Super Bowl LIII telecast drew 98.2M viewers; lowest in 11 years

Feb. 5 (UPI) -- Ratings for Super Bowl LIII were the lowest in more than a decade as the offenses for the New England Patriots and Los Angeles Rams sputtered, according to Nielsen research.

On of the largest television events of the year drew 98.2 million people on CBS, the lowest since 97.5 million in 2008 and the fourth straight year of decline.

Nielsen said overall, the game drew a 44.9 rating. It was the lowest scoring game in Super Bowl history, with a combined three field goals and a touchdown in the Patriots 13-3 win over the Rams Sunday.

Nielsen said 67 percent of U.S. homes with televisions in use were tuned into the Super Bowl, down from 68 percent a year ago. Ratings peaked with the 2015 Super Bowl, between the Patriots and Seattle Seahawks, when 114.4 million people tuned in.

Despite the decline, ad prices still increased. A 30-second spot cost $5.25 million this year, up from $5.2 million for NBC's Super Bowl LII broadcast last year. CBS raked in $382 million in advertising revenue, the third-largest amount in the 53-year history of the Super Bowl.

The low viewership could leave big spenders like Anheuser-Busch, Coca-Cola, Amazon, Pepsi, T-Mobile and Hulu with regret.

There's "no correlation between viewership and pricing. It's more linked to the economy," Dan Granger, CEO of ad agency Oxford Road, said.

But Super Bowl advertisers do have provisions in their contracts so if ratings are down, they can get prime time slots on favorable terms to compensate, said Allen Adamson, co-founder of branding firm Metaforce.

"The Super Bowl is still valuable to so many outlets," Adamson said. "There's still a long list of people who want to advertise. That's because there are so few opportunities to talk to 100 million people at once."

New England Patriots win Super Bowl LIII

Patriots MVP Julian Edelman (L) and quarterback Tom Brady celebrate winning. Photo by John Angelillo/UPI

Patriots defensive end Deatrich Wise (91) holds the Vince Lombardi Trophy after the Patriots won. Photo by Kevin Dietsch/UPI

A Patriots player holds up the Vince Lombardi Trophy. Photo by Kevin Dietsch/UPI

Jonathan Kraft (L), President of the New England Patriots, hugs Brady. Photo by Kevin Dietsch/UPI

Edelman (L) and Brady hug to celebrate winning. Photo by John Angelillo/UPI

Patriots quarterback Tom Brady (12) and center David Andrews (60) celebrate a fourth quarter touchdown against the Rams. Photo by Jon SooHoo/UPI

Patriots cornerback Stephon Gilmore (24) intercepts a pass intended for Rams wide receiver Brandin Cooks (12) in the fourth quarter. Photo by Kevin Dietsch/UPI

Patriots tight end Rob Gronkowski (87) pulls in a 29-yard reception while covered by Rams linebacker Cory Littleton (58) in the fourth quarter. Photo by Kevin Dietsch/UPI

Patriots tight end Rob Gronkowski (C) is upended near the end zone by Rams defenders during the second half. Photo by Jon SooHoo/UPI

Patriots running back Sony Michel (26) charges into the end zone on a two-yard touchdown carry in the fourth quarter. Photo by Kevin Dietsch/UPI

Patriots center David Andrews (60) celebrates teammate Sony Michel's 2-yard touchdown run against the Rams during the fourth quarter. Photo by Kevin Dietsch/UPI

Patriots wide receiver Julian Edelman (11) hoists the Lombardi trophy. Photo by Kevin Dietsch/UPI

Patriots head coach Bill Belichick celebrates with his granddaughter. Photo by Kevin Dietsch/UPI

Patriots wide receiver Matthew Slater (18) celebrates. Photo by Kevin Dietsch/UPI

Patriots wide receiver Julian Edelman (11) celebrates by kissing the Lombardi Trophy. Photo by Will Newton/UPI

Patriots Head Coach Bill Belichick celebrates winning the game. Photo by John Angelillo/UPI

Belichick gets doused in Gatorade in celebration. Photo by John Angelillo/UPI

Rams quarterback Jared Goff leaves the field after losing. Photo by John Angelillo/UPI

Los Angeles Rams wide receiver Brandin Cooks (12) can't make the attempted reception near the goal line under pressure from New England Patriots defenders Stephon Gilmore (24) and Duron Harmon (21) during the second half of Super Bowl LIII at Mercedes-Benz Stadium in Atlanta on February 3, 2019. Photo by Rod Reilly/UPI

New England Patriots linebacker Dont'a Hightower (54) celebrates stopping Los Angeles Rams quarterback Jared Goff during the second half of Super Bowl LIII at Mercedes-Benz Stadium in Atlanta on February 3, 2019. Photo by Will Newton/UPI

Rams wide receiver Robert Woods (17) makes a catch over Patriots defensive back Jonathan Jones (31) during the second half. Photo by Will Newton/UPI

Patriots cornerback Jason McCourty (30) blocks the pass intended forRams wide receiver Robert Woods (17) during the first half. Photo by Will Newton/UPI

Patriots quarterback Tom Brady (12) is sacked by Rams defensive end John Franklin-Myers (94) for a fumble and a loss of nine yards during the first quarter. Photo by Jon SooHoo/UPI

Patriots kicker Stephen Gostkowski (3) misses a 46-yard field goal attempt against the Rams during the first quarter. Photo by Jon SooHoo/UPI

Patriots cornerback Jason McCourty (30) breaks up a pass intended for Rams wide receiver Josh Reynolds (83) during the first quarter. Photo by John Angelillo/UPI

Brady (12) throws a pass in the first quarter. Photo by Kevin Dietsch/UPI

Rams quarterback Jared Goff (16) hands off to running back C.J. Anderson (35) during the first quarter. Photo by John Angelillo/UPI

Brady (R) hands off to running back James White during the first quarter. Photo by John Angelillo/UPI

Patriots cornerback Jason McCourty (30) breaks up a pass intended for Rams wide receiver Josh Reynolds (83) during the first quarter. Photo by John Angelillo/UPI

Atlanta native Gladys Knight performs the national anthem. Photo by Jon SooHoo/UPI

Gronkowski (87) and offensive tackle Marcus Cannon (61) stand for the National Anthem. Photo by Kevin Dietsch/UPI

Halle Bailey (L) and Chloe Bailey of Chloe X Halle preform "America, The Beautiful." Photo by Tasos Katopodis/UPI

2018 NFL Man of the Year winner Chris Long (L) of the Philadelphia Eagles is recognized as last year's winner J. J. Watt claps behind him. Photo by Jon SooHoo/UPI

Long (L) chats with Watt after being recognized. Photo by Will Newton/UPI

Professional MMA fighter Conor McGregor poses for a photo on the field with his son Conor Jack McGregor Jr. before the start of the game. Photo by Kevin Dietsch/UPI

Rams linebacker Cory Littleton (58) intercepts a pass intended for Patriots wide receiver Chris Hogan (15). Photo by Will Newton/UPI

Brady (12) makes a quick pass before he is almost sacked by Rams defensive end Aaron Donald (99) in the first quarter. Photo by Kevin Dietsch/UPI

Patriots kicker Stephen Gostkowski (3) gets a high five from offensive tackle LaAdrian Waddle (68) after Gostkowski hit a 42-yard field goal in the second quarter. Photo by Kevin Dietsch/UPI

Brady (12) blows a kiss to the fans as he takes the field to play. Photo by Kevin Dietsch/UPI

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