Tremendous Bowl, Winter Olympics and information present a lift to TV viewing throughout a historically slower TV month – Nielsen



Tremendous Bowl, Winter Olympics and information present a lift to TV viewing throughout a historically slower TV month – Nielsen

The February TV viewers all the time falls behind January’s, the month with the best viewing months. This 12 months was no exception, regardless of the trifecta of the Tremendous Bowl, the Winter Olympics and the elevated demand for information of Russia’s invasion of Ukraine late within the month. The January 2022 month was 5 weeks lengthy, with heavy use week simply after Christmas. This elevated TV viewing energy led to a 5.7% lower in TV viewing in February 2022, beneath the typical of 5% over 5 years.

As streaming boomed, broadcast suffered a 8% drop in viewers. January 2022 was a excessive level. However February wasn’t with out its excessive factors, because the Tremendous Bowl gave broadcast a leg up over the streamers having fun with its highest weekly share of viewing (28.7%) since October 2021. The Russian invasion of Ukraine in February triggered each broadcast and cable information to spike. In week 4, cable viewing rose 54%, serving to cable information to achieve one-fourth (up from 16%-17%) of complete cable viewing. Broadcast information, then again, elevated 6.3% to fifteen% within the final week of the month. This elevates broadcast information to the second-largest style after drama. 

The Winter Olympics positively boosted sports activities viewing through the month. Nonetheless, we will see week-by-week protection of the occasions class on broadcast tv that highlights Tremendous Bowl LVI’s influence.

Peacock utilization soared throughout this sports-heavy month, which was additionally good for streaming. Peacock carried each the large and winter video games, so it helped increase streaming. Peacock consumption reached its peak throughout Tremendous Bowl Week, and it was robust all through the Olympics. Exterior of sports activities, nonetheless, streaming’s share of viewing was largely flat month-over-month.

February was huge for video gaming, because the “different” class gained nearly a full share level on account of elevated time customers spent video gaming through the President’s Day vacation, different winter breaks across the nation, amplified by the extremely anticipated launch of video games like Elden Ring, Horizon Forbidden West and Future 2.

Let me take you to the main points of our methodology.

The video offers you a glimpse into the workings of The Gauge by Brian Fuhrer.


The Gauge is a month-to-month evaluation of customers’ entry to content material on key TV supply channels, equivalent to Broadcast, Streaming and Cable. This chart consists of details about the highest streaming suppliers. This chart reveals particular person streaming distributors’ share of every class in addition to complete TV utilization.