The extended running time for The Superbowl has some benefits for CBS. Not least that CBS' Sunday night primetime average of 108.5m set an all time record for US television. Unlike previous years where the "post Superbowl" show would start around 10.30pm, the delay meant that all of primetime was given over to the game. 164.1m Americans watched at least 6 minutes of The Super Bowl, another US TV record.
How big a difference does this make to CBS? Season to date before Sunday their 18-49 average was 2.8 (down 13% year on year) with a viewership average of 11.65m. After The Super Bowl they're up to a 3.2 average (up 5%) and 12.61m.