Jan 16, 2016; Foxborough, MA, USA; The Kansas City Chiefs line up against the New England Patriots during the second half in the AFC Divisional round playoff game at Gillette Stadium. Mandatory Credit: Stew Milne-USA TODAY Sports

It doesn’t matter if NFL ratings are dropping — advertisers can’t get enough

$4.2b was spent on advertising during NFL games last year despite the lowest ratings of the decade.

Quick Math (2016 vs. 2010):
1) Average viewership: ↓ 7%
2) Ad spend: ↑ 91%

If we assume that the same number of ad spots ran during NFL games in 2010 vs. 2016, then the cost to advertise to one household has increased 105% since 2010.

TV Ratings for NFL Kickoff:
1) 2016 — Panthers/Broncos: 25.2m
2) 2017 — Chiefs/Patriots: 21.8m (↓ 13%)

More on this topic. NFL TV Networks See Generally Higher CPMs

NFL advertising rates by CPM $ (2016 vs. 2015):
1) NBC: $41.29 (↓ 6%)
2) Fox: $39.94 (↑ 9%)
3) CBS: $35.58 (↑ 8%)

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