NFL Excuses Run Out After Ratings Declines Continue

[Eleazar]

NFL's Litany of Excuses Runs Out After Ratings Fall for Second Year

By Lucas Shaw
Bloomberg.com
November 2, 2017, 11:30 AM CDT



TV networks are running out of excuses for the dwindling popularity of the National Football League.

They blamed the election for ratings declines last year, and hurricanes for a soft week one in September. Protests during the national anthem, and President Donald Trump’s criticism of the league, have faded from the headlines.

Advertisers are starting to believe a different explanation: the viewers aren’t coming back. Audiences are down an average 7 percent from a year ago through the first eight weeks of the season, excluding last Monday. That’s on top of a decrease of about 8 percent last season that spurred numerous changes in the broadcasts, from shorter commercials to better matchups earlier in the year.

“There’s just not as many people watching TV the way they used to watch TV,” said Jeremy Carey, managing director of Optimum Sports, a sports marketing agency. “It’s going to be an issue for advertisers when they can’t reach a large-scale audience the way they have.”

With CBS Corp., 21st Century Fox Inc. and Walt Disney Co. set to report earnings in the next few days, analysts are bound to raise questions. These companies have used the popularity of the games to extract additional fees from cable operators, promote other shows on their networks and sell lots of commercials. Pro football games drew about $3.5 billion in ad spending last year, including the postseason, according to SMI Media Inc.

Media companies have spent billions of dollars on the right to air football games, which had been immune to the erosion of viewership for other TV programming. Audiences for TV networks have diminished for years as the growing popularity of online alternatives Netflix and YouTube and the availability of most shows on-demand have reduced the appeal of dramas and comedies. Live TV, like sports, was supposed to be immune, but that theory looks highly questionable now.

Ratings for the NFL suggest the same societal trends are now affecting the league, even if the declines aren’t as dramatic. The drop in game viewership ranges from 5 percent for NBC’s “Sunday Night Football” to 11 percent for the CBS Sunday package. “Monday Night Football,” on Disney’s ESPN, has attracted more fans this year than a year ago, but the numbers are still down from 2015.

Viewership of the four main broadcast networks fell 8.7 percent last year, and 12 percent among adults 18 to 49, an important demographic for advertisers.

CBS’s 11 percent slump for NFL games is the steepest of the networks. Its parent company, which reports earnings after the close Thursday, is more vulnerable than rivals to the trend because the vast majority of its earnings come from the broadcast network. The declines at CBS reinforce a complaint that has gotten louder and louder in recent weeks: The league got greedy in adding the Thursday night game on broadcast.

Reserving top games for Thursday night robbed other time periods of good match-ups. After a nosedive in ratings at “Monday Night Football” last season, the league has scheduled better games for that time period, further damaging Sunday afternoon.

“Ratings declines on both general entertainment and NFL programming could be the single biggest point of focus for investors this quarter, and we’re not sure what media companies can say about the health and tone of the ad market to assuage fears,” Steven Cahall, an analyst with RBC Capital Markets, wrote in a note last month.

Viewership is dropping fast among people under 54 -- a key demographic for advertisers -- and even faster among those 18 to 34. Audiences for games on CBS, NBC and Fox have slid at least 10 percent among that younger cohort.

Advertisers aren’t abandoning the NFL, one of the only places they can still reach more than 10 million people at once. But they are growing concerned. John Schnatter, who appears in TV spots on behalf of his Papa John’s Pizza International Inc., laid into the league on a conference call this week, blaming the ratings for his company’s slow revenue growth and calling for the league to put an end to player protests.

Networks and other advertisers identify a wide range of reasons for the NFL’s struggles. The league has overexposed itself by making highlights available on Facebook, YouTube, Twitter and Snapchat. Identifiable stars like Peyton Manning and Aaron Rodgers have either retired or gotten hurt. The quality of play has deteriorated. Player protests and concussions have driven away some fans.

Some executives argue viewership of the league has still improved over the long term while dropping for every other show. Yet the amount of time people have spent watching football this season is at the lowest point since 2011, back when there were fewer televised games, according to Mike Mulvihill, Fox Sports’ head of research.

“The cumulative effect of everything happening in the world at large is having an impact on NFL viewership,” Mulvihill said. “ The league was defying the laws of gravity.”

[BigCatDaddy]

Originally Posted by chiefzilla1501

I have lots of friends who barely watch the nfl too after years of being a diehard and they don't give a shit about protests. The kids... Even worse. They'd rather play video games or play with their phones. I'm sure its been a factor but not nearly as big as its made out to be. What's the explanation for nascars atrocious ratings? Or the NBA.

At that point everyone knew the rest was bullshit.

[Bugeater]

Originally Posted by chiefzilla1501

I have lots of friends who barely watch the nfl too after years of being a diehard and they don't give a shit about protests. The kids... Even worse. They'd rather play video games or play with their phones. I'm sure its been a factor but not nearly as big as its made out to be. What's the explanation for nascars atrocious ratings? Or the NBA.

I think NASCAR's ratings are down for similar reasons...to me it's just not that interesting anymore. Something got lost when they went to the CoT, they ruined Bristol, boring cookie cutter tracks in place of classic ones like Darlington and North Wilkesboro, drivers aren't allowed to have personalities anymore, constant changes in the rules...I could go on and on.

[Hydrae]

Originally Posted by Stinky Nuts McGee

I think NASCAR's ratings are down for similar reasons...to me it's just not that interesting anymore. Something got lost when they went to the CoT, they ruined Bristol, boring cookie cutter tracks in place of classic ones like Darlington and North Wilkesboro, drivers aren't allowed to have personalities anymore, constant changes in the rules...I could go on and on.

Go back about 10-15 years ago and I watched NASCAR every Sunday when it was not NFL season and even some during the season. The whole playoffs crap is what really turned me off. I may watch parts of a few races a year now. No real interest any more.

[chiefzilla1501]

Originally Posted by Stinky Nuts McGee

I think NASCAR's ratings are down for similar reasons...to me it's just not that interesting anymore. Something got lost when they went to the CoT, they ruined Bristol, boring cookie cutter tracks in place of classic ones like Darlington and North Wilkesboro, drivers aren't allowed to have personalities anymore, constant changes in the rules...I could go on and on.

Yup. That's the way I feel about the NFL. And I could give two shits about the protests.

College football is still fun to watch. But in the NFL... I'm tired of injuries and penalties. I despise Thursday night football and London games with every inch of my body. I'm tired of watching the same QBs win every week and to get screwed over by refs who are getting worse enforcing rules that favor those same QBs. I hate that they turned the NFL draft into a great time of the year into a circus. Every single no good lousy decision seems to have Goodell's idiot fingerprints on them.

[TinyEvel]

Okay, so of the people you know who’ve stopped watching games because of the protests, is it because they are siding with the protestors (not watching until steps are made to create equality and reduce police brutality toward people of color) or is it because they don’t want to see people protesting, they hate that and it’s ruined the game for them.

[DaneMcCloud]

Originally Posted by Stewie

I think you need to readjust the definition of "biggest markets." Two that you mention aren't in the top 3 markets that have NFL teams.

1. New York
2. Los Angeles
3. Chicago
4. Philadelphia
5. Dallas-Fort Worth
6. San Francisco-Oakland-San Jose

[thegame214]

Originally Posted by BigCatDaddy

At that point everyone knew the rest was bullshit.

[Deberg_1990]

I think most of it is just generational and changing viewing habits. Cord-cutting which has already been mentioned.

Ive read that 40 years ago, the most popular sports in the US were Baseball, Boxing and Horse racing.


There is soooo much competition for the entertainment dollar nowadays. So many more options than 40, 30, 20 even 10 years ago.

Times change....

['Hamas' Jenkins]

Originally Posted by BigCatDaddy

The people saying the protest isnt having an effect are the same ones that said Kap wouldnt be viewed as toxic and have no trouble finding a job.

Know how I know you didn't read the article?

[rico]

Originally Posted by TinyEvel

Okay, so of the people you know who’ve stopped watching games because of the protests, is it because they are siding with the protestors (not watching until steps are made to create equality and reduce police brutality toward people of color) or is it because they don’t want to see people protesting, they hate that and it’s ruined the game for them.

The ones I know who have stopped watching, have done so because they don't want to see or hear about the protests.

My dad stopped watching and stopped maintaining or even checking his fantasy football teams because of the protests... So did my brother. One of my best friends stopped watching, not necessarily because he is offended by the protests, but because he is sick of hearing about them/seeing them when he watches. A couple guys I work with did this as well. A few acquaintances here and there. Really, I know of quite a few people from my area who stopped watching because of it.

It's been really annoying. These NFL players are going to feel the way they do about sociological/political issues and that is their right and no one should ever prevent them from formulating their opinions. However, it becomes annoying if they actually believe their protests during football games are going to accomplish anything in their favor. It becomes even more annoying when some (probably most) of these players don't even understand the reasons as to why they are protesting...they are doing it while simultaneously not understanding the complexities of the situation and/or are attempting to garner attention via being the distraction that they know it is causing. It annoys me when I want to have an NFL football conversation with someone who usually enjoys the NFL, but cuts me off mid-sentence to let me know that they aren't watching because they are disgruntled about the protests.

I'm not going to get into their right to protest and what-not...I understand that it's their right to do what they are doing...It's just annoying because I see what they are doing as being counter-productive. Yes, I understand that I am from a non-populated area, so there is probably a smaller, less diverse sample size in terms of who I have spoken to. But it's not like there aren't multiple regions across the nation that are similar to my own...it adds up. For these players who actually do feel passionate about the sociological issues they claim to be protesting and are trying to make a statement (not just try to garner attention), I just wish they would make their statement somewhere else or in some different way because purposely protesting during the games will accomplish nothing for their cause. If anything, it will make things worse. I enjoy the NFL and really dislike the apathy of the longtime fans that has resulted due to the protests.

[Fish]

Originally Posted by rico

The ones I know who have stopped watching, have done so because they don't want to see or hear about the protests.

My dad stopped watching and stopped maintaining or even checking his fantasy football teams because of the protests... So did my brother. One of my best friends stopped watching, not necessarily because he is offended by the protests, but because he is sick of hearing about them/seeing them when he watches. A couple guys I work with did this as well. A few acquaintances here and there. Really, I know of quite a few people from my area who stopped watching because of it.

It's been really annoying. These NFL players are going to feel the way they do about sociological/political issues and that is their right and no one should ever prevent them from formulating their opinions. However, it becomes annoying if they actually believe their protests during football games are going to accomplish anything in their favor. It becomes even more annoying when some (probably most) of these players don't even understand the reasons as to why they are protesting...they are doing it while simultaneously not understanding the complexities of the situation and/or are attempting to garner attention via being the distraction that they know it is causing. It annoys me when I want to have an NFL football conversation with someone who usually enjoys the NFL, but cuts me off mid-sentence to let me know that they aren't watching because they are disgruntled about the protests.

I'm not going to get into their right to protest and what-not...I understand that it's their right to do what they are doing...It's just annoying because I see what they are doing as being counter-productive. Yes, I understand that I am from a non-populated area, so there is probably a smaller, less diverse sample size in terms of who I have spoken to. But it's not like there aren't multiple regions across the nation that are similar to my own...it adds up. For these players who actually do feel passionate about the sociological issues they claim to be protesting and are trying to make a statement (not just try to garner attention), I just wish they would make their statement somewhere else or in some different way because purposely protesting during the games will accomplish nothing for their cause. If anything, it will make things worse. I enjoy the NFL and really dislike the apathy of the longtime fans that has resulted due to the protests.

Man, that's some bullshit.

[rico]

Originally Posted by Fish

Man, that's some bullshit.

Yeah... pisses me off. One of the leagues is one that I am commissioner of, so I am constantly on them about it because obviously when they stop maintaining their lineups, it makes things unfair for the other people who are still participating. It's been a headache.

[Dinny Bossa Nova]

Originally Posted by rico

Yeah... pisses me off. One of the leagues is one that I am commissioner of, so I am constantly on them about it because obviously when they stop maintaining their lineups, it makes things unfair for the other people who are still participating. It's been a headache.

Look on the bright side, little buddy.

You're not the only dipshit in the family.

Dinny

[rico]

Originally Posted by Dinny Bossa Nova

Look on the bright side, little buddy.

You're not the only dipshit in the family.

Dinny

Alright.....

[Bugeater]