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TNS Media Research
Super Bowl XLII 2008 Ratings Results

Unique second-by-second clickstream data collected from over 300,000 HH’s in the Charter Communications Los Angeles digital cable system enables TNS Media Research to add the following insights into audience viewing behavior during Super Bowl XLII:

	On average, 30.3% of HH’s tuned in to the game itself. The pre-game show averaged a 23.7% rating while over 33.7% of homes viewed at least one second of the post-game award presentation. 5.7% of HH’s viewed the game on FOX-HD, representing close to 19% of the total audience. As expected, few viewers tuned away from the commercial breaks during the game with the spot-to-program retention index averaging 100 (CVI). The highest commercial retention score went to the Ford F Truck – F Series :30 which posted a 112 in the spot just prior to kick-off. Not surprisingly, the lowest commercial retention occurred during the post-game as viewing dropped from a rating of 31.4% to 21.6%. The last pod, airing prior to House, averaged a CVI retention score of 78. A second-by-second look at commercial avoidance reveals that less than 1% of commercial seconds were avoided by channel changing, though that increased to 2% for commercials occupying the first position in the pod. Interestingly, the FOX-HD audience was even less likely to tune away, with only 0.5% of those seconds being lost, perhaps reflecting that almost all of the Super Bowl advertising was presented in High Definition.

In isolation, the Super Bowl audience numbers are dazzling, but in comparison to other blockbuster events, they are truly unsurpassed. Look for TNS to continue providing the advertising community with comprehensive information on upcoming 2008 spectaculars.