Then there’s the fact that most of the featured games have been real scramble-for-the-Valium affairs, thanks in part to a quarterback boom that seems to have turned a bunch of hard-luck AFC teams (Browns, Bills, Chargers, Raiders) into viable contenders. 2 market, Los Angeles, is home to the 3-0 Rams and 2-1 Chargers, and the fact that the Dallas Cowboys are atop the NFC East is hardly a worst-case scenario for the league. That said, it certainly doesn’t hurt matters that the nation’s No. Which is to say, while there are a number of factors working in the league’s favor, it’s impossible to assign a specific value to any of them. Setting aside the hoary old saw about how success tends to foster numerous paternity claims, it’s no easier to make an air-tight case for why the NFL ratings are up than it is to speculate why they fell in 2018.
Even though approximately 19.4 million fewer people are watching TV than was the case in September 2019, deliveries for the league’s regional and national windows (16.3 million viewers) are now up 3% compared to the analogous period two years ago and have improved 10% versus the first three weeks of the 2020 season. It is perhaps best to keep that massive TV exodus in mind when considering the entire NFL catalogue. Go back to the fall of 2019, and Sunday Night Football’s numbers are up 2%, this despite the fact that overall TV usage in the last 24 months has dropped nearly 20%. Through its first four NFL broadcasts of the season, NBC is averaging 20.5 million viewers-21.6 million if you toss in streaming deliveries-and an 11.2 household rating, which mark a 10% and 8% improvement compared to the year-ago 18.7 million/10.4. Powered by an early roster of tight games featuring some of the league’s biggest stars (Brady, Prescott, Mahomes, Rodgers), Sunday Night Football has given off a heat of capsaicinoid intensity. The demo deliveries opposite the Packers-49ers showdown averaged out to one-half of a single ratings point, which translates to about 655,000 adults 18-49. Whereas NBC’s Sunday Night Footballaveraged 19.7 million viewers (7.29 million of whom were in the adults 18-49 camp), the other three nets managed to draw just 3.15 million viewers in prime. In head-to-head competition Sunday night, the comps were even more one-sided.
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