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State of the Screens

A Look at the Data the NFL Is Using to Decide What Game to Broadcast in Your Area

By September 11, 2019No Comments

Criteria used for selecting NFL games to broadcast include:
1) Past TV ratings
2) Local affiliate insights
3) Geographic rules
4) A few tbsp of “instinct”

Flashback: Why People in Mississippi Have to Watch the Giants

Why this matters: CBS, NBC, Fox, and ESPN will pay the NFL $5.6B this year for the right to air these games which makes maximizing viewership important.

Change in the couch: AT&T will pay the NFL $1.5B for the exclusive rights to NFL Sunday Ticket this year.

Average audience by season (YoY growth):
2015 – 18.7M
2016 – 16.5M (↓ 12%)
3) 2017 – 15.0M (↓ 9%)
4) 2018 – 15.8M (↑ 6%)

Average audience in 2018 by network:
1) Sunday Afternoon (Fox) – 23.1M
Sunday Afternoon (CBS) – 22.2M
Sunday Night (NBC) – 19.2M
Monday Night (ESPN) – 11.4M

The total audience for NFL Kickoff Game (Packers vs. Bears) according to NBC Sports (% of total):
1) Television – 22M (97%)
2) Streaming – 627K (3%)
3) Total – 23M

Video: Watch CNBC’s full interview with NFL Commissioner Roger Goodell

More #1: NFL takes a long view on ‘Sunday Ticket’

More #2: Mission Accomplished: ESPN’s Jimmy Pitaro Healing Fractured NFL Relationship

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.

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