Fox Is Using the Super Bowl to Secure Its First 18-49 Demo Season Win in 8 Years

Network deploying in-game promos to keep viewers tuned in beyond the game

a giant Super Bowl LIV sign
This is the ninth Super Bowl that Fox is airing, but the first as part of a slimmed-down and spun-off Fox Corp. following the Disney deal last year. Rolando Rodriguez/Fox

Key insights:

Fox knows Sunday’s broadcast of Super Bowl 54 will attract north of 100 million viewers. And if it can convince enough of them to stick with the network beyond the Big Game, it should cement its first season victory in the adults 18-49 demo in eight years.

@jasonlynch Jason Lynch is TV Editor at Adweek, overseeing trends, technology, personalities and programming across broadcast, cable and streaming video.