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ESPN's Broncos-Chiefs "MNF" Rating Flat With '16; Could Net Eventually Give Up NFL Rights?

ESPN last night earned a 7.2 overnight rating for the Chiefs' 29-19 win over the Broncos on "MNF," flat from a 7.2 for the comparable Vikings-Bears game in Week 8 last year. While flat from last year, last night's rating is down 18% from an 8.8 rating two years ago for the Panthers' OT win over the Colts in Week 8. Broncos-Chiefs peaked at an 8.5 rating between 9:30-9:45pm ET last night. The game drew a 45.3 local rating in K.C. (15.6 on ESPN, 29.7 on KMBC-ABC) and a 29.4 in Denver (12.7 on ESPN, 16.7 on KTVD-Ind.). Season to date, ESPN is averaging a 7.7 overnight for "MNF," up 3% from a 7.5 average through eight weeks last season (Josh Carpenter, Assistant Editor). 

THE GREAT RATINGS DEBATE
: ESPN's Mike Golic said TV ratings "are down in the NFL, they just are," and "you can't sugarcoat it." Golic: "We talked about spinning numbers any way you want, and networks and leagues will try that, but ratings are down." ESPN's Mike Greenberg noted the NFL has "drawn a lot of casual fans" who are "into it for the numbers, the fantasy." A lot of those people have "figured out ... you don't need to watch the games to get that." Fans can "watch this Red Zone channel," which has made "watching an entire game a lot less interesting." Greenberg also discussed possible oversaturation being a reason for the ratings decline, noting the NFL has "made a lot of short-term money decisions," including "Thursday Night Football." Greenberg: "People watch, the ratings are good, they make a ton of money from CBS and NBC to put these games on. But football is still show business. ... What's the oldest adage of show business? Always leave them wanting more" ("Mike & Mike," ESPN Radio, 10/31).

RUN MICKEY RUN? Author Jim Miller in a special to the HOLLYWOOD REPORTER wrote it is "not outlandish now to entertain a previously unthinkable prospect: Might ESPN elect to go without rights to NFL games after the expiration of its eight-year deal for Monday Night Football in 2021?!" NFL games have been the "backbone of ESPN’s existence" since '87, and the "biggest, most critical element of its financial dominance ever since." ESPN has been able to "pull off a dramatic judo move in recent agreements with its affiliates, one whose importance cannot be overstated: There is no longer specific contract language that requires the cable giant to have NFL games in order to earn its lofty (and industry-envied) subscriber fees, currently more than $7 per household." This means the net "would not face automatic decreases in that vital artery of its dual revenue stream." When ESPN agreed to pay $15.2B for its current "MNF" deal, some of its key execs "believed they were buying the schedule of the previous MNF package, i.e., more often than not, the best game or at least one of the top games of the week." However, "SNF" got that pedigree. Fox and CBS games have also "generally been more desirable than ESPN’s matchups." But ESPN pays a "disproportionally steeper rights fee for NFL games than CBS, Fox and NBC, because ESPN's deals give it access to NFL footage outside the games." If ESPN decided not to go after those rights, it would be "forced to come up with provocative and meaningful alternatives to replace 17 weeks of lost NFL games." But the good news is the net would have some "serious spending money it hasn't had in years" (HOLLYWOODREPORTER.com, 10/30).

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