Network TV can't survive without the NFL
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It turns out the likes of Tom Brady and Dak Prescott still have the requisite star power to light up the Nielsen servers. After two years of ratings declines, the NFL this season silenced many of the Chicken Littles by improving its overall deliveries by 5 percent, while providing further evidence that it remains the best investment for deep-pocketed advertisers.
In a year marked by two GRP-hogging quadrennial events and a whole lot of Beltway intrigue, NFL games accounted for 34 of the top 50 most-watched broadcasts, and 61 of the top 100. The only thing that came anywhere near to matching the NFL’s hegemonic reach was the 2018 Winter Olympics; NBC’s coverage of the PyeongChang Games drew six of the year’s 50 largest TV audiences and 15 of the top 100.
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