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Volume 25 No. 64
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NFL Game Telecast Ad Revenue Up 14% Despite Overall Decline In Ratings

Despite ratings being down for NFL game broadcasts through Week 6, advertisers "have been steadfast in their interest," according to Anthony Crupi of AD AGE. Through Week 6, in-game commercial inventory in the NFL broadcast windows has "generated an estimated $1.24 billion in revenue," up 14% from the equivalent period last year. Another positive for the networks is that a "ratings dip coupled with flat or increased demand leads to an increase in the price of buying time in any TV program" (ADAGE.com, 10/17).

PICK SIX: Viewership of NFL games through Week 6 remains down around 7% to date (across all Thursday, Sunday and Monday games). Only ESPN is seeing a gain to date, as the net's "MNF" package is averaging 11.16 million viewers, up 6%. CBS is seeing the sharpest drop to date, as its Sunday game average of 15.06 million viewers is down 14%. Fox' games on Sunday are averaging 17.94 million viewers, down 7%. That drop is only 2% if the hurricane-impacted Week 1 is removed. NBC's "SNF" continues to lead all of primetime TV, but its average of 19.08 million viewers is down 4% to date. A rearranged "TNF" schedule is a primary reason for the sharp drop for CBS and NFL Network. CBS has had one less game this season to date, with that telecast on NFL Network. The "TNF" package is averaging 12.01 million viewers to date, down 11% through Week 6 last season (Austin Karp, Assistant Managing Editor).

NFL GAME VIEWERSHIP THROUGH WEEK 6
NETWORK
'17 (000)
'16 (000)
1-YEAR +/-
'15 (000)
2-YEAR +/-
NBC
19,075
19,916
-4%
24,144
-21%
Fox
17,936
19,253
-7%
19,404
-8%
CBS
15,064
17,487
-14%
18,893
-20%
CBS/NFL Net
12,011
13,464
-11%
17,642
-32%
ESPN
11,159
10,559
6%
13,450
-17%
NOTES: NBC figures include NFL Kickoff and "SNF." The CBS/NFL Net figures are for "TNF" only.