Advertising revenue during in-game NFL programming fell 1.2% to $2.42 billion during the 2017 regular season, according to Standard Media Index.
The firm’s total ad spend figures for the 2017 NFL regular season is based on figures from Sept. 7 to Dec. 31 for NBC, CBS, FOX, and ESPN broadcasts.
“For the first time since we have been tracking the market we saw a slight drop of in-game dollars. Despite a fairly significant fall in ratings, CPMs were strong and demand continued to be high,” said Standard Media Index CEO James Fennessy in a statement. “This again demonstrates that the NFL remains the powerhouse of national TV ROI. Advertisers understand the exceptional return they get as a result of the large, engaged and guaranteed audiences enjoying a full screen experience in this unique environment.”
According to SMI’s recent totals, NFL ad spend totaled $2.17 billion in 2014, then jumped 9.6% to $2.38 billion in 2015 before rising 3% to $2.45 billion.
SMI said that the NFL accounted for 16.4% of all television ad spending in December. However, the NFL’s amount of ad spending for December was down 3% from the same month in 2016.
For the season, ad loads during NFL games held steady but paid unit rates (excluding ADUs) rose 1.2% from $499,000 to $505,000 per 30-second spot. Delivery of ADUs—or makegoods—grew from 21% to 23% of the units due to lower ratings.
The auto industry was the top advertiser in the NFL and spent about 50% more than consumer electronics, the next biggest advertiser. But auto spending was down 5.4% and consumer electronics was down 3% while insurance rose 30%, alcoholic beverages rose 16%, and quick serve restaurants rose 6.4% in terms of NFL advertising this year.