In reality, the ratings decline has been mild, not massive, and the ratings of some big games--like the Sept. 10 matchup between the Giants and the Cowboys and Thursday's Rams-49ers tilt--have been up year-over-year as much as 38%. Before Sunday’s games, ratings for
Sunday Night Football were down 7% this year, while those for Sunday afternoon games were down 11% on Fox and 19% on CBS, year over year. ESPN’s
Monday Night Football has seen a ratings drop of 5%.
This likely reflects the effects of cord-cutting as people turn to the internet to watch the games. The rise of streaming has been so impactful that ESPN will now only report a viewing number combining streaming and linear audiences, it announced Friday. The various hurricanes that hit America over the past month also caused viewing disruptions.
And, even with the ratings decline, football games remain
the most-watched primetime programing on television--and the some of the most lucrative, too. As viewership drops across television, advertisers are shelling out more and more for spots during live sporting events. Last season, advertisers spent a record $4.2 billion for ads during football games, according to Kantar Media. For certain games, 30-second advertisements can sell for
over $800,000 each.