2014-2015 NFL TV Season: Local Home Team Advantage



02/03/2015


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Super Bowl Ratings Analysis

Super Bowl XLIX featured the New England Patriots vs. the Seattle Seahawks, with a final score of 28-24, Patriots. It was the most watched show in American television history, seen by a record 114.4 million US viewers. It was also a tremendous local story.

TVB's analysis of the Super Bowl’s national rating versus local markets over the past few years found that more than 60% of local markets have higher ratings than the national average. A more detailed analysis of the markets shows:

  • The winning team, losing team and host markets significantly out-deliver national ratings, in some years delivering ratings +50% versus the national average
  • The neighboring Super Bowl markets also see major increases over the national average
  • Many “perennial” markets consistently have higher ratings than the national average year after year

Viewers Prefer Football on Broadcast TV all Season

  • NFL Thursday Night Games simulcast on NFLN & CBS saw CBS’ ratings much higher than on the NFL Network
  • In fact, ratings for the NFL regular season were more than twice as high on broadcast versus cable
  • The NFL Wild Card playoff games, which for the first time had a game air on ESPN, had much higher ratings on the broadcast networks versus ESPN

Spending by Advertising Category

The Super Bowl has become the most expensive day of the year for advertisers. Last year, the 2014 Super Bowl attracted almost $332 million in ad spending.

“…my enthusiasm for the Super Bowl isn’t because I love to gamble—quite the contrary. It’s because I prefer to play it safe with money. And, for good marketers with smart and creative ad agencies, the Super Bowl is one the safest bets I’ve ever seen. What other venue better assures that people are going to watch your commercial or talk about your brand more than being on the Super Bowl? What other venue says you’re a first-rate, big-time, trustworthy brand more than the Super Bowl? What other place allows you to catch the eyes of 108 million men and women with one fell swoop? What event can better excite and motivate your internal staff, sales force, or franchise network? What event can better tie-in and harness the power of digital and social media? And what other event better allows your brand and products to be talked about for weeks leading up to the event, during the event, and for weeks, months, and even years after the event? There isn’t one.” — Rob Siltanen, founder and chief creative officer of Siltanen & Partners


Source: The Wall Street Journal

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