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Edition: U.S. Article Save Email Print Reprints Most Popular Most Shared Study shows why it is so scary to lose money 08 Feb 2010 Age of mother affects child's autism risk: study 08 Feb 2010 WRAPUP 3-Toyota recalls Prius, other hybrids over brake woes 1:22am EST UPDATE 2-Boeing's new 747 takes flight near Seattle 08 Feb 2010 Study links sugary soft drinks to pancreas cancer 08 Feb 2010 Study links sugary soft drinks to pancreas cancer 08 Feb 2010 Study shows why it is so scary to lose money 08 Feb 2010 Study toasts beer as being good for your bones 08 Feb 2010 Age of mother affects child's autism risk: study 08 Feb 2010 Official: State Farm warned NHTSA on Toyota in '07 08 Feb 2010 Record Super Bowl telecast tops "M*A*S*H" record Jill Serjeant LOS ANGELES Mon Feb 8, 2010 6:01pm EST Related News NFL-Record 106.5 million Americans watch Super Bowl Mon, Feb 8 2010 Superbowl is not the greatest show on earth Wed, Feb 3 2010 LOS ANGELES (Reuters) - Sunday's Super Bowl TV audience set a viewing record for the annual National Football League Championship and eclipsed the 1983 benchmark set by the comedy "M*A*S*H" to become the most watched U.S. telecast, according to early ratings data on Monday. Entertainment | Television | Media A record 106.5 million American TV viewers watched the New Orleans Saints beat the Indianapolis Colts in Sunday's game, broadcast on CBS, Nielsen media and CBS said. The figures topped the record held since 1983 by the finale of "M*A*S*H," which drew 106 million viewers. The previous record for a Super Bowl was the 98.7 million Americans who tuned in to see the Pittsburgh Steelers beat the Arizona Cardinals in 2009. In an era of declining live viewership for TV shows, audiences for the Super Bowl have grown for each of the past four years, demonstrating why advertisers paid up to $3 million for a 30-second commercial spot during Sunday's more than three hour broadcast. CBS said the audience for Sunday's game reached a peak of 114.1 million TV viewers in its last half-hour. Overall for the game, 68 percent of the U.S. TV sets that were turned on on Sunday were watching the football game, it added. "The Super Bowl remains the premier television event of the year, and is one of the few programs in an era of fragmented TV viewership that can still attract a huge national audience," said Dave Thomas, Nielsen's president of media client services. "This year's Super Bowl had a compelling narrative, with the underdog New Orleans Saints coming from behind against powerhouse Indianapolis Colts. There was tremendous interest in both the game and the advertisements leading up to last night and the excitement of the game itself translated into record ratings," Thomas said in a statement. CBS news and sports president Sean McManus said he was proud of the way the network "produced, sold and promoted the most-watched television show in history." CBS, already the most-watched of the four big TV networks, sold out its Super Bowl advertising spots despite the economic downturn. Snickers, Doritos, Google and Bud Light were among the ads creating the most popular early buzz on Monday, according to media analysts. Sunday's Super Bowl was watched by more than double the 48 million Americans who tuned in last month to watch President Barack Obama's State of the Union address, and the average 26.8 million watching this year's "American Idol" on Fox television, which is currently the most-watched series on U.S. television. (Editing by Vicki Allen) Entertainment Television Media More from Reuters Toyota recalls Prius, other hybrids over brake woes TOKYO/DETROIT (Reuters) - Toyota Motor Corp said it is recalling nearly half a million of its flagship Prius and other hybrid cars for braking problems as it seeks to address criticism over the handling of its worst safety crisis. | Video Asian shares mixed; euro wins respite Nissan returns to Q3 profit, lifts forecast UBS back to profit in Q4, outflows accelerate Swatch full-year profit beats poll, upbeat on 2010 Jackson doctor pleads not guilty in singer's death » More Top News Analysis: Euro zone frenzy feels familiar The euro zone's debt mess has echoes of previous runs on European currencies. Will Greece, Portugal or Spain need a bailout? Full Article Comment: Should Europe print money? Global Markets Obama's final health push President Obama wants a bipartisan discussion on healthcare reform. The Republicans want to start over. Who's going to get their way? Full Article Factbox: GOP health reform proposals Democratic Rep. John Murtha dies at 77 Paterson says he's not resigning POLITICS © Copyright 2010 Thomson Reuters Editorial Editions: Africa Arabic Argentina Brazil Canada China France Germany India Italy Japan Latin America Mexico Russia Spain United Kingdom United States Reuters Contact Us Advertise With Us Help Journalism Handbook Archive Site Index Video Index Analyst Research Mobile Newsletters RSS Podcasts Widgets Your View Labs Thomson Reuters Copyright Disclaimer Privacy Professional Products Professional Products Support Financial Products About Thomson Reuters Careers Online Products Acquisitions Monthly Buyouts.com Buyouts Europe: Buyouts Conferences: Venture Capital Journal EVCJ International Financing Review International Securitisation Report Project Finance International PEhub.com PE Week Thomson Reuters is the world's largest international multimedia news agency, providing investing news, world news, business news, technology news, headline news, small business news, news alerts, personal finance, stock market, and mutual funds information available on Reuters.com, video, mobile, and interactive television platforms. 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