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State of the Screens

The NFL’s Ratings Woes Finally Hit Networks’ Ad Business

By February 4, 2018No Comments

% growth for NFL advertising revenue by year:
2016: ↑ 3%
2017: ↓ 1%

The average cost per spot increased 1.2% to $505K from $499K.

Too much football?
1) Watch only on Sunday: 23%
2) Watch only on Thursday: 3%
3) Watch both Sunday and Thursday: 29%

Parents who don’t want their kids to play football:
1) 2014: 40%
2) 2017: 53%

18–49 males who follow NFL closely:
1) 2014: 75%
2) 2017: 51%

Good news for the NFL. Fox just agreed to pay $660M/year to broadcast 11 Thursday games.

Rights fee per game for Thursday Night Football:
2014–15 (CBS): $38M
2) 2016–17 (CBS/NBC): $45M
3) 2018–22 (Fox): $60M

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.