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State of the Screens

NFL ad revenue is rising amid a ratings decline

By January 6, 2018No Comments

Average NFL viewership (% change):
1)
2016: 16.5M
2) 2017: 15.0M (↓ 9%)

Average NFL ad spot cost (% change):
1)
2016: $468K
2) 2017: $474K (↑ 1%)

The bottom line. It costs 11% more to reach 1 viewer in 2017 compared to 2016.

Sports rights on TV are growing rapidly even us consumers are cutting/shaving pay-TV.

The NFL is fairing better than TV in general.

% change in revenue YoY for January-November:
1) NFL: ↑ 2%
2) National TV: ↓ 3%

% change in NFL ad spend by vertical:
1) Insurance: ↑ 41%
2) Alcohol: ↑ 23%
3) Quick Service Restaurants: ↑ 11%
4) Consumer Electronics: ↑ 4%
5) Automotive: ↓ 4%
6) Financial Services: ↓ 6%
7) Telecommunications: ↓ 8%

Estimated sports league revenue from TV rights:
1) 2017: $19B
2) 2012: $23B (↑ 21%)

% change YoY in cable news ad spot cost:
1)
MSNBC: ↑ 23%
2) CNN: ↑ 7%
3) Fox News: ↑ 6%

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.