LOS ANGELES — The National Football League is defying gravity in the changing television universe.
Three weeks into the 2021 season, overall viewing of the NFL is up 9% over the comparable period last year according to data from Nielsen and the league’s partners, with an average of 16.9 million viewers on TV and digital platforms. It’s the best start for the league since 2016, which analysts attribute in part to the easing of the pandemic and other factors.
CBS’ Sunday games are averaging 17.1 million viewers, up 16% over last year. NBC’s “Sunday Night Football” is up 12% to 21.8 million viewers in the U.S. ESPN’s “Monday Night Football” is pulling in 14.7 million viewers, a 17% gain. Only Fox has seen a decline — down 13% to 16.2 million viewers — largely due to a blowout loss for the Green Bay Packers in its first national telecast.
The ratings rise is occurring as the overall usage of TV declined by 9% over the same period. Nearly all other dependable television franchises have seen their audiences erode in the face of viewer migration to streaming video platforms.
The top prime-time entertainment program last week was CBS’ “NCIS,” which scored 8.4 million viewers — about half of what the drama scored during premiere week five years ago.
Every major TV awards show hit an all-time ratings low over the last year, a streak that ended when the 73rd Emmy Awards show saw its viewership rebound on Sept. 20. But even that event got a boost from an NFL game lead-in on CBS.
The NFL’s start is its strongest since 2016, the year the league faced criticism from then-presidential candidate Donald Trump over players kneeling during the national anthem to protest police violence against the Black community. Cable news ratings also surged once Trump became president and his administration became a must-watch saga for viewers.
Brian Rolapp, chief media and business officer for the NFL, said the league never saw any evidence that political divisiveness in the country cut into its TV audience. But he acknowledged the league is benefiting from the shift away from cable news, where viewing reached record levels last year.
“We never really saw a ton of evidence that our viewership was materially impacted when we were more in the political news,” Rolapp said. “I think it’s a return to lighter things to watch. There has been a lot of heavy news and topics for people to consume on television in the past couple of years. They are migrating to things that are much more unifying and football is one of those things.”
According to the NFL’s analysis of Nielsen data, total viewing of cable news in the hours when football is on is down around 30% from a year ago.
TV news siphoning NFL viewers is not a Trump-era phenomenon, Rolapp said, noting that NFL ratings declined in every presidential election year since 1996.
The easing of the pandemic is also bringing viewers back after last season, when the league saw its regular-season TV ratings drop 7%. Teams were playing in the bleak atmosphere of empty stadiums for most of the year and COVID-19 protocols led to unexpected shifts in the schedule.
“I think it’s hard to overstate the importance of the return of fans and the raucous environment that contributes so much to the experience,” said Mike Mulvihill, executive vice president and head of strategy and analytics for Fox Sports.
The NFL is also not facing the unusual competition it saw in 2020 from the shakeup in the sports calendar, as the pandemic pushed the NBA playoffs, the Stanley Cup playoffs and the Masters and PGA Championship golf tournaments into the fall.
While Fox saw a lopsided game in its first week, the league’s other networks have benefitted from five nationally televised contests that were decided on the last play.
“That’s something you can’t really plan for, but there’s no doubt it’s been a significant contributor,” Mulvihill said.
Mulvihill is optimistic about the potential ratings performance for the Fox schedule, with its two most popular National Football Conference teams, the Packers and the Dallas Cowboys, appearing on the network 20 times over the rest of the season.
“All our biggest games are still ahead of us,” Mulvihill said.
The league’s research saw pent-up demand among fans for football’s return before the season began. The NFL Network posted record ratings for this year’s preseason games, after seeing exhibition contests canceled last year due to the pandemic.
Going forward, the league will also see the impact of legalized sports betting, which is now legal in 25 states and Washington, D.C., up from 18 a year ago.
The typically cautious NFL has embraced the trend. Earlier this year, Caesars Entertainment, DraftKings and FanDuel became “official sports betting partners” of the league, a designation allowing the companies to use the NFL’s logo in any marketing or advertising it does around league events or during telecasts of its games.
The league still limits the amount of sports betting advertising on its telecasts and polices the copy contained in commercials.
Rolapp expects wagering viewers to stay tuned into games longer and increase the number of games they watch, especially later in the season for contests that don’t have playoff implications.
“I think over time it may not draw in new fans but it may increase the engagement of the fans we already have,” Rolapp said.
The league is also encouraged by the enhancements to the NFL broadcasts. ESPN has generated significant buzz for its “Monday Night Football” franchise with a simulcast on ESPN 2 featuring commentary by brothers Eli and Peyton Manning, where the retired quarterbacks combine their granular knowledge of the on-field action with playful fraternal hazing.
The audience for the Mannings grew from 800,000 in the first week to 1.9 million this past Monday for the Dallas Cowboys’ 41-21 win over the Philadelphia Eagles, boosting the total viewership for “Monday Night Football.”
Rolapp points to the “Manning cast” as part of the league’s effort to reach younger fans who want an alternative to a straight-ahead approach in the broadcast booth. The league is increasing the number of kid-oriented game presentations on ViacomCBS’ Nickelodeon, which won raves earlier this year for its coverage of a wild card playoff game.
“You’re going to see us doing more of those sorts of things,” Rolapp said.
The NFL’s ratings resilience in the face of a far more competitive environment for viewers’ attention helps explain the nearly 100% increase the league received in its new 11-year media rights deal which takes effect in 2022 and 2023, lifting its annual take to $9 billion a year.
Greg Cote: As teams pray for right QB, Packers’ disrespect of MVP Aaron Rodgers is galling
Michael Ainsworth
It appears the Texans are already preparing for life after Deshaun Watson, considering their first pick of the 2021 draft was Stanford quarterback Davis Mills in the third round. Mills won't keep them from drafting a quarterback here if Watson gets traded. Two of Oklahoma coach Lincoln Riley's last three quarterbacks went No. 1 overall. Rattler is a Heisman favorite headed into next season. Top needs: QB, Edge, OL
Michael Ainsworth
It appears the Texans are already preparing for life after Deshaun Watson, considering their first pick of the 2021 draft was Stanford quarterback Davis Mills in the third round. Mills won't keep them from drafting a quarterback here if Watson gets traded. Two of Oklahoma coach Lincoln Riley's last three quarterbacks went No. 1 overall. Rattler is a Heisman favorite headed into next season. Top needs: QB, Edge, OL
Greg Cote: As teams pray for right QB, Packers’ disrespect of MVP Aaron Rodgers is galling
Chris Pietsch
The only player from Oregon to go first overall in the NFL Draft was George Shaw in 1955. Thibodeaux could threaten that streak. He has combined for 3.5 sacks, 4.5 tackles for loss, 10 tackles and 18 quarterback pressures in two career Pac-12 Championship Games. Top needs: Edge, LB, OT
Chris Pietsch
The only player from Oregon to go first overall in the NFL Draft was George Shaw in 1955. Thibodeaux could threaten that streak. He has combined for 3.5 sacks, 4.5 tackles for loss, 10 tackles and 18 quarterback pressures in two career Pac-12 Championship Games. Top needs: Edge, LB, OT
Greg Cote: As teams pray for right QB, Packers’ disrespect of MVP Aaron Rodgers is galling
Jay LaPrete
Harrison is still developing pass rush instincts, but a third year coached up by defensive line savant Larry Johnson should do the trick. He could test off the charts when we return to the combine in Indy. Top needs: WR, Edge, LB
Jay LaPrete
Harrison is still developing pass rush instincts, but a third year coached up by defensive line savant Larry Johnson should do the trick. He could test off the charts when we return to the combine in Indy. Top needs: WR, Edge, LB
Greg Cote: As teams pray for right QB, Packers’ disrespect of MVP Aaron Rodgers is galling
Carlos Osorio
I expect Hamilton to be one of the best all-around defenders in the nation next season. He features a rare combination of size (6-foot-4, 210 pounds), athleticism and football IQ for a defensive back. Top needs: CB, TE, S
Carlos Osorio
I expect Hamilton to be one of the best all-around defenders in the nation next season. He features a rare combination of size (6-foot-4, 210 pounds), athleticism and football IQ for a defensive back. Top needs: CB, TE, S
Greg Cote: As teams pray for right QB, Packers’ disrespect of MVP Aaron Rodgers is galling
Michael Dwyer
Howell has piled up 7,227 yards, 68 touchdowns and only 14 interceptions in two seasons. He'd be the sixth quarterback from the ACC to be selected in the first round since 2017 — Watson (2017), Mitchell Trubisky (2017), Lamar Jackson (2018), Daniel Jones (2019) and Trevor Lawrence (2021). Top needs: QB, Edge, LB
Michael Dwyer
Howell has piled up 7,227 yards, 68 touchdowns and only 14 interceptions in two seasons. He'd be the sixth quarterback from the ACC to be selected in the first round since 2017 — Watson (2017), Mitchell Trubisky (2017), Lamar Jackson (2018), Daniel Jones (2019) and Trevor Lawrence (2021). Top needs: QB, Edge, LB
Greg Cote: As teams pray for right QB, Packers’ disrespect of MVP Aaron Rodgers is galling
Brynn Anderson
Ridder's size (6-4, 215), accuracy and dual-threat capabilities make him an intriguing prospect. He's already 30-5 as a starter and if he levels up, he could be in considered for the top overall pick. Top needs: QB, OL, CB
Brynn Anderson
Ridder's size (6-4, 215), accuracy and dual-threat capabilities make him an intriguing prospect. He's already 30-5 as a starter and if he levels up, he could be in considered for the top overall pick. Top needs: QB, OL, CB
Greg Cote: As teams pray for right QB, Packers’ disrespect of MVP Aaron Rodgers is galling
Sam Craft
Leal is already one of the most physically imposing players in the SEC and he's still growing. He features inside-outside versatility and is an asset against the run or pass. Top needs: DT, OL, WR
Sam Craft
Leal is already one of the most physically imposing players in the SEC and he's still growing. He features inside-outside versatility and is an asset against the run or pass. Top needs: DT, OL, WR
Greg Cote: As teams pray for right QB, Packers’ disrespect of MVP Aaron Rodgers is galling
John Bazemore
After the Steelers failed to address offensive tackle in the draft, I doubt Ben Roethlisberger has much longer. If you're looking for a quarterback with breakout potential like Joe Burrow or Mac Jones, it's Daniels in his first full season as Bulldogs starter. Top needs: QB, OT, CB
John Bazemore
After the Steelers failed to address offensive tackle in the draft, I doubt Ben Roethlisberger has much longer. If you're looking for a quarterback with breakout potential like Joe Burrow or Mac Jones, it's Daniels in his first full season as Bulldogs starter. Top needs: QB, OT, CB
Greg Cote: As teams pray for right QB, Packers’ disrespect of MVP Aaron Rodgers is galling
Jeffrey McWhorter
If Ross' medical evaluations — he missed 2020 after neck surgery — check out, he's likely the first wide receiver drafted. He has top-10 talent. Top needs: WR, DT, TE
Jeffrey McWhorter
If Ross' medical evaluations — he missed 2020 after neck surgery — check out, he's likely the first wide receiver drafted. He has top-10 talent. Top needs: WR, DT, TE
Greg Cote: As teams pray for right QB, Packers’ disrespect of MVP Aaron Rodgers is galling
Jeffrey McWhorter
Bonitto produced 8.5 sacks in his final seven games as a sophomore. A double-digit sack season wouldn't surprise me as a follow-up. Top needs: CB, LB, OL
Jeffrey McWhorter
Bonitto produced 8.5 sacks in his final seven games as a sophomore. A double-digit sack season wouldn't surprise me as a follow-up. Top needs: CB, LB, OL
Greg Cote: As teams pray for right QB, Packers’ disrespect of MVP Aaron Rodgers is galling
Matthew Putney
Hall finished sixth in the Heisman Trophy balloting after leading the nation in rushing yards (1,572) and 100-yard rushing games (nine). Top needs: RB, LB, OL
Matthew Putney
Hall finished sixth in the Heisman Trophy balloting after leading the nation in rushing yards (1,572) and 100-yard rushing games (nine). Top needs: RB, LB, OL
Greg Cote: As teams pray for right QB, Packers’ disrespect of MVP Aaron Rodgers is galling
Barry Reeger
Wilson was impressive in the slot as a sophomore — 723 yards on 43 receptions and six touchdowns in eight games. He'll have a chance to show what he can do outside this season. Top needs: WR, Edge, LB
Barry Reeger
Wilson was impressive in the slot as a sophomore — 723 yards on 43 receptions and six touchdowns in eight games. He'll have a chance to show what he can do outside this season. Top needs: WR, Edge, LB
Greg Cote: As teams pray for right QB, Packers’ disrespect of MVP Aaron Rodgers is galling
Butch Dill
The Chiefs could pair Wydermyer with Travis Kelce and create all kinds of headaches for defensive coordinators. The 6-5, 260 pound tight end is a reliable blocker and was named as a finalist for the John Mackey Award in 2021 after producing 506 yards on 46 receptions and six touchdowns as a sophomore. Top needs: S, WR, Edge
Butch Dill
The Chiefs could pair Wydermyer with Travis Kelce and create all kinds of headaches for defensive coordinators. The 6-5, 260 pound tight end is a reliable blocker and was named as a finalist for the John Mackey Award in 2021 after producing 506 yards on 46 receptions and six touchdowns as a sophomore. Top needs: S, WR, Edge
Thearon W. Henderson/Getty Images North America/TNS
Aaron Rodgers (12) of the Green Bay Packers throws a pass during the fourth quarter against the San Francisco 49ers at Levi's Stadium on Sunday, Sept. 26, 2021 in Santa Clara, California. (Thearon W. Henderson/Getty Images/TNS)
Thearon W. Henderson/Getty Images North America/TNS
Aaron Rodgers (12) of the Green Bay Packers throws a pass during the fourth quarter against the San Francisco 49ers at Levi's Stadium on Sunday, Sept. 26, 2021 in Santa Clara, California. (Thearon W. Henderson/Getty Images/TNS)
