Despite Ratings Issues, NFL Ad Revenue Up in September

SMI sees 2% gain to $513M

While there is concern that ratings are down for NFL broadcasts, advertising revenue continues to be strong, according to the latest figures from Standard Media Index.

In-game ad revenue from NFL match-ups increased 2% to $513 million in September, according to SMI.

As TV’s highest rated franchise, the health of NFL ratings is crucial to the networks that pay big bucks for the rights to broadcast games.

SMI noted that one way networks are squeezing revenue out of their NFL broadcast is by stuffing more ads into them. The research company found a 2% increase in the commercial load in NFL games. If fans watched every game in the month, they saw 15 minutes more of commercials than in 2016.

The networks are also using NFL games to make up for audience shortfalls in other programming. Make-goods, also known as audience deficiency units, represented 20% of the spots in NFL games in September, up from 13% a year ago.