Ad Rates For NFL Broadcast TV Packages Rising Despite Ratings Drop, But "MNF" Down

While NFL ratings have "tumbled in recent weeks," the league's broadcast TV packages remain the "priciest property for advertisers," according to Brian Steinberg of VARIETY. The cost for a 30-second ad during "Thursday Night Football" on CBS this season has risen nearly 15% to $529,989, while the price on NBC’s "SNF" is up nearly 2% to $650,000. NBC also is getting $503,463 per 30-second spot during its first season with half of the "TNF" package. An NBC Sports spokesperson said that the net is "seeking $560,000 in negotiations" for ads during its NFL games. However, advertisers have had "cause for concern in early autumn." Football games "continue to attract some of TV’s biggest crowds, but, due to multiple factors, those audiences have been smaller this season." Media buying firm Amplifi VP & Dir of Programming Billie Gold said, "We wouldn’t say it is one direct reason that is causing the down-tick in ratings this season, but a cumulative effect of a number of circumstances." Gold added that poor matchups and "increasing attention on the presidential race" are two "potential" factors contributing to the NFL viewership decline. There also is "more football available on more TV networks, thanks to the NFL’s recent decision to split Thursday-night games among NBC and CBS." While the NFL is seeing increases for the broadcast TV packages, the average price for a 30-second ad on ESPN's "MNF" is "on the decline" (VARIETY.com, 10/17).