NFL ratings plummet as networks slash ad prices

A steep drop in football ratings has left networks renegotiating contracts with advertisers and reducing ad space prices, the Wall Street Journal reports.

Average NFL viewership has dropped approximately 8 percent from the 2019 season, but a week for week comparison shows a much worse situation. The NFL had 14.5 million viewers for Week 13 of the season, which is a 29 percent drop from the same week last season, according to Front Office Sports.

The WSJ reported on how networks are being forced to renegotiate with advertisers due to the drop off.

"TV networks are feeling the strains of disappointing NFL ratings, as they are forced to restructure deals with advertisers to make up for the smaller audience, and their opportunity to make money off remaining games during the lucrative holiday season narrows," the WSJ reports.

"NBC made the unusual move of lowering the price it charged advertisers that already had committed to run in a Baltimore Ravens vs. Pittsburgh Steelers game planned for Thanksgiving night after a Covid-19 outbreak on the Ravens forced the game’s postponement to the following Wednesday."

The COVID-19 pandemic is largely to blame for the major dip in viewership, according to Front Office Sports.

"The COVID-19 pandemic also continues to play havoc with the NFL’s TV schedule. There’s only so many times partner networks can broadcast games on odd days, at odd times, before it impacts viewership," the outlet explains.

"Fox Sports and NFL Network had to televise the Dallas Cowboy vs. Baltimore Ravens on a Tuesday night. The game was rescheduled three times due to coronavirus concerns."

They also lay the blame on the fact that the Dallas Cowboys, "the league’s most-reliable TV draw" are tanking in the NFC East with a 3-9 record currently.

Despite the drop in viewership, the NFL is fairing comparatively well amid the pandemic next to other sports leagues.

"Even though they’re down, the NFL’s [ratings] are the envy of the industry more than ever,” Dr. Jon Lewis of Sports Media Watch said.

"You’re talking about a year when the NBA Finals averaged fewer than 8 million viewers, the World Series averaged fewer than 10 million viewers — and a Wednesday afternoon NFL game gets 10.8 million? And I’m supposed to be thinking the NFL’s having a bad year?" he continued.