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NFL, CBS, Twitter Developing "TNF" Rating Metric To Combine Linear, Digital Viewership

The NFL, CBS and Twitter still are trying to develop a combined rating for this season’s “Thursday Night Football” telecasts, and it sounds like the metric will be similar to the Total Audience Delivery rating that NBC used during the Rio Games that combined primetime broadcast, cable and digital streams into one number. “There will be a number that will be released that will show the reach and the average minute viewed on Twitter,” said CBS Sports Chair Sean McManus. “We’re still working on what those metrics are going to be because they use a different formula than we do.” The holdup with developing a ratings system around the “TNF” games -- which will be simulcast on CBS, NFL Network and Twitter early in the season -- is due to the fact that TV counts its viewer ratings differently from digital outlets. “We use six minutes of viewing to be counted in the reach, and they use something significantly shorter than that -- sometimes as little as three seconds,” McManus said. “Our priority is to make sure that we come up with a measurement and a metric that is apples-to-apples with the digital properties and the broadcast networks.” Both CBS and NFL execs believe the Twitter streams -- which will carry the same national advertising as CBS -- ultimately will increase the package’s viewership. “At the end of the day, it is about how many people on average are showing up and watching. That’s what we are going to look at,” said NFL Exec VP/Media Brian Rolapp. “Ultimately, have we increased the reach and have we increased the average number of people that are watching the game at any given time?” (Kaplan & Ourand, Staff Writers).

GLASS HALF FULL: In L.A., Stephen Battaglio notes for McManus, airing half of the "TNF" package is "better than no package at all." He said, "Would we have liked the whole package? I guess we would have." CBS has the first five "TNF" night games, starting Sept. 15, while NBC takes over Nov. 17. CBS' "success with the package only helped drive up demand, enabling the NFL to split it up" and charge each partner $225M. CBS paid $300M for eight games in its last deal. But having the first five games "provides a helpful advertising platform to launch the new CBS prime-time schedule in the fall." By getting its games first, CBS also "avoids getting stuck with late season match-ups that have no baring on the playoff picture" (L.A. TIMES, 8/31). CBS' Phil Simms said that travel logistics made working both Thursday and Sunday telecasts the past two seasons "a challenge." Still, he "rejected the notion it affected the CBS team's on-air performance."  He said, "It doesn’t bother me. I think my energy’s freakin’ good. It’s like I said to somebody: ‘You ever watch me on (‘Inside the NFL’ on) Showtime? Do I look like I’m ever short of words or quick thoughts?'" McManus said he thought the full-season "TNF" schedule "did in some ways wear them down, but I don't think it really affected their performance" (NEWSDAY, 8/31).

WEEKEND UPDATE: NBC, CBS and Fox each aired two NFL preseason games last weekend (Thursday-Sunday), and NBC led the way with a total of $23.36M in total ad spend for its two games, according to data from iSpot.tv. A total of 40 brands aired 87 spots during the Falcons-Dolphins game on Thursday night and the Bengals-Jaguars game on Sunday night. CBS saw a total of $19.46M for its two games -- Browns-Buccaneers on Friday night and Titans-Raiders on Saturday night, with 57 brands airing 98 spots. Fox had two games on Sunday afternoon -- Chargers-Vikings and Cardinals-Texans -- garnering $19.08M for 42 brands airing 80 spots (David Broughton, Research Director).

MAIN ATTRACTION: In Dallas, Barry Horn noted the Cowboys' loss to the Seahawks last Thursday night earned a 15.5 local rating on KTVT-CBS, marking a preseason high for the team.  The pregame show dew a 5.4 rating, while the Rangers-Indians on the same night scored a 4.3 local rating on FS Southwest. The Cowboys are averaging a 12.7 rating in the market through three preseason games (DALLASNEWS.com, 8/27).

MOVING ON UP: ESPN has brought on NFL Network's Jeff Darlington in a reporting role that will include "SportsCenter" and multiple ESPN platforms. His new duties begin tomorrow (ESPN).

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