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NFL: America's Choice January 2006 NFL: America’s Choice "The National Football League is America's most popular sports league, comprised of 32 franchises that compete each year to win the Super Bowl, the world's biggest annual sporting event. Founded in 1920, the NFL developed the model for the successful modern sports league, including extensive revenue sharing, competitive excellence, strong franchises across the board, and national distribution. The NFL is the industry leader on a wide range of fronts. "Business Week" magazine calls the NFL "one of America's best-run businesses." OVERVIEW I. Television II. Popularity/Surveys III. Attendance/Blackout Lifts IV. Sponsorship/Consumer Products V. Online/Fantasy Football/Video Games VI. Female Fans (And Children Too) VII. Super Bowl Popularity/Event Entertainment VIII. Youth Football IX. Quotable (What They Are Saying About the NFL) I. TELEVISION Televison Viewership • NFL games on broadcast TV (ABC, CBS and FOX) averaged 15.6 million viewers. NFL games on cable TV (ESPN) averaged 8.7 million viewers. • Super Bowl XXXIX is the fifth most-watched program ever (133.7 million total viewers). The 12 most-watched programs in TV history are all Super Bowls. • Super Bowl XXXIX was watched in record 222 countries • Eleven NFL games during the 2004 season had as many or more viewers than prime time’s five most-watched May 2005 season/series finales. STRONG VIEWERSHIP ON ALL NFL TELEVISION PARTNERS IN 2004 Network Average Viewers ABC 16.3 million CBS 15.1 million FOX 15.7 million ESPN 8.7 million Source: NFL, Nielsen Media Research NFL ALSO TOPPED LOCAL RATINGS NFL games were the top-ranked program locally 69.3 percent of the time – up from 68 percent in 2004. Out of 489 local rating weeks this season, the No. 1 spot for the week for all programs in those individual markets went to an NFL game 339 times. That means that nearly seven of 10 times the NFL game drew higher local ratings than Desperate Housewives, CSI or any other popular TV show. Pittsburgh Steelers games earned the highest local ratings in any NFL market this season and were followed by the Green Bay Packers, Kansas City Chiefs, Indianapolis Colts and Buffalo Bills. COMPARATIVE RATINGS NOTE…NFL vs. PRIME TIME BROADCAST TV NFL games on ABC, CBS and FOX averaged 15.6 million viewers – 61 percent higher than the average primetime viewership among the four major over-the-air networks (9.7 million average on ABC, CBS, FOX, NBC). COMPARATIVE RATINGS NOTE…NFL vs. OTHER SPORTS ON BROADCAST TV 2005 ABC Monday Night Football season averaged a 10.8 rating which compares to a 5.5 average for the 2005 NBA Playoffs & Finals on ABC. 2005 NFL on FOX season averaged a 10.1 rating which compares to a 7.9 average for the 2005 MLB Playoffs & World Series on FOX. By Widest Margin Ever…. NFL HAS EDGE ON BROADCAST PRIMETIME NFL on Broadcast NFL Broadcast Primetime % Advantage 1998 HH Rating 11.3 8.3 36% 1999 HH Rating 11.4 8.2 39% 2000 HH Rating 10.7 7.8 37% 2001 HH Rating 10.1 7.3 38% 2002 HH Rating 10.4 6.9 51% 2003 HH Rating 10.3 6.5 58% 2004 HH Rating 10.1 6.4 58% 2005 HH Rating 10.1 6.3 60% Source: NFL & Nielsen Media Research. NFL regular season on Broadcast television (ABC, CBS & FOX). Broadcast primetime on BIG 4 networks (ABC, CBS, NBC & FOX) all programs, NFL regular season dates used. NFL VS. ENTERTAINMENT PROPERTIES Super Bowl ratings dominate against all entertainment properties. • Average Rating for Each Event’s Most Recent Airing Program Rating Super Bowl XXXIX (Feb. 2005) 41.1 2005 Academy Awards 25.4 2006 Golden Globes 12.5 2005 Emmy Awards 12.4 2005 Grammy Awards 11.6 2005 Country Music Awards 11.1 Source: NFL & Nielsen Media Research, most recent event airing SUPER BOWL VS. OLYMPICS • Based On Each Event’s Most Recent Airing Average Viewers Program Rating Average Viewers Age 18-49 Super Bowl XXXIX (Feb. 6, 2005) 41.1 86.1 million 43.1 million Total 2004 Summer Olympics (in primetime) 15.0 24.6 million 11.2 million Super Bowl Advantage 174% 250% 286% Highest-Rated Individual Night 19.3 31.7 million 15.1 million Of 2004 Summer Olympics (August 19, 2004) Super Bowl Advantage 113% 172% 185% Source: NFL & Nielsen Media Research NFL 2005 TV RECAP NEARLY 200 MILLION AMERICANS WATCHED NFL GAMES NFL RATES 61 PERCENT HIGHER THAN OTHER PRIMETIME PROGRAMMING NFL GAMES ARE 4 OF TOP 10 NETWORK PROGRAMS; TOP 5 AMONG MEN 18-49; 9 OF TOP 10 CABLECASTS BRONCOS, COLTS & COWBOYS EACH IN THREE OF LEAGUE’S 10 MOST-WATCHED GAMES Football fans across America continued to tune their televisions to NFL games in large numbers in 2005. Nearly 200 million Americans (195.8 million according to Nielsen Media Research) – or approximately seven of every 10 people in the U.S. – watched NFL games in 2005. Consider these end-of-season facts: • NFL viewership on broadcast television finished ahead of network primetime viewership by its widest margin ever. NFL games on ABC, CBS and FOX averaged 15.6 million viewers – 61 percent higher than the average primetime viewership among the four major over-the-air networks (9.7 million average on ABC, CBS, FOX, NBC). • NFL games account for four of the top 10 programs on network television this season (see chart below). In addition, NFL games account for the five of the top seven shows among men 18-34 and six of the top seven (including the top five) programs among men 18-49 (see charts below). • ESPN NFL games accounted for 9 of the 10 most-watched basic cable programs in 2005 (see chart below). • NFL games were the top-ranked program locally 69.3 percent of the time – up from 68 percent in 2004. Out of 489 local rating weeks this season, the No. 1 spot for the week for all programs in those individual markets went to an NFL game 339 times. That means that nearly seven of 10 times the NFL game drew higher local ratings than Desperate Housewives, CSI or any other popular TV show. Following are the top network television programs nationally in average total viewers each week: Network Program Viewers 1. CSI 24.4 million 2. Desperate Housewives 22.3 million 3. FOX National Game 20.4 million 4. CBS National Game 19.2 million 5. Without A Trace 18.35 million 6. Survivor: Guatemala 18.30 million 7. Grey’s Anatomy 17.7 million 8. CSI: Miami 17.5 million 9. ABC Monday Night Football 16.3 million 10. FOX Single Game 15.7 million Following are this season’s top 15 programs on network television in key demographics (avg. rating): Men 18-34 Men 18-49 Program Rating Program Rating 1. FOX National Game 9.1 1. FOX National Game 10.5 2. CBS National Game 8.4 2. CBS National Game 9.9 3. ABC Monday Night Football 7.6 3. ABC Monday Night Football 8.7 4. The Simpsons 7.1 4. FOX Single Game 8.1 5. Family Guy 6.9 5. CBS Single Game 6.9 6. FOX Single Game 6.8 6. CSI 6.6 7. CBS Single Game 5.9 7. CBS Regional Game 6.5 7. American Dad 5.9 8. Desperate Housewives 6.4 9. CBS Regional Game 5.7 9. The Simpsons 6.1 10. The OT (Fox NFL Postgame) 5.6 10. The OT (Fox NFL Postgame) 6.0 11. War at Home 5.5 11. FOX Regional Game 5.9 12. Desperate Housewives 5.4 11. ABC NFL Monday Showcase 5.9 13. FOX Regional Game 5.2 13. Lost 5.5 14. ABC NFL Monday Showcase 4.9 14. Survivor: Guatemala 5.3 15. Grey’s Anatomy 4.8 15. Family Guy 5.2 15. CSI 4.8 Broadcast Notes: Regional -- First window of a doubleheader National -- Second window of a doubleheader Single -- Only window on network not airing doubleheader that week. Source: NFL, Nielsen Media Research, 9/8/05-1/1/06 Following are the 10 most-watched regular-season games in 2005: Date Program (Game) Viewers Nov. 24 CBS Thanksgiving (Broncos-Cowboys) 26.4 million Nov. 27 FOX Sunday National (mostly Giants-Seahawks) 24.2 million Jan. 1 FOX Sunday National (mostly Redskins-Eagles) 23.1 million Nov. 28 ABC Monday Night (Steelers-Colts) 22.6 million Nov. 7 ABC Monday Night (Colts-Patriots) 21.9 million Dec. 4 CBS Sunday National (mostly Broncos-Chiefs) 21.4 million Dec. 18 CBS Single Game (mostly Chargers-Colts) 21.3 million Sept. 11 FOX Sunday National (mostly Cowboys-Chargers) 21.3 million Dec. 11 CBS Sunday National (mostly Chiefs-Cowboys) 21.2 million Oct. 30 FOX Sunday National (mostly Eagles-Broncos) 21.0 million Source: NFL, Nielsen Media Research, 9/8/05-1/1/06 Following are the most watched programs on basic cable in 2005: Program, Date Viewers 1. ESPN NFL Football (Colts-Ravens), 9/11 11.25 million 2. ESPN NFL Football (Eagles-Redskins), 11/6 11.21 million 3. ESPN NFL Football (Falcons-Bears), 12/18 10.45 million 4. ESPN NFL Football (Chiefs-Raiders), 9/18 10.34 million 5. ESPN NFL Football (Browns-Steelers), 11/13 9.82 million 6. ESPN NFL Football (Giants-Chargers), 9/25 9.75 million 7. ESPN NFL Football (Bills-Patriots), 10/30 9.70 million 8. TNT NBA Playoff Game, 6/6 9.15 million 9. ESPN NFL Football (Lions-Packers), 12/11 8.90 million 10.
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