StreamTime Sports Dan Rayburn on the Super Bowl's economics: What broadcasters and advertisers aren’t telling you
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Feb 6, 2026 
Dan Rayburn, streaming industry analyst known for Super Bowl streaming analysis, breaks down the real story behind Super Bowl viewership and measurement. He discusses why streaming vs TV comparisons are misleading. He explains opaque platform reporting, how metrics get inflated to sell ads, and which data points and transparency practices matter most to advertisers and broadcasters.
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Prioritize Engagement Over Raw Reach
- Focus on engagement metrics, not just reach, when evaluating ad value and campaign success.
- Ask advertisers and measurement vendors how they define engagement and what thresholds they use.
Metrics Have Been Loosened Over Time
- Platform MAU and viewership definitions have loosened over time to inflate apparent scale (e.g., opening an app once counted as an MAU).
- SEC filings used to clarify definitions but many companies now hide methodology.
Fox Shared Uncommon Technical Metrics
- Fox uniquely published technical streaming metrics for the Super Bowl, hoping others follow.
- NBC's Mayer said sharing data encourages future broadcasters to disclose more industry metrics.