The NFL’s October take was stronger in national TV ad dollars versus a year ago.
Confirming other recent reports, the NFL is picking up steam when it comes to higher national TV advertising revenues. October TV dollars grew 3% over the same month the year before.
Across all TV networks, national TV advertising grew to $757 million in October 2017 against $738 million in October 2016, according to Standard Media Index. From the start of the season -- early September though November 6 -- national TV advertising totaled $1.76 billion against $1.44 billion, according to iSpot.tv.
In October, across all five NFL TV networks, the average unit 30-second commercial rate rose 7% to $482,000 in October 2017.
CBS grew 15% in the month to $264 million, adding an additional “Thursday Night Football” game. NBC, which rose 9% to $172 million, had a higher commercial load. Fox rose 10% in revenues to $260 million due to huge increases in average unit costs.
ESPN saw an 18% decline to $66 million as a result of a drop in its average unit rate, and 4% more audience deficiency units/makegoods. The NFL Network saw a 65% decline to $7 million, airing one less game in the month.
The average 30-second commercial on Fox witnessed a sharp 27% increase to $649,000 for its Sunday afternoon game. NBC dipped 1% to $572,000 for “SNF.” CBS climbed 11% to $429,000 for Sunday games, but was flat at $500,000 for its “Thursday Night Football.”
ESPN was down 13% to $271,000, while the NFL Network for its Sunday games was down 30% to $114,000.