Super Bowl most watched event in '03
By Dex McLuskey
Bloomberg News
January's Super Bowl between the Tampa Bay Buccaneers and the Oakland Raiders was the most-watched sports event on television in 2003, according to a report by media company Initiative.
The National Football League showpiece attracted 92 million viewers in the 44 countries surveyed. It beat the European Champions League soccer final, with 79 million, into second place, said Kevin Alavy, who compiled the report for London-based Initiative.
The numbers were less than half last year's winner, the soccer World Cup final between Brazil and Germany, which had a global audience of 217 million. Initiative compiles the data for clients planning sports marketing campaigns.
"It makes quite a difference to the numbers when there's an event like the World Cup or the Olympics," Alavy said in an interview. "Some of these events, like the Super Bowl, are very costly to advertise in."
An advertisement during the Super Bowl can cost more than $2 million. About 96 percent of Super Bowl viewers were in the U.S., according to Initiative's figures.
The Champions League final may have attracted a bigger audience had the game not been contested between two Italian teams, Alavy said. AC Milan beat Juventus in the final.
In third place was the Brazilian Grand Prix, with 56 million armchair fans, followed by the 100 meters men's final at the World Athletics Championships, on 32 million. About 27 million watched Lance Armstrong gain a record-equaling fifth title on the last day of the Tour de France.
England's Rugby World Cup final victory over Australia was the sixth most-watched event, with a global audience of 23 million. Cricket's World Cup climax, between Australia and India, was next, with 20 million viewers, and was followed by the Wimbledon men's tennis final, with 15 million.
Game six of the National Basketball Association final between San Antonio and New Jersey was ninth, with 12 million viewers.