Marketers weren’t enamored with the National Football League’s 2017 ratings—but are gearing up for the Big Game.
A recent report by Standard Media Index showed a 1.2 percent decline in advertising revenue—mainly due to its lower viewership.
Professional football is routinely the most-watched TV programming in the U.S., making the sport a top draw for marketers seeking to reach large audiences. But NFL ratings were down 9.7 percent this past season, averaging 14.9 million viewers per game. That was a sharper decline than the 8 percent drop the season before.
The NFL hasn’t seen advertising revenue decrease since 2014—and the dip only occurred in the later part of 2017.
The ad revenue decline ends several years of overall NFL ad revenue growth. 2016 saw a 3 percent jump in ad revenue to $2.45 billion, while 2015’s $2.38 billion in ad revenue was a 9.6 percent increase from 2014’s $2.17 billion figure.