Home  › Media › Video

Putting the Super Bowl's 2.1M Online Viewers in Context

  |  February 8, 2012   |  Comments

How did NBC's online audience stack up against other streamed events?

More than 2 million people tuned into the first-ever live stream of the Super Bowl, NBC Sports reported yesterday. The stream was available at NBCSports.com, NFL.com, and on mobile devices through Verizon on NFL Mobile.

Citing data from Omniture and mDialog, NBC claims the online audience it drew last Sunday is the largest ever measured for a sporting event. It's a big number to be sure, backed by significant engagement data suggesting users did more than dip in and out. The average stream lasted more than 39 minutes, and viewers changed the camera angle on their screens a total of 1.8 million times.

But it was relatively small when compared to other major streaming events in recent history. Others with more reported streams include the British Royal Wedding in 2011, Michael Jackson's memorial in 2009, and Barack Obama's inauguration in the same year.

The live Internet audience for the President's inauguration ceremony in January 2009 reached 7 million active simultaneous streams, according to Akamai, whose products support web performance - most of them live streams. Meanwhile Michael Jackson's memorial service six months later drew 2.2 live and on-demand streams.

But both were dwarfed by the Royal Wedding, which YouTube says was live streamed 72 million times around the world - to 188 countries. Of these, the U.K. and the U.S. were the no. 1 and no. 2 nations.

super-bowl-stream-stats-3

Sources: NBC Sports, Akamai, YouTube

One reason these three events saw higher streaming numbers is easy to pinpoint: Each was scheduled on a weekday. On Super Bowl Sunday, Americans were at home, or at friends houses, reducing broadband demand.

Additionally, the three non-Super Bowl events were streamed through multiple content owners, whereas NBC had exclusive rights to the big game. Other factors that play into streaming numbers - and distort comparisons - are global versus local access, time of day, and mobile access.

Tags:

ClickZ Live San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!

ABOUT THE AUTHOR

Zachary Rodgers

Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects. 

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

Jobs

    • Customer Service Representative
      Customer Service Representative (Common Sense Publishing) - Delray BeachDo you thrive on chaos? Love to multi-task? Enjoy a fast paced work environment...
    • Business Intelligence and Reporting Analyst
      Business Intelligence and Reporting Analyst (Stansberry and Associates) - BaltimoreStansberry and Associates is seeking a driven individual to fill...
    • Internet Marketing Campaign Manager
      Internet Marketing Campaign Manager (Straight North, LLC) - Fort MillWe are looking for a talented Internet Marketing Campaign Manager to join the...