Super Bowl Ads on YouTube Reached 20% More Viewers Than Traditional TV





The Kansas City Chiefs weren’t the only winners at this year’s Super Bowl. Advertisers got a big boost in viewership by putting their commercials on YouTube Connected TV, or YouTube CTV, as well as linear TV.

According to media measurement company Comscore, YouTube reached 88% of adults aged 18 to 49 with a Super Bowl ad compared to 68% on linear TV. Comscore conducted the analysis between February 4 and February 19, one week pre- and post-game.

Comscore’s data is more evidence as to how streaming has drastically changed how — and where — we consume content. With the number of platforms available for viewers, advertisers today have a face the daunting task of getting their commercials in front of you. When you consider the consolidation of audience viewing habits, the stakes get higher.

While Comscore’s Campaign Ratings confirmed that advertising on YouTube CTV can “vastly increase a campaign’s reach when used in conjunction with linear TV,” the shift could spell trouble for the already struggling cable industry.

Live sports are one of the only reasons viewers still pay for cable TV. Sports are increasingly migrating to on-demand streaming services, live TV streamers like YouTube TV, and free ad-supported services.

In addition, Gen Z has a lot to do with why more viewers saw ads on YouTube than regular TV, according to Comscore. Earlier this year, the Precise Advertiser Report: Teens and Youth (PARTY) found that YouTube is the main way Gen Z consumes content. What’s more, they’re watching, remembering, and making purchases based off the ads they see on YouTube. According to Comscore, over 60% of adults aged 18-34 who saw an ad on YouTube never saw it on linear TV.

Linear TV isn’t defunct, however, according to Comscore.

“In an era of audience fragmentation, advertisers need a cross-platform approach to their campaigns, combining the reach of both linear and CTV to multiply their audience,” Comscore’s report said.

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