The longest Super Bowl game will also go down in history as the most-watched program in television history.
According to Nielsen and Adobe Analytics, the Kansas City Chiefs' 25-22 overtime victory against the San Francisco 49ers on Sunday averaged 123.4 million viewers across television and streaming platforms. That broke last year's mark of 115.1 million for Kansas City's last-play victory over the Philadelphia Eagles with a 7% increase.
The game was televised on CBS, Nickelodeon and Univision and streamed on Paramount+, as well as the NFL's digital platforms.
Nielsen also said a record 202.4 million watched at least some of the game across all networks, a 10% increase from last year's figure of 183.6 million.
The CBS broadcast averaged 120 million. The network's previous mark for its most-watched Super Bowl was 112.34 million for the 2016 game between the Denver Broncos and the Carolina Panthers.
Part of the increase can be attributed to a change in how viewers are counted. Nielsen began including out-of-home viewers in its ratings in 2020, but only from limited markets. That measurement expanded to all 50 states starting this year.
Sunday's game was just the second of the 58 Super Bowls to go to overtime. The previous one was in 2017, when the New England Patriots rallied from a 28-3 deficit to beat the Atlanta Falcons 34-28.
“I was managing my expectations, but I was a little hopeful that it would happen,” CBS Sports president Sean McManus said of Sunday's overtime session, which was set up when San Francisco kicker Jake Moody went down. He blocked an extra point in the fourth quarter. that kept it in a three-point game. “I can't imagine a better or more exciting Super Bowl than this one.”
Kansas City sent it to overtime with a Harrison Butker field goal. After the 49ers kicked a field goal on the opening possession of overtime, the Chiefs won when Patrick Mahomes threw a 3-yard touchdown pass to Mecole Hardman.
This Super Bowl had the added attraction of Taylor Swift's attendance. The pop superstar is dating Chiefs tight end Travis Kelce, a romance that has brought new fans to the NFL.
It was the second consecutive year that the Super Bowl averaged more than 100 million viewers after a period in which four of the five games before 2023 failed to reach that number due to cord cutting. That included $95.2 million for the 2021 Super Bowl between the Chiefs and the Tampa Bay Buccaneers, which was the lowest TV average for the big game since 2007.
Univision averaged more than 2.2 million viewers, the largest Super Bowl audience on record for a Spanish-language network. The Super Bowl has been televised in Spanish in the United States since 2014.
The NFL playoffs averaged 38.5 million viewers over the first three weekends, a 9% increase from last year. That followed a regular season that averaged 17.9 million, tied for the second-highest since averages were first tracked in 1995.
