NFL ratings after three weeks this season have stabilized compared to the last two seasons, and that could be a positive sign for Fox Sports as it begins a five-year deal to air “Thursday Night Football” with tonight’s Vikings-Rams game. Overall, NFL game viewership is down just 1% through Week 3, with some windows seeing an increase. Fox is up 1% overall for its Sunday afternoon action. Fox Sports Exec VP/Research, League Operations & Strategy Mike Mulvihill said, “We know what the ratings story had been in ‘16 and ‘17, so I think we were looking for the entire league to stabilize and be up a little or down a little.” NBC, CBS and NFL Net combined to average 10.9 million viewers for “TNF” last season, down from 12.5 million in ‘16.
GREAT EXPECTATIONS: So what would constitute a successful foray into “TNF” for Fox? Mulvihill: “Whether we grow it by 1% or 5% or 10% -- if we get out of this season with Sunday at 4:25pm (ET) being the number one show and with Thursday night demonstrating any growth, I think we’re going to feel great about our season.” Mulvihill believes scheduling is key for “TNF” success, and Fox is pleased with its overall slate. Along with Vikings-Rams, Fox’ “TNF” schedule from Weeks 4-15 (excluding Thanksgiving) includes big ratings draws like the Patriots, Eagles, Giants, Packers and Cowboys. Mulvihill: “My expectation is that we’re going to get off to a pretty strong start, (but might see) a little bit softer numbers in Week 7 and 8. Then we’ll strengthen as we get to the end of our run.” With teams only having to one Thursday game per season, Mulvihill said Fox had to be “strategic and judicious” when asking the league to “use the teams that are big ratings drivers.” Mulvihill: “We went into this with eyes wide open and knew this was how the Thursday night schedule works. … We’ve made great use of the most powerful teams.”
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FOX "TNF" SLATE FOR '18 SEASON*
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WEEK
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DATE
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MATCHUP
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4
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9/27
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Vikings-Rams
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5
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10/4
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Colts-Patriots
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6
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10/11
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Eagles-Giants
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7
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10/18
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Broncos-Cardinals
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8
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10/25
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Dolphins-Texans
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9
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11/1
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Raiders-49ers
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10
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11/8
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Panthers-Steelers
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11
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11/15
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Packers-Seahawks
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13
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11/29
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Saints-Cowboys
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14
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12/6
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Jaguars-Titans
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15
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12/13
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Chargers-Chiefs
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NOTE: * = All games on Fox are simulcast on NFL Net and streamed on Amazon Prime.
SETTLING IN: As for why viewership has stabilized through Week 3, Mulvihill pointed to a couple factors. One is that NFL fans are increasingly adjusting to the 24/7 news cycle. He also noted the issue of player protests has “basically been absorbed,” and “hopefully there’s no more incremental movement tied to that issue.” Mulvihill said another ratings driver has been improved on-field play, especially at the QB position, which includes highly touted rookies on the Jets (Sam Darnold), Cardinals (Josh Rosen) and Browns (Baker Mayfield).
