The Super Bowl is TV’s most-watched annual event, but would any network executive bet on counting more people to watch in an age when viewers are moving to streaming video and mobile devices?

CBS will. Variety reports the network believes it could see a 10 percent to 12 percent lift in total viewers – “if not more” – for its 2021 broadcast of Super Bowl LIII, says Radha Subramanyam, chief research and analytics officer for CBS Corp.