UPDATE, 17:11: Well, it was fast, sort of.
Nielsen still has no Super Bowl LV rankings to report today, but they now have something to say about the unique delay – even if it is not much.
“Super Bowl numbers are still being processed and verified,” a spokesman for the blushing company said today. “We expect final viewing figures, which include OOH viewing, to be available to the media tomorrow. We will update the press and industry accordingly when a final timeline is confirmed. ”
Sounds like more of, we will tell you when we let you know, but we will not tell you why.
Ref calls “ugly.”
PREVIOUSLY, 16:21: A lot of history was made at the Super Bowl last night for Tom Brady, Tampa Bay Buccaneers and headliner The Weeknd in the break show, but Nielsen is making some history today.
The Weeknd’s Super Bowl Halftime Show Scores A Touchdown – Review; See full performance update
While America waits and awaits the verdict, it looks like at this late hour that there will be no rankings for the Big Game anytime soon for the first time ever.
Literally becoming the new definition of the phrase “You had a job,” the longtime data measurement company has nothing to report on the Buccaneers’ 31-9 victory over former reigning NFL champions Kansas City Chiefs at CBS yesterday. Quick affiliation assessments may be available early tomorrow morning, I hear. But as one well-positioned network source put it, “there are some who are guessing at this point, aren’t there?”
The problem seems to be incorrect calculations that have led Nielsen to “process” his data again. A spreadsheet with ranking information expired earlier Monday, but was quickly recalled. Throughout the day, networks were informed that the number would soon come, only to be informed that the release time had been pushed back again.
“It certainly looks like there will be nothing tonight,” another network executive told Deadline about the delay. Usually, unadjusted early numbers for overnight rankings are distributed to network clients around 8:00 PST. Around that time today, Nielsen announced that nothing came down the pipe until at least 11:30 PST.
On that and the general unique delay of the big draw on TV, Nielsen did not respond to requests from Deadline about the case. We update if we hear from them, or when the Super Bowl rankings come in – whatever comes first.
Although Nielsen has previously seen breaches in extracting data from such technical problems and extreme weather, the company has never had such a high profile as a fumbling as today.
The Super Bowl was watched on the TV show year after year for decades, watched by over 100 million viewers with a large feature in the advertiser-rich 18-49 demographic.
Like Oscar and Emmys, the rankings for the big game are some of the most important pieces of information for the networks, which rotate in the coverage of the Super Bowl, and set advertising prices. Data that may gain more importance this year after an NFL season full of coronavirus security protocols, changed schedules due to positive tests and a 10% reduction in rankings on average. It is also the increase in the availability of the championship game on streaming, which is slowly but surely pulling more and more fans away from the traditional networking experience, pandemic or not.
Which is another way of saying, the rankings for the Super Bowl are a very big deal.