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NFL sees 19% drop in ad revenue for September-October

Dive Brief:

  • Ad revenue for the NFL dropped 19% in the September-October period as the number of 30-second commercial spots fell 6%, according to new findings from Standard Media Index shared with Marketing Dive.
  • A fumble for the league came amid flat performance for linear TV broadly. Broadcast revenue dropped 7% — a decline partially attributed to a shoddy showing for NFL games — and cable grew 5% during the period. Broadcast networks performed more positively in news and primetime original entertainment than they did in sports. Networks increased the number of 30-second spots by 5% year-over-year but the percentage of unpaid spots, also known as makegoods, dropped six percentage points.
  • The auto industry spent the most on national TV advertising in October but spend was down 9% year-over-year for the category. Similarly, entertainment was down 7% and QSR was down 3%; however, prescription drugs were up 1% and insurance was up 9%. The national advertising marketplace overall grew 7% year-over-year in October, with digital the strongest growing format at 17%. Out-of-home grew 10% and radio 7% over the period, while print decreased 27%.

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