Due to the nature of live programming the ratings for CBS (Super Bowl, Post Game Show and Undercover Boss) are approximate and subject to significant revisions in the final numbers. These numbers are not time zone adjusted.
Between 6:30-9:45 Super Bowl XLIV averaged a 46.4/68 (household rating/share) in preliminary Nielsen numbers. If it holds up in the finals we will see new records. This is better than last year's 42.1/65 by 10 percent.
Unfortunately it's not possible to accurately predict the number of average viewers based on preliminary household rating, but given the general trend of the numbers, it looks like last year's viewing record of 98.7 million average viewers will be shattered, and 100 million for the New Orleans Saints vs. Indianapolis Colts certainly looks possible.
In the 9:30p-9:45pm portion of the game almost 51 percent of the households in the USA were tuned to the game, and of people who were watching television at that time, 71 percent were watching the Super Bowl.