Super Bowl XLIV's ratings look like a record breaker.
Sunday's matchup between the New Orleans Saints and the Indianapolis Colts drew a 46.4 overnight Nielsen rating, a 10 percent increase over last year's record-setting game, which was watched by 98.7 million viewers.
If estimates hold, it will be the first sporting event to break 100 million viewers in the United States. (It likely will still place second to the M*A*S*H series finale, TV's most-watched event ever with 121.6 million viewers.)
The huge numbers are the highest in 23 years, according to CBS. The network reaped the benefits, launching their new reality series Undercover Boss (38.1 million viewers) to the largest post-Super Bowl audience since Grey's Anatomy in 2006, according to preliminary figures.