NFL Ratings are not back to historically top viewership levels, but networks are excited by the uptickGETTY IMAGES
Some TV networks are already "making plans to sell" NFL ads for next fall, which may be due to the "better-than-expected ratings for football broadcasts this season," according to Brian Steinberg of VARIETY. NBCU Exec VP/Ad Sales Dan Lovinger said, "We are seeing a much earlier level of push and interest in getting things done." Steinberg noted other networks that have football rights suggest that they are also "eager to sell." An ESPN spokesperson said that the net is "seeing 'increased demand' in categories such as fast food, technology, financial services, consumer packaged goods and insurance for both college football and 'Monday Night Football.'" A source said CBS execs believe NFL games will see "renewed interest" next season. This season’s ratings boost "doesn’t come close to putting the games back on par with top viewership levels, but it does give the networks something to use in coming negotiations." Ad buyers said that they "don’t feel any sense of urgency to get deals done ahead of the usual time frame." However, Lovinger said that they are "hearing from many of the usual kind of advertisers at this time" (VARIETY.com, 2/12).
