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Super Bowl Ratings Still Being “Processed & Verified,” Nielsen Admits After Unprecedented Delay – Update – Deadline

UPDATE, 5:11 PM: Nicely, that was fast, type of.

Nielsen nonetheless don’t have any Super Bowl LV rankings to report at this time, however they do now have one thing to say concerning the unprecedented delay – although it ain’t a lot.

“Tremendous Bowl numbers are nonetheless being processed and verified,” a spokesperson for the blushing firm lastly mentioned at this time. “We anticipate that last viewing figures, which can embrace Out Of Dwelling (OOH) viewing, might be out there to the media tomorrow. We’ll replace the press and the business accordingly when a last timeline is confirmed.”

Which feels like extra of we’ll let you already know once we let you already know, however we’re not telling you why.

Ref calls “foul.”

PREVIOUSLY, 4:21 PM: There was plenty of historical past made on the Tremendous Bowl final evening for Tom Brady, the Tampa Bay Buccaneers and halftime present headliner The Weeknd, however Nielsen at this time are making some historical past of their very own.

As America waits and waits on the viewership verdict, it seems at this late hour that there might be no rankings for the Massive Recreation any time quickly for the primary time ever.

Actually changing into the brand new definition of the phrase “You had one job,” the long-time knowledge measurement firm has nothing to report on the Buccaneers 31-9 win over former reigning NFL champs the Kansas Metropolis Chiefs on CBS yesterday. Quick affiliate rankings could also be out there early within the AM tomorrow, I hear. Nevertheless, as a well-positioned community supply mentioned, “that’s anybody’s guess at this level, isn’t it?”

The issue appears to be incorrect metrics which have precipitated Nielsen to “re-process” their knowledge. A diffusion sheet of rankings info did exit earlier Monday, however was shortly recalled. All through the day, networks have been informed that numbers can be coming quickly, solely to be informed that the discharge time had been pushed again once more.

“It appears to be like fairly sure there might be nothing tonight now,” mentioned one other community exec to Deadline on the delay. Often unadjusted early numbers for in a single day rankings are distributed to community purchasers round eight AM PST. Round that point at this time, Nielsen made it recognized that nothing was coming down the pipe till a minimum of 11:30 AM PST.

On that and the general unprecedented delay on the massive draw on TV, Nielsen didn’t reply to requests from Deadline on the matter. We’ll replace if we hear from them, or when the Tremendous Bowl rankings are available in – no matter is first.

Although Nielsen has seen ruptures in getting its knowledge out from the likes of technical points and excessive climate previously, the corporate has by no means suffered as excessive profile a fumble as at this time.

Watched by over 100 million viewers with big pull within the advertiser wealthy 18-49 demographic, the Tremendous Bowl has been the most important present on TV 12 months after 12 months for many years.

Just like the Oscars and the Emmys, the rankings for the massive recreation are among the most vital items of information for the networks, who rotate of their protection of the Tremendous Bowl, and setting advert charges. Knowledge that takes on maybe extra significance this 12 months coming off a NFL season stuffed with coronavirus security protocols, altered schedules because of constructive checks and an 10% decline within the rankings on common. There’s additionally the rise of the provision of the championship recreation on streaming, which is slowly however certainly drawing an increasing number of followers away from the normal community viewing expertise, pandemic or not.

Which is one other means of claiming, the rankings for the Tremendous Bowl are a very large deal.

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