NFL Playoffs Preview: Advertisers Are Going to Miss the Cowboys and the Packers
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Surrounded by a cast of would-be ratings detectives, the NFL this year functioned as the corpse in an English murder mysteryonly in this case the body at the center of the conversation remains in rude good health and the only Brit in the mix (or at least the only one that comes to mind) is Eagles running back Jay Ajayi. Despite enduring a 9 percent seasonal drop in viewership, pro football in 2017 continues to leave pretty much every other flavor of TV programming in the dustwhich goes a long way toward explaining why the NFL’s network partners still managed to eke out slight year-over-year increases in revenue from in-game ads.
Unfortunately for broadcasters and the advertisers who are lining up to buy time in the NFL playoffs, the erosion that characterized the last 17 weeks may only accelerate in the postseason.
For starters, three of the top five highest-rated NFL franchisesDallas, Green Bay and Seattlewill be watching the playoffs from home, thereby eliminating what would have been a rematch of last season’s most-watched playoff broadcast. (The heart-stopping Jan. 15 Divisional Round showdown between the Packers and Cowboys on Fox last year averaged a towering 48.5 million viewers and a 26.1 household rating, making it the year’s second-biggest draw, behind only the Super Bowl.)
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