NFL 2015:
A Local
Success
(Again)
1
Background
Following 2014’s successful format, CBS & NFLN
once again teamed up to air 8 Thursday night
games in 2015 on both networks. Seven games aired
between September 17th and October 29th, with the
eighth game airing on December 3rd.
The remainder of the Thursday games aired on NFLN,
and were simulcast on broadcast television stations in
the primary markets of the participating teams.
Additionally, NFLN carried two bonus
Saturday night games in Weeks 15 & 16.
2
2015 Thursday Schedule
Week(s)
Dates
Network(s)
1
9/10/15
NBC (Opening Game)
2-8
9/17-10/29/15
CBS & NFLN
9-11
11/5-11/19/15
NFLN
12
11/26/15
NBC (Thanksgiving)
13
12/3/15
CBS & NFLN
14-16
12/10-12/24/15
NFLN
CBS & NFLN = Weeks 2-8 & 13
NFLN Only = Weeks 9-11 & 14-16
3
CBS & NFLN
Weeks 2-8 & 13
4
CBS & NFLN 2015: Weeks 2-8 & 13
The national CBS ratings were 4-5x higher than
those on NFLN!
10.9
9.2
8.1
6.8
6.0
2.1
1.6
1.4
HH Rating
RA18-49
RA25-54
2015 CBS Thursday Night Football
Source: Nielsen, Live+SD deliveries, 9/17-10/29/15 and 12/3/15
2.1
RM18-49
2.4
RM25-54
2015 NFLN Thursday Night Football
5
CBS+NFLN: 2015 vs. 2014
While both networks saw some slight increases,
the overall results were on par with 2014.
10.9
10.3
9.2
8.8
8.1 8.0
6.8 6.6
6.0 5.9
2.1
HH Rating
1.8
1.6 1.4
1.4 1.3
RA18-49
2015 CBS
RA25-54
2014 CBS
2015 NFLN
Source: Nielsen, Live+SD deliveries, 9/17-10/29/15 and 12/3/15; 9/11-10/23/14
2.1 2.0
RM18-49
2.4 2.2
RM25-54
2014 NFLN
6
Local Strength
The CBS local affiliates
had tremendous success as well.
7
CBS & NFLN
Weeks 2-8 & 13
Household Ratings
The following pages look at both the national and
local HH ratings in the playing team’s home market.
Nationally, CBS was as high as 6X greater than
NFLN, while locally, it was as high as 13X.
8
CBS & NFLN: Weeks 2 & 3
Household Ratings
September 24, 2015
September 17, 2015
40.6
Kansas City
18.4
Washington, DC
3.2
3.8
37.1
Denver
11.8
New York
2.3
4.5
10.5
12.9
National
National
2.1
2.6
CBS
NFLN
Source: Nielsen, Live+SD deliveries, 9/17/15 & 9/24/15
CBS
NFLN
9
CBS & NFLN: Weeks 4 & 5
Household Ratings
October 8, 2015
October 1, 2015
38.2
Pittsburgh
26.9
Indianapolis
5.0
3.0
33.8
Baltimore
22.4
Houston
3.4
5.0
9.5
11.8
National
National
1.8
2.2
CBS
NFLN
Source: Nielsen, Live+SD deliveries, 10/1/15 & 10/8/15
CBS
NFLN
10
CBS & NFLN: Weeks 6 & 7
Household Ratings
October 15, 2015
October 22, 2015
44.3
New Orleans
39.2
Seattle
3.6
4.4
18.5
Atlanta
16.8
SF-Oakland
4.3
1.8
9.3
10.5
National
National
1.7
1.8
CBS
NFLN
Source: Nielsen, Live+SD deliveries, 10/15/15 & 10/22/15
CBS
NFLN
11
CBS & NFLN: Weeks 8 & 13
Household Ratings
October 29, 2015
December 3, 2015
37.9
Boston
38.0
Milwaukee
5.0
4.0
16.4
Miami
22.1
Detroit
3.0
4.9
10.9
11.0
National
National
1.9
2.5
CBS
NFLN
Source: Nielsen, Live+SD deliveries, 10/29/15 & 12/3/15
CBS
NFLN
12
CBS & NFLN
Weeks 2-8 & 13
Men 25-54 Ratings
The following pages look at both the national and
local Men 25-54 ratings in the playing team’s home
market (where available).
Nationally, CBS was as high as 4X greater than
NFLN, while locally, it was as high as 10X.
13
CBS & NFLN: Weeks 2 & 3
Men 25-54 Ratings
September 24, 2015
September 17, 2015
Kansas City
15.9
Kansas City is a Metered Market.
Only HH ratings available.
Washington, DC
3.4
31.1
Denver
9.6
New York
2.5
6.1
9.1
11.4
National
National
2.3
3.1
CBS
NFLN
Source: Nielsen, Live+SD deliveries, 9/17/15 & 9/24/15
CBS
NFLN
14
CBS & NFLN: Weeks 4 & 5
Men 25-54 Ratings
October 8, 2015
October 1, 2015
29.3
Pittsburgh
Indianapolis
Indianapolis is a Metered Market.
Only HH ratings available.
2.9
27.9
Baltimore
15.7
Houston
3.4
5.6
7.8
10.2
National
National
2.1
2.5
CBS
NFLN
Source: Nielsen, Live+SD deliveries, 10/1/15 & 10/8/15
CBS
NFLN
15
CBS & NFLN: Weeks 6 & 7
Men 25-54 Ratings
October 15, 2015
New Orleans
October 22, 2015
26.7
New Orleans is a Metered Market.
Only HH ratings available.
Seattle
4.8
15.5
Atlanta
12.6
SF-Oakland
5.4
1.8
7.6
National
8.9
National
1.9
2.0
CBS
NFLN
Source: Nielsen, Live+SD deliveries, 10/15/15 & 10/22/15
CBS
NFLN
16
CBS & NFLN: Weeks 8 & 13
Men 25-54 Ratings
October 29, 2015
December 3, 2015
31.1
Boston
Milwaukee
5.7
Milwaukee is a Metered Market.
Only HH ratings available.
16.8
Miami
17.7
Detroit
3.9
6.2
9.5
8.5
National
National
2.3
2.6
CBS
NFLN
Source: Nielsen, Live+SD deliveries, 10/29/15 & 12/3/15
CBS
NFLN
17
NFLN Only
Weeks 9-11 & 14-16
18
NFLN Only
Locally, all the NFLN Only (Weeks 9-11 & 14-16) games were
simulcast on the CBS affiliates in the team’s markets. Once
again, the broadcast stations were the viewers choice,
exceeding the local NFLN HH delivery by as much as 733%.
19
NFLN Only
Weeks 9-11 & 14-16
Household Ratings
The following pages look at both the national NFLN
HH rating delivery and the local HH ratings in the
playing team’s home market.
The local advantage was as high as 8X greater.
20
NFLN Only: Weeks 9 & 10
Household Ratings
November 12, 2015
November 5, 2015
37.7
27.2
Buffalo
Cleveland
5.2
4.7
40.0
Cincinnati
12.2
New York
2.7
4.8
National
National
4.8
5.5
CBS
NFLN
Source: Nielsen, Live+SD deliveries, 11/5/15 & 11/12/15
CBS
NFLN
21
NFLN Only: Weeks 11 & 14
Household Ratings
December 10, 2015
November 19, 2015
19.8
Jacksonville
24.8
Phoenix
5.6
6.2
14.7
Nashville
24.4
Minneapolis
8.6
5.5
National
National
5.5
4.2
CBS
NFLN
Source: Nielsen, Live+SD deliveries, 11/19/15 & 12/10/15
CBS
NFLN
22
NFLN Only: Weeks 15 & 16
Household Ratings
December 17, 2015
December 24, 2015
16.4
St. Louis
14.4
San Diego
4.4
2.7
10.0
Tampa Bay
6.3
SF-Oakland
4.4
3.2
National
National
3.8
CBS
3.6
NFLN
Source: Nielsen, Live+SD deliveries, 12/17/15 & 12/24/15
CBS
NFLN
23
NFLN Only: Weeks 15 & 16 (Sat. Games)
Household Ratings
December 26, 2015
December 19, 2015
18.6
Dallas
23.4
Philadelphia
6.7
4.3
13.0
New York
17.8
Washington DC
6.6
1.9
National
National
4.7
4.3
CBS
NFLN
Source: Nielsen, Live+SD deliveries, 12/19/15 & 12/26/15
CBS
NFLN
24
NFLN Only
Weeks 9-11 & 14-16
Men 25-54 Ratings
The following pages look at both the national NFLN
Men 25-54 rating delivery and the local Men 25-54
ratings in the playing team’s home market (where
available).
The local advantage was as high as 6X greater.
25
NFLN Only: Weeks 9 & 10
Men 25-54 Ratings
November 12, 2015
November 5, 2015
26.7
Cleveland
Buffalo
Buffalo is a Metered Market.
Only HH ratings available.
4.8
Cincinnati
Cincinnati is a Metered Market.
Only HH ratings available.
9.0
New York
3.0
National
National
4.6
5.1
CBS
NFLN
Source: Nielsen, Live+SD deliveries, 11/5/15 & 11/12/15
CBS
NFLN
26
NFLN Only: Weeks 11 & 14
Men 25-54 Ratings
December 10, 2015
November 19, 2015
18.4
Jacksonville
Nashville
Jacksonville is a Metered Market.
Only HH ratings available.
Nashville is a Metered Market.
Only HH ratings available.
Phoenix
6.0
19.7
Minneapolis
9.3
National
National
4.8
3.8
CBS
NFLN
Source: Nielsen, Live+SD deliveries, 11/19/15 & 12/10/15
CBS
NFLN
27
NFLN Only: Weeks 15 & 16
Men 25-54 Ratings
December 17, 2015
December 24, 2015
11.0
St. Louis
San Diego
5.6
San Diego is a Metered Market.
Only HH ratings available.
6.7
Tampa Bay
4.4
SF-Oakland
5.8
National
2.8
National
3.5
CBS
3.5
NFLN
Source: Nielsen, Live+SD deliveries, 12/17/15 & 12/24/15
CBS
NFLN
28
NFLN Only: Weeks 15 & 16 (Sat. Games)
Men 25-54 Ratings
December 26, 2015
December 19, 2015
13.7
Dallas
18.7
Philadelphia
5.8
5.4
10.0
New York
12.8
Washington DC
6.6
2.0
National
National
4.3
3.8
CBS
NFLN
Source: Nielsen, Live+SD deliveries, 12/19/15 & 12/26/15
CBS
NFLN
29
Recap

When the games aired on both CBS and NFLN (Weeks 2-8 & 13):

CBS nationally averaged a 10.9 HH rating and a 9.2 Men 25-54 rating.

NFLN averaged a 2.1 HH rating and a 2.4 Men 25-54 rating.



Men 25-54 rating increased +5%, up from an 8.8 in 2014 to a 9.2 in 2015.
Local CBS affiliates had even greater success with the games.


CBS increased +6% with the HH rating, up from a 10.3 in 2014 to a 10.9 in
2015.
Looking at the home markets of the teams playing, local CBS affiliates
averaged a 28.9 HH rating, compared to a 3.8 HH rating on NFLN, a 661%
advantage!
CBS affiliates continued to carry the NFLN-only games (Weeks 9-11 &
14-16) in the two playing team’s markets, and viewers in those markets
continued to watch the broadcast option.

For example, in Week 9, WKRC in Cincinnati delivered a 40.0 HH rating, as
opposed to a 4.8 HH rating on NFLN in the market.
30