Last night’s epic SUPER BOWL XLIX on CTV and RDS set a new all-time SUPER BOWL Canadian audience record. Preliminary overnight data from Numeris (BBM Canada) confirms that an average audience of 9.2 million viewers on CTV and RDS (CTV: 8.2 million; RDS: 1 million) watched the New England Patriots’ nail-biting 28-24 victory over the Seattle Seahawks. This marks a 13% increase compared to the previous all-time SUPER BOWL record (8.18 million viewers for 2012’s SUPER BOWL XLVI) and a 16% increase compared to last year’s SUPER BOWL XLVIII (7.94 million viewers).
Overall, 19.3 million unique viewers – or more than one-in-two Canadians (55%) – watched some part of the 2014-15 NFL championship on CTV or RDS. Scoring the coveted post-SUPER BOWL timeslot, the Season 2 premiere of the CTV original series MASTERCHEF CANADA attracted a preliminary overnight audience of 1.35 million viewers – outperforming THE BLACKLIST (929,000 viewers on Global/NBC) by 46% among total viewers.
“Last night’s SUPER BOWL XLIX was a down-to-the-wire thriller that lived up to its billing as the biggest event on TV,” said Phil King, President – CTV, Sports, and Entertainment Programming. “Once again, millions of Canadians were entertained by a blockbuster game, a dazzling halftime show, and some fantastic creative representing Canadian and international brands.”
Bell Media’s CTV, TSN, and RDS are the official broadcasters of the NFL in Canada.
Ratings Highlights
- With shooting stars, a giant robot tiger, and those unforgettable dancing sharks, the roaring halftime performance by Katy Perry(alongside special guests Lenny Kravitz and Missy Elliott) captivated Canadians, as audience levels for SUPER BOWL XLIX on CTVand RDS peaked with an average minute audience of 12.2 million viewers during the highly-anticipated halftime show
- SUPER BOWL XLIX’s halftime show saw a double digit growth of 23%* over last year’s broadcast
- The game on CTV received more than 50% or higher shares among all key adult demos in all markets in English Canada
- Fans in the Vancouver market showed their support for the cross-border Seahawks, with SUPER BOWL XLIX receiving more than a 70% share (2+ and all key adult demos)
- RDS scored its highest SUPER BOWL audience ever, with SUPER BOWL XLIX attracting 1 million viewers on RDS across Canada
Top 5 SUPER BOWL audiences on Canadian television (CTV and RDS)
- SUPER BOWL XLIX in 2015 – Patriots 28-Seahawks 24 – 9.23 million
- SUPER BOWL XLVI in 2012 – Giants 21-Patriots 17 – 8.18 million
- SUPER BOWL XLVIII in 2014 – Seahawks 43-Broncos 8 – 7.94 million
- SUPER BOWL XLVII in 2013 – Ravens 34-49ers 31 – 7.38 million
- SUPER BOWL XLV in 2011 – Packers 31-Steelers 25 – 7.29 million
Sponsors and Advertising
Once again, the SUPER BOWL was the hottest television property for Canadian advertisers and a coveted platform for key sponsors, including Labatt Breweries of Canada, Ford of Canada, and Nissan Canada Inc. Additional Canadian brands showcased during SUPER BOWL XLIX included Canadian Armed Forces, CIBC, the Government of Canada, Home Hardware, Hubub, The Keg, Loblaws, Manulife Financial, PC Financial, Rocky Mountaineer, Scotiabank, Suncor, Tim Hortons, Wind Mobile, and more. Canadians also saw much-buzzed about U.S. creative on the CTV broadcast, including trailers for The Avengers, Jurassic World, and Tomorrowland, as well as ads for Clash of Clans, Coca-Cola, Doritos, and Game of War.
“A big thank you to all of the Canadian marketers who once again used CTV’s SUPER BOWL broadcast to reinforce their brands to a distinctly Canadian audience, such as Budweiser’s Home of Goals ad,” said Perry MacDonald, Senior Vice-President, CTV Sales. “Last night’s record audience proves once again there is no better opportunity for Canadian advertisers to strike a chord with Canadian viewers than the SUPER BOWL.”
Bell Media also delivered a multi-million dollar promotional campaign showcasing seven of its original Canadian productions, including SAVING HOPE, MOTIVE, BITTEN, 19-2, ORPHAN BLACK, AIRSHOW, and MASTERCHEF CANADA, which received the coveted post-SUPER BOWL timeslot for its second-season premiere.
MASTERCHEF CANADA
Ranking as the top non-sports program of the day with total viewers and in all key demos, the Season 2 premiere of MASTERCHEF CANADA saw triple-digit advantages over THE BLACKLIST in the key demos (+106% A25-54; +138% A18-34; and +134% A18-49). Featuring the first round of auditions, the MASTERCHEF CANADA premiere reached 5.4 million Canadians. For viewers who missed the first episode, it is currently streaming on demand on CTV GO and CTV.ca, and is set to encore Friday, Feb. 6 at 9 p.m. ET on M3,Saturday, Feb. 7 at 7 p.m. ET on CTV Two, and Sunday, Feb. 8 at 5 p.m. ET/PT on CTV. MASTERCHEF CANADA moves to its regularSunday at 7 p.m. ET/PT timeslot beginning Feb. 8 on CTV.
