MarketingCharts – Super Bowl 2023 Data [Updated]



More than 70,000 fans were in attendance to watch the Kansas City Chiefs top the Philadelphia Eagles to become the winners of Super Bowl LVII. Not only did more people watch the game in person this year, but more people also watched at home.

Some 113 million people reportedly tuned in to the game, marking a 1% rise from last year and the highest figure in 6 years. In fact, it was the third-most viewed TV program of all time, trailing only the 2015 Super Bowl (114.4 million) and the 2017 Super Bowl (113.7 million).

Peak viewing figures were recorded during Rihanna’s half-time show, at 118.7 million, making it the second-most watched after Katy Perry’s 2015 performance.

Here’s a look at some of the winners and losers of the commercials, mostly from research examining the digital impact of the commercials (as always, it’ll take some time to see what type of broader impact the commercials will have for advertising brands).


  • Top brand by W-O-M lift: E-Trade. E-Trade was one of the big winners of the Super Bowl, according to Engagement Labs, which measured lift in both offline and online conversations compared to the pre-game period. E-Trade enjoyed a more than +350% lift in both types of word-of-mouth, while Heineken generated a roughly 300% lift in both. Other brands fared better in generating online buzz than offline conversations: Pepsi Zero Sugar scored an impressive +3,000% lift in online social buzz, and while that far outpaced its offline W-O-M lift, the latter was still high at 300%. By contrast, Crown Royal generated a more than 3,000% lift in online buzz, but had a neutral change in offline conversations. Source: Engagement Labs.


Read the full MarketingCharts article, here.

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