Are Super Bowl Ratings Becoming More Volatile?

For decades, ratings for the Super Bowl remained stable throughout the game. You had a massive audience, modest swings depending on game script, and a predictable dip as the game was closing. That has changed in recent years as the event has become truly cross-platform and the increasing presence of a second screen has provided an easy way for people to check out of an uninspiring game. Based on the minute-by-minute data of the past four Super Bowls, it is becoming clear that the game’s competitiveness has more impact on viewership than ever. The game script isn’t just affecting whether you watch, but also how you watch. This is causing marketers to rethink how they approach the Super Bowl as an advertising platform.