Financial Services Firm UBS Identifies Reasons For NFL Popularity Dip

Research group UBS said the NFL's popularity drop this season was not relegated to just TV, and it suggested that the TV business’ audience fragmentation is starting to affect the league. In a research note published Friday, analyst Doug Mitchelson wrote the presidential election had an effect on ratings. But Mitchelson also identified five other reasons: “the cumulative impact of ‘off-field’ controversies, diminished star power, fantasy sports being past its peak, lower sports app downloads and game sales and steadily declining TV reach.”

UBS previously cut its NFL ad estimates for this season, with Mitchelson noting, “With the NFL appearing no longer impervious to the fragmenting media landscape, the question becomes whether the league will adapt to remain relevant and become more engaging for fair weather fans who increasingly have other entertainment options – consider us skeptical.”