Super Bowl LVIII brought in 100,000 more female viewers in a 93 per cent increase on 2023 in a potential nod towards the impact of Taylor Swift, whose relationship with Kansas City Chiefs tight end Travis Kelce made headlines throughout the season.
Saturday 17 February 2024 11:50, UK
Super Bowl LVIII averaged 514,000 viewers on Sunday as the Kansas City Chiefs beat the San Francisco 49ers in Las Vegas, making it the most watched Super Bowl on record for Sky Sports.
It marked a rise of 49 per cent on last year's average audience of 344,000 when the Chiefs edged out the Philadelphia Eagles, with Kansas City's recent victory over San Francisco bringing up their third Super Bowl title in five seasons.
The game also represents the most watched NFL game on Sky, surpassing the Buffalo Bills' matchup with the Cincinnati Bengals during last year's playoffs, which averaged 415,000 viewers.
The Super Bowl brought in 100,000 more female viewers this year, up 93 per cent, as a potential result of the Taylor Swift effect in light of her headline relationship with Chiefs tight end Travis Kelce. Research conducted ahead of the Super Bowl by streaming service NOW had also found that 54 per cent of British Taylor Swift fans planned on staying up to watch the game into the early hours of Monday.
Viewership meanwhile peaked at 761,000 to become the highest recorded peak on Sky in a 35 per cent increase on the previous high of 563,000 during the Bills' clash with the Bengals. There was also an 18,000 uplift in viewing on NOW from last year.
Sky Sports NFL's coverage offered fans round-the-clock access to the biggest storylines during the build up to Sunday's season finale, including regular content from world famous magician Steven Frayne - formerly Dynamo - as he stunned players and pundits on the streets of Las Vegas.
Neil Reynolds also sat down exclusively with 49ers quarterback Brock Purdy to discuss his remarkable rise as the final pick of the 2022 NFL Draft, while joining former NFL star JJ Watt to chat Burnley, defense and all things Super Bowl LVIII during a drive along the Vegas strip.
Sunday night saw the Sky Sports NFL X/Twitter account register 7.6m impressions in a year-on-year increase of 145 per cent.
There was 12.2m views of NFL content across all Sky Sports social platforms during Super Bowl week, while Sunday night's live blog amassed 378,000 page views in a rise up from 68,000 in 2023.
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