Nielsen delays Super Bowl LV viewership numbers, fueling speculation that they're disappointing

The Hollywood Reporter

For the first time, Nielsen didn't release any ratings data on the day after the Super Bowl because the ratings service said it was still processing data. "Super Bowl numbers are still being processed and verified," Nielsen said in a statement Monday evening. "We anticipate that final viewing figures, which will include out of home viewing, will be available to the media tomorrow. We will update the press and the industry accordingly when a final timeline is confirmed." As The Hollywood Reporter's Rick Porter notes, "that's extremely unusual: Nielsen's first set of ratings, the fast nationals, are usually released about 11 a.m. ET each day. Those numbers aren't very accurate for live telecasts, but networks can (and often do) order time zone-adjusted ratings that usually follow a couple hours later. Final numbers for Sunday shows, which include out of home viewership, are then updated early Tuesday. The first two steps didn't happen Monday, and it appears Nielsen will skip straight to the last one on Tuesday." Meanwhile, media executives -- who've spent years spinning ratings -- speculated that the Nielsen release is being delayed because the viewership looks bad. "You all know if it takes too long, they're scrambling to figure out how to make it look better," tweeted former NBC and Fox PR executive Vince Wladika Never good when it takes long. If it's a boffo number, you get it out immediately then add to that number as day goes on." Former Fox Sports PR exec Lou D’Ermilio added: “Takes time to get the spin just right!”

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