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State of the Screens

Yes, the NFL’s TV ratings are down, but so is the rest of network television

By February 20, 2018No Comments

Viewership declines for the NFL get most of the attention despite the fact that they fair better than the rest of linear television.

Change in ratings (2016 vs. 2017):
1) Primetime: ↓ 15%
2) NFL: ↓ 5%

The NFL has 2 of the top 3 primetime broadcast shows.

Why is this happening? Total time spent watching video continues to increase, but the number of choices (Netflix, Hulu, etc.) is increasing faster. This is the primary driver of lower ratings.

Not all bad news. This is Us has delivered a 19% increase in viewership which has allowed it to boost ad prices 45%!

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.