broadcast (111.3M) — down from 42.78% last year and the smallest percentage in at least a decade. The demo accounted for more than 50% of the audience back in 2008, but its proportion has declined in each year since.
Over the past 6 years, nearly 5 million viewers have tuned out!
In adults 18-34, Sunday’s game had a 32.9 rating — down 1% from last year (33.3) and down 8% from 2015 (35.8). The corresponding viewership figure was not available.