NFL Network execs have described their coverage of the NFL Combine as one of the network’s programming “tent poles” -- along with events like the NFL Draft and “TNF.” By devoting its full programming resources to the event last week, NFL Network posted a 23% increase in year-over-year viewership and a 35% increase in digital visits. “The Scouting Combine continues to grow for us every year as a media property and has really established itself as a major tent pole on the sports calendar,” said NFL Chief Content Officer Jordan Levin. On TV, the four days of coverage registered a 23% increase from last year, averaging 276,000 viewers. That marks NFL Network’s second-biggest Combine audience, trailing only ‘15. Saturday brought NFL Network’s biggest Combine audience, averaging 406,000 viewers. NFL Network saw similar increases on digital, where live streaming numbers were up 43% and minutes watched were up 28%. The NFL said VOD “video begins” increased by 76% and average time spent increased 43% (to 65.6 minutes per device). Levin credited an NFL strategy of combining television, digital and social teams as having a positive effect on the ratings. “It’s really a strategy that has paid off with consistent double-digit growth,” Levin said.
