Depending on who’s doing the counting, NBC’s Feb. 4 broadcast of Super Bowl LII was either the lowest-rated NFL title tilt in nearly a decade or the most-watched program in the history of TV. And while there’s a good deal of ambiguity surrounding the deliveries of TV’s last great reach vehicle, buyers are not at all equivocal in their belief that the era of soaring Super Bowl inventory rates has come to an end.

According to Nielsen live-plus-same-day data, NBC’s coverage of the Eagles-Patriots joyride averaged 103.4 million linear TV viewers, the smallest turnout for a Super Bowl since 2009. Toss in the 2.6 million fans who streamed the game on various NBC and NFL platforms, and Super Bowl LII delivered 106 million total viewersa more respectable number, even if it still adds up to a nine-year low.

On Thursday, however, NBC revealed that another 12.2 million viewers had taken in the game at a bar, restaurant or someone else’s home, bringing the overall TV audience to a record 115.6 million viewers, topping the high-water mark (114.4 million) the Peacock itself set three years ago with Super Bowl XLIX. Add the streaming figure, and now advertisers would appear to have reached an average audience of some 118.2 million viewers.