• by Wayne Friedman , October 10, 2016

The NFL has seen some alarming major TV viewership declines in the first four weeks -- with games down 11% among viewers 18-49 versus non-sports TV broadcast network ratings losing 7%.

MoffettNathanson Research says it's due to TV networks betting NFL and live sports programming are the stability part of their overall programming schedule -- bringing in steady advertising revenue gains with premium cost per thousand viewer (CPM) prices.

Fox derives 49% of total network advertising from the NFL; CBS, at 40%, NBC and ESPN, each with 27%. (NBC impacted by Olympics in August; CBS had the Super Bowl 50 in February).

The researcher points to less competitive prime-time games, as well as three of the major NFL teams’ star quarterbacks not on the field versus a year ago -- Dallas Cowboys, New England Patriots, and Denver Broncos. That's due to  either through injury, suspension or retirement.

Additionally, a “MNF” game ran up against a strong-viewing first presidential debate.

Looking specifically at different NFL dayparts, prime-time games were down by double-digit percentages with Sunday daytime games relatively flat.

NFL Sunday afternoon games have dropped 3% in total gross rating points for all viewers to 44.6 million, this compares to a 2% rise over the same time period a year ago. 

Prime-time NFL series -- “Thursday Night Football,” “Sunday Night Football” and “Monday Night Football" -- and have been much harder hit -- down 10%, 23%, and 16%, respectively. A year ago, all three were up: “TNF (10%); “SNF” (23%); and “MNF”(1%).