Comparing Super Bowl and Six Nations

Claire Carmichael and Nick Smith

Using its Partnership Intelligence research tool, MEC has examined the different audiences for the Super Bowl and rugby's Six Nations

February and March host two key sporting events for the US and British public – the Super Bowl, which took place on 3rd February, and the Six Nations Rugby Championship, which runs from 2nd February to 16th March.

In the US, the Super Bowl is the most-watched sporting event each year. This year, the event drew 108.4 million viewers for US network CBS, the highest-ever audience for a television programme in US history.

The event is known globally as much for the half-time show and commercials, as the NFL game itself. Out of the 24 million conversations that took place online, 32% were about the half-time show and 8% about the advertisers. Twenty-six of the 52 national commercials CBS broadcast during the game included Twitter hashtags (an increase of 300% from 2012), helping to increase these numbers online (Networked Insights, 2013).