Online Record Offers a Glimpse of the Future

Beyond the record 111.3 million people who watched the Super Bowl, beyond the several on-field records, the most interesting number associated with the game might be 2.1 million.

That's the number of people who watched the game online, they're technically referred to as "unique users."

It's a number up exponentially from typical numbers for a regular season NFL game -- or at least the 250,000 or so who usually watch "Sunday Night Football" games on NBC, which represents the only strong comparison. And it's an especially interesting viewership trend because the Super Bowl is generally considered an exercise in group viewing.

Still, the Super Bowl dominated online. While the game drew 2.1 million viewers, online tracking services reported that other web surfing diminished a bit as the game progressed. In addition, the 2.1 million dwarfed the 524,000 people who watched the BCS national championship game earlier this year through ESPN's online channel.

While leagues and networks have long worried that online options would hamper TV ratings and viewership, sports fans will find their team in the best place they can. And online coverage done well can compliment game coverage.

During the regular season, NBC touts is online extras, including Facebook and Twitter updates from sideline reporters, as well as the opportunity for viewers to be in control.

Those watching online like those kind of options, too. Especially the ones that put them in control. During the Super Bowl coverage online, there were 1.8 million camera switches made by users.