NFL 2014: A Local Success 1. BackgroundBackground 2 On February 5, 2014, in a partnership with CBS...

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NFL 2014: A Local SuccessNFL 2014: A Local Success

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BackgroundBackground

On February 5, 2014, in a partnership with CBS Sports,

CBS announced that it would air Thursday night NFL

games in simulcast with NFL Network during weeks 2 through 8 and a Saturday doubleheader game

during Week 16 of the 2014 regular season.

The remainder of the games will air on NFL Network,

and will be simulcast on broadcast television stations in

the primary markets of the participating teams.

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NFLN 2013NFLN 2013

Source: Nielsen, Live+SD deliveries, 9/12/13-12/12/13

The plan was to build interest for Thursday Night Football, which, compared to NBC’s

Sunday Night Football, has struggled.

HH Rating RA18-49 RA25-54 RM18-49 RM25-54

12.7

8.08.9

10.511.7

4.4

2.8 3.24.0

4.5

2013 NBC Sunday Night Football 2013 NFLN Thursday Night Football

NFLN + CBSNFLN + CBS

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NFLN + CBS 2014NFLN + CBS 2014

Source: Nielsen, Live+SD deliveries, 9/11/14-10/23/14

The result was a success…on CBS.

Weeks 2-8 (9/11-10/23/14)


10.3

5.96.6

8.08.8

1.81.3 1.4

2.0 2.2

2014 CBS Thursday Night Football 2014 NFLN ThursdayNight Football

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Local StrengthLocal Strength

The CBS local affiliates had tremendous success as well, even despite games that

were somewhat lopsided.

The following charts highlight the Men 25-54 deliveries nationally, and in each of the two teams’ home markets.

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Weeks 2-8 AverageWeeks 2-8 Average

Source: Nielsen, Live+SD deliveries, 10/23/14 & 9/11/14-10/23/14

National

Local*

2.2

3.1

8.8

19.2

AVERAGE

CBS NFLN

Rating Men 25-54

Local average is each week’s Men 25-54 home market delivery for the two teams playing, including Baltimore & Pittsburgh (Wk. 1), Atlanta & TampaBay (Wk. 2), NY & DC (Wk. 3), Minneapolis (Wk. 4), Houston (Wk. 5), NY & Boston (Wk. 6) and Denver (Wk. 7). Some teams are in metered marketsonly (not LPM), and have only household ratings available.

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Weeks 2 & 3Weeks 2 & 3

Source: Nielsen, Live+SD deliveries, 9/11/14 & 9/18/14

National

Pittsburgh

Baltimore

2.2

1.6

5.6

10.3

26.7

28.0

September 11, 2014

CBS NFLN

National

Atlanta

Tampa Bay

1.7

3.9

3.3

6.8

9.3

9.6

September 18, 2014

CBS NFLN

26 6 54 14

Rating Men 25-54

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National

New York

D.C.

2.2

2.3

3.9

8.9

11.4

15.3

September 25, 2014

CBS NFLN

National

Milwaukee

Minneapolis

1.9

1.8

8.4

25.1

October 2, 2014

CBS NFLN

45 14 42 10

Milwaukee is a Metered Market.RM25-54 N/A.

Rating Men 25-54

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National

New York

Boston

2.1

1.1

4.0

8.3

9.9

27.4

October 16, 2014

CBS NFLN

National

Indianapolis

Houston

2.3

3.0

8.7

16.8

October 9, 2014

CBS NFLN

33 28 27 25

Rating Men 25-54

Indianapolis is a Metered Market.RM25-54 N/A.

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Week 8Week 8

Source: Nielsen, Live+SD deliveries, 10/23/14

National

San Diego

Denver

2.4

4.0

10.3

32.2

October 23, 2014

CBS NFLN

35 21

Rating Men 25-54

San Diego is a Metered Market.RM25-54 N/A.

NFLN (post CBS)NFLN (post CBS)

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NFLN (without CBS) 2014NFLN (without CBS) 2014

Source: Nielsen, Live+SD deliveries, 9/12-12/12/13 & 10/30-11/20/14 & 12/4-12/18/14(Wk. 13 Thanksgiving Prime game on NBC)

NFLN’s post-CBS deliveries vs. 2013…and the results have not been that impressive!

Weeks 9-12 & 14-16 (10/30-12/18/14)


4.6

2.7

3.1

3.8

4.34.4

2.83.2

4.0

4.5

2014 NFLN (Post CBS) Thursday Night Football2013 NFLN Thursday Night Football Full Season Average

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National

New Orleans

Charlotte

3.7

5.1

17.0

October 30, 2014

WBTV NFLN

28 10 24 3

National

Cincinnati

Cleveland

5.0

6.7 28.3

November 6, 2014

WOIO NFLN

Rating Men 25-54

New Orleans is a Metered Market.RM25-54 N/A.

Cincinnati is a Metered Market.RM25-54 N/A.

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Weeks 11 & 12Weeks 11 & 12


National

Buffalo

Miami

4.5

7.3

9.0

November 13, 2014

WFOR NFLN

22 9 24 20

National

Kansas City

SF-Oakland-S. Jose

4.6

5.2

5.8

November 20, 2014

KPIX NFLN

Rating Men 25-54

Buffalo is a Metered Market.RM25-54 N/A.

Kansas City is a Metered Market.RM25-54 N/A.

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Weeks 14 & 15Weeks 14 & 15

Source: Nielsen, Live+SD deliveries, 12/4/14 & 12/11/14 (Week 13 11/27/14 Prime Thanksgiving game on NBC)

National

Chicago

Dallas-Ft. Worth

5.4

6.1

4.6

15.6

18.2

December 4, 2014

KTVT / WBBM NFLN

41 28 12 6

National

St. Louis

Phoenix

4.3

6.0

7.3

9.9

13.6

December 11, 2014

KPHO / KMOV NFLN

Rating Men 25-54

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Week 16Week 16

Source: Nielsen, Live+SD deliveries, 12/18/14

National

Nashville

Jacksonville

0 1 2 3 4 5 6 7 8 9 10

2.6

December 18, 2014

NFLN

21 13

Rating Men 25-54

Nashville is a Metered Market.RM25-54 N/A.

Jacksonville is a Metered Market.RM25-54 N/A.

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RecapRecap

In Weeks 2-8, CBS nationally averaged a 10.3 HH Rating and an 8.8 RM25-54. The same games on NFLN averaged a 1.8 HH Rating and a 2.2 RM25-54.

Local CBS affiliates had even greater success with the games. Looking at the home markets of the teams playing, local CBS affiliates averaged a 19.2 RM25-54, compared to the 3.1 RM25-54 on NFLN.

The remaining Thursday games so far (Weeks 9, 10, 11, 12, 14, 15 & 16) have averaged a 4.6 HH Rating on NFLN, with a 4.3 RM25-54 (these games were NOT simulcast on CBS). Compared to last year, RM25-54 is down -4%.

While these games are no longer simulcast in CBS, they are simulcast in the two teams markets. Local stations continue to be the preferred venue to enjoy the game. For example, in Week 10, WOIO in Cleveland delivered a 28.3 RM25-54, as opposed to the 6.7 RM25-54 on NFLN in the market.

NFL 2014: A Local Success 1. BackgroundBackground 2 On February 5, 2014, in a partnership with CBS...

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