NEW YORK - March 7, 2025 - The NFL's Super Bowl LIX, broadcast on FOX, FOX Deportes and Telemundo and streamed on Tubi and NFL digital properties, continues to set new marks. According to Nielsen's new Big Data Panel Reach methodology, Super Bowl LIX reached a record 191.1 million unique viewers who watched the game for at least 1 minute*. As previously announced, Super Bowl LIX also averaged a record high 127.7 million viewers on February 9, using the Average Minute Audience Metric across the entirety of the game, using Nielsen's Panel only metric.
Following Nielsen's Out-of-Home expansion, announced earlier this month, and the increased adoption of Big Data Panel, the company's updated reach metric replaced the previously used Total Audience metric. Historical reach of the Super Bowl has been reported using Nielsen Total Audience Metric (TA). Nielsen retired TA in January 2025 in favor of Big Data Panel Reach, which more precisely measures Out-of-Home viewing. Super Bowl LIX's reach of 191.1 million viewers, surpassing the comparable reach of 182.2 million viewers by Super Bowl LVIII last year, makes this the highest reported reach in Super Bowl history.
Source: Nielsen Big Data Panel Reach with Out-of-Home (P2 ).
*This surpasses the initial reach number Nielsen announced on February 18, 2025 of 182.8 million viewers. For data date 2/9 (Super Bowl), programming lineup deliveries were delayed. As such, the initial number did not accurately reflect the full reach that was updated once all lineup and audio encodings were received.
About Nielsen Nielsen is a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviors across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their global audiences-now and into the future. Learn more at www.nielsen.com and connect with us on social media (X, LinkedIn, YouTube, Facebook and Instagram).
Press Contact: Jake Urbanski, Nielsen
Jake.Urbanski@Nielsen.com
More from Nielsen
16/10/2025
60% say infotainment systems are a critical purchasing or leasing consideration,...
14/10/2025
From bowser to basket, 9 in 10 Aussies are feeling the impact of rising prices
26% of households earn over $160k, but are still concerned about rising prices...
14/10/2025
New players take a bite out of big bank share as consumers increasingly value tr...
14/10/2025
56% of Aussies are looking for a coastal holiday, while 40% are planning a road ...
14/10/2025
51% of Aussies want a hybrid car and 36% want a full EV
Toyota leads the market
75% research online before a new car purchase
Sydney - October 14, 2025 - Aus...
14/10/2025
Unilever leads the market
Beverages, smartphones, and food dominate category sp...
14/10/2025
Top insurance advertisers
Biggest growth categories
Sector ad spend up 4.7...
10/10/2025
NEW YORK - October 9, 2025 - Nielsen, the global leader in audience measurement, data and analytics, today announced the release of The Marketing ROI Blueprint:...
07/10/2025
New metrics offer marketers a much clearer understanding of how
effectively and...
06/10/2025
Warsaw, Poland, 21 September 2025: Nielsen, a global leader in audience measurement, data and analytics, has published its latest August All Screens Video Lands...
01/10/2025
Weinberg recently led brand strategy for Amazon Prime Video, with prior marketing strategy experience at Starbucks, Nike, Mattel, and Disney
NEW YORK - Septemb...
01/10/2025
According to Gracenote, 80% of marketers still use performance-oriented targeting tactics despite citing brand awareness as top objective
NEW YORK - Oct. 1, 20...
26/09/2025
Nielsen's proprietary DMA insights will provide Podscribe users with the mo...
23/09/2025
College Football and NFL Preseason Drive Increases for ABC Affiliates ( 4%), ESP...
18/09/2025
August, the last month of the summer vacation, brought stability to the amount of time spent in front of the TV screen. The data shows that Polish viewers watch...
17/09/2025
During August, streaming's share of TV viewing in Mexico showed an increase of 0.4% compared to the previous month, accounting for 25% of TV viewing.
Discl...
16/09/2025
College Football Scores Top Telecast in August with 16M+ Viewers on FOX, Followe...
16/09/2025
Collaboration marks the first SSP integration of Gracenote IDs, enabling show-le...
11/09/2025
Warsaw, Poland, 20.08.25: Nielsen, the global leader in audience measurement, data and analytics, has released its latest July All Screens Video Landscape repor...
11/09/2025
Warner Bros. Discovery to add key Big Data and Advanced Audience capabilities fr...
09/09/2025
Streaming drives 55.8% of total TV time for Hispanic viewers,
outpacing 46% fo...
03/09/2025
New Gracenote Video MCP Server brings veracity and relevance to large language model-driven content discovery
NEW YORK - September 3, 2025 - Gracenote, the con...
02/09/2025
Big Data Panel Provides More Accurate Measurement
Data Than Ever Before
New...
27/08/2025
News and horror genres are biggest drivers of FAST expansion according to Gracen...
26/08/2025
YouTube Captures 13.4% of TV Viewing in Sixth Consecutive Month as the Top Media...
20/08/2025
Auckland, New Zealand - 19 August 2025: Nielsen, a global leader in audience measurement, data, and analytics, is pleased to announce a two-year extension for T...
20/08/2025
July, much like June, is a month marked by summer weather and vacations, which has reflected in a further decline in viewer activity in front of TV screens. The...
20/08/2025
During July, streaming's share of TV viewing in Mexico showed an increase of 0.9 percentage points compared to the previous month, accounting for 24.6% of T...
20/08/2025
Netflix, YouTube and The Roku Channel Each Hit Platform Highs
Netflix Owns 8 of...
20/08/2025
New collaboration brings granular audience insights from NMC so advertisers, agencies, and publishers can gain a better understanding of their audience
Now ava...
13/08/2025
Sydney - August 13, 2025 - Nielsen, a global leader in audience measurement, data, and analytics, today announced the upcoming launch of Connected TV (CTV) insi...
06/08/2025
Nielsen ONE planning unifies data, empowering both buy and sell sides to reach a...
06/08/2025
New advanced audience integration provides interoperability, helps brands reach their audiences.
NEW YORK - August 5, 2025 - Nielsen, a global leader in audien...
06/08/2025
Auckland - August 6, 2025 - Nielsen, a global leader in audience measurement and...
06/08/2025
NPR and Ocean Media Among Charter Subscribers
For the First Time Advertisers Ca...
01/08/2025
New open ecosystem in Nielsen ONE provides more holistic view
of an ad's o...
29/07/2025
Streaming Holds Steady in a Lighter Summer Viewership Season
NEW YORK - July 29...
23/07/2025
Netflix Posts Largest Monthly Increase Among Media Companies - Climbs to Largest...
22/07/2025
During June, streaming's share of TV viewing in Mexico showed a slight increase of 0.2 percentage points compared to the previous month, accounting for 23.7...
22/07/2025
Sydney - July 17, 2025 - Australia's leading financial brands have significantly increased their advertising investment, showing 16% year-on-year growth, ac...
21/07/2025
June, the first month of summer and the start of a vacation season, brought an expected decrease in viewer activity in front of TV screens. The latest data indi...
17/07/2025
NEW YORK - July 17, 2025 - Gracenote, the content data business unit of Nielsen, has announced the appointment of Ryan Moore to the new role of Chief Business O...
16/07/2025
Warsaw - Poland, June 24, 2025 - Nielsen, the global leader in audience measurement, data and analytics, has released its latest May All Screens Video Landscape...
16/07/2025
Bluey Tops Nielsen's Overall Streaming List with More Than 25 Billion Minutes Streamed from January through June 2025
Big June Vaults Squid Game into Top O...
15/07/2025
Netflix Viewing Up 13.5% vs. May, Represents 42% of Monthly Gain for Streaming
...
14/07/2025
UK launch set for September, following on from recent US and Germany releases
London - UK, July 14, 2025 - Nielsen, a global leader in audience measurement, da...
10/07/2025
NEW YORK - July 10, 2025 - Nielsen, the global leader in audience measurement, data and analytics, today announced that it appointed Richard Pacheco as head of ...
09/07/2025
Collaboration will result in improved data quality and understanding of genre-le...
25/06/2025
YouTube Extends Lead and Tops All Media Distributors for Fourth Consecutive Mont...
25/06/2025
Copenhagen, Denmark - June 25, 2025 - Nielsen, a global leader in audience measu...
NEW YORK - March 7, 2025 - The NFL's Super Bowl LIX, broadcast on FOX, FOX Deportes and Telemundo and streamed on Tubi and NFL digital properties, continues to set new marks. According to Nielsen's new Big Data Panel Reach methodology, Super Bowl LIX reached a record 191.1 million unique viewers who watched the game for at least 1 minute*. As previously announced, Super Bowl LIX also averaged a record high 127.7 million viewers on February 9, using the Average Minute Audience Metric across the entirety of the game, using Nielsen's Panel only metric. 
