NFL ad revenue is rising amid a ratings decline

Average NFL viewership (% change):
1) 2016: 16.5M
2) 2017: 15.0M (↓ 9%)

Average NFL ad spot cost (% change):
1) 2016: $468K
2) 2017: $474K (↑ 1%)

The bottom line. It costs 11% more to reach 1 viewer in 2017 compared to 2016.

Sports rights on TV are growing rapidly even us consumers are cutting/shaving pay-TV.

The NFL is fairing better than TV in general.

% change in revenue YoY for January-November:
1) NFL: ↑ 2%
2) National TV: ↓ 3%

% change in NFL ad spend by vertical:
1) Insurance: ↑ 41%
2) Alcohol: ↑ 23%
3) Quick Service Restaurants: ↑ 11%
4) Consumer Electronics: ↑ 4%
5) Automotive: ↓ 4%
6) Financial Services: ↓ 6%
7) Telecommunications: ↓ 8%

Estimated sports league revenue from TV rights:
1) 2017: $19B
2) 2012: $23B (↑ 21%)

% change YoY in cable news ad spot cost:
1) MSNBC: ↑ 23%
2) CNN: ↑ 7%
3) Fox News: ↑ 6%

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