Even with empty stadiums, NFL still a ratings monster

Regular-season ratings for NFL games declined this season following two straight years of increases. But in a year that saw challenges of coronavirus pandemic and a presidential election, 7% decrease isn't as bad as league and its broadcast partners feared before season began.

Games averd 15.6 million television and digital viewers, according to league and Nielsen. league averd 16.5 million regular-season viewers last season after posting 5% gains in both 2018 and ’19.

Overall, continued ratings strength of NFL — even with most games played in empty or mostly empty stadiums — underscores financial underpinnings of league's decision to play a full season amid a pandemic that has killed more than 360,000 Americans. networks pay a combined $5.86 billion per season for rights to broadcast NFL games, and y are rewarded with huge audiences and revenue from advertisers er to reach viewers who can't fast-forward through commercials.

“ NFL is a ratings generator and leader throughout entertainment. It is so big and audience is so committed, I think only thing networks worry about is score (of games) which determines how long people tune in,” said former CBS sports president Neal Pilson, who w runs his own sports television consulting company.

During last presidential election year in 2016, NFL ratings were down 8%. However, that year y were down 14% at midseason before rallying. In 2020, declines remained between 6% and 8% throughout season.

It was third straight election year in which ratings have gone down.

NFL had 20 of top 25 and 42 of top 50 top telecasts. Only two of top 100 telecasts from past year were t sports or news-related.

GOOD NEWS, BAD NEWS FOR NBC

NBC’s “Sunday Night Football” finished as prime time’s top show for 10th straight year, but 17.4 million aver was down 15% from last season. Sunday night games were also outdrawn by late-afteron kickoffs on Fox and CBS.

NBC games did account for seven of top 10 and 14 of 20 most-viewed prime-time shows between Sept. 10, 2020 and Jan. 3, 2021. only n-sports shows to make top 10 were first presidential debate on Sept. 29 and Oct. 25 episode of CBS' “60 Minutes.”

Kansas City Chiefs played in two most-viewed games. defending Super Bowl champions' opener against Houston on Sept. 10 averd 20.6 million and ir v. 22 game at Las Vegas averd 19.6 million.

OR PRIME-TIME NUMBERS

Fox's “Thursday Night Football” averd 14.1 million, which is a 6% decline. ESPN's “Monday Night Football” was off 3%, averaging 12.2 million.

Both packs ended season on high tes. Christmas game between Minnesota and New Orleans attracted 20.1 million viewers on Fox, making it most watched Christmas Day program since 2016.

“Monday Night Football” had weekly increases during its final six games. Two December games were simulcast on ABC.

SUNDAY PACKS

Fox ended up averaging 18.1 million for its Sunday games. That's down 6% but marks first time since 2009 afteron games have outdrawn “Sunday Night Football.”

23.2 million aver for “America's Game of Week” late-afteron game during doubleheader weeks makes it television's most-watched pack for 12th consecutive season.

Fox Sports senior vice president Michael Mulvihill was pleased with late-game numbers after games were moved around due to poor play in NFC East, whose teams typically draw strong viewership.

“It makes you look to next season with a lot of optimism,” he said. “Most of factors for decline are temporary. re won't be an election and hopefully we will be largely post-pandemic.”

CBS' overall Sunday aver was 16.5 million, a 4% decline, but ir late window averd 20.6 million.

LOOKING AHEAD

NFL is expected to negotiate extensions for all of its packs during offseason. ESPN is going into final year of its current deal while NBC, CBS and Fox are under contract through 2022.

$5.86 billion in annual rights fees collected by league is expected to increase. ESPN parent company Disney would like to get back into Super Bowl rotation, which is why “Monday Night Football” simulcast numbers on ABC were viewed with increased scrutiny. re is increasing speculation that Monday night games might be returning full-time to network television for first time since 2005.

“Both sides have made it clear y want to renew. Even if ratings are slightly off league still delivers ad revenue and viewing numbers that ors don't,” Pilson said.

Im credits: AP