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SBD/January 9, 2015/Media

NFL Local Market Ratings Dip Slightly; Seahawks Up 94% In Seattle Compared To '11

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NFL teams averaged a 28.2 local rating in their respective home markets during the ’14 regular season, down slightly from ’13, but still above figures from ’12 and ’11. The Packers led all teams with a 45.2 local rating in Milwaukee (+5%), taking back the top spot from the Saints. A disappointing season on the field for the Saints led to an 18% year-over-year drop for local ratings in New Orleans. The Seahawks ranked No. 3 following their Super Bowl win with a 42.3 rating in the Seattle-Tacoma market, up 10% from ’13. The club also is seeing a 94% increase from just three years ago. 

RISING STARS: The Cardinals saw the biggest year-over-year increase in local ratings among all NFL teams. The team drew a 27.5 local rating in Phoenix for its games, up 28% from last season and up 43% from three seasons ago. Other NFL teams seeing strong gains from last year were the Browns (+19%), Bills (+18%), Jaguars (+13%) and Chargers (+10%). While the Broncos were down 5% from ’13, the team’s figure is still up 31% from the season before QB Peyton Manning arrived in Denver.

PENALTY FLAGS: The Saints' drop in local ratings was the sharpest among all teams in ’14. The Titans also continued to lose audience in the Nashville market, as ratings were down 17% compared to ’13 and down 25% compared to three seasons ago. Also seeing sharp drops were the Chiefs (-16%), Redskins (-15%), Bears (-13%) and Panthers (-10%). Both N.Y. clubs' ratings are also down. The Giants and Jets were both down 9% in ’14. The Giants also were down 23% from three seasons ago, while the Jets during that period were down 27%. The Raiders had the lowest local rating among all NFL clubs for at least the fourth straight season.

NFL TEAMS' LOCAL MARKET RATING DURING REGULAR SEASON
TEAM
'14
'13
'12
'11
1-YR % +/-
3-YR % +/-
Packers
45.2
42.9
46.6
48.2
5.4%
-6.2%
Saints
42.8
52.0
45.5
51.1
-17.7%
-16.2%
Seahawks
42.3
38.6
28.3
21.8
9.6%
94.0%
Broncos
41.5
43.5
37.2
31.8
-4.6%
30.5%
Steelers
38.2
38.2
44.1
45.6
0.1%
-16.2%
Bills
37.7
32.8
30.4
33.8
14.8%
11.5%
Chiefs
36.1
42.9
30.3
33.3
-15.8%
8.4%
Patriots
35.5
34.1
36.4
34.7
4.1%
2.3%
Colts
34.3
36.6
33.9
29.2
-6.4%
17.5%
Browns
34.3
29.0
29.0
27.7
18.5%
23.8%
Bengals
32.9
33.3
29.7
33.9
-1.3%
-2.9%
Ravens
32.3
33.9
35.1
37.3
-4.8%
-13.4%
Vikings
32.3
32.8
33.4
31.3
-1.6%
3.2%
Cowboys
31.6
28.9
29.4
32.8
9.4%
-3.7%
Eagles
30.2
28.3
25.2
27.0
6.8%
11.9%
Chargers
30.0
27.2
27.1
30.2
10.2%
-0.7%
Lions
27.6
28.8
25.2
27.5
-4.2%
0.4%
Bears
27.5
31.5
29.2
30.8
-12.6%
-10.7%
Cardinals
27.5
21.5
19.9
19.3
28.1%
42.5%
Texans
26.1
23.9
27.2
23.8
9.4%
9.7%
Panthers
23.6
26.3
22.8
23.8
-10.3%
-0.8%
Redskins
22.7
26.6
27.5
23.6
-14.7%
-3.8%
49ers
22.4
22.6
20.2
19.0
-0.9%
17.9%
Titans
20.7
25.0
23.5
27.7
-17.1%
-25.3%
Jaguars
20.7
18.3
20.0
21.2
13.3%
-2.4%
Falcons
19.5
19.5
25.2
22.4
-0.2%
-12.9%
Rams
17.9
18.0
21.0
18.9
-0.4%
-5.3%
Buccaneers
17.2
19.0
16.6
15.4
-9.6%
11.7%
Dolphins
16.9
17.1
16.3
17.7
-1.2%
-4.5%
Giants
13.9
15.3
17.6
18.0
-9.1%
-22.8%
Jets
11.2
12.3
13.2
15.3
-9.2%
-26.8%
Raiders
10.9
10.9
9.9
13.9
0.0%
-21.6%
NFL TEAM AVG.
28.2
28.5
27.4
27.8
-0.9%
1.6%
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