The news: Broadcast consistently delivers the biggest NFL audiences even as digital live sports viewers grow, per data from the TVB and Nielsen.
- National Live+1 audiences for Amazon Prime’s telecast of the January 10 NFL playoff match delivered 31.6 million impressions and a 9.82 rating. Rating points are defined as a representation of how many people watch a specific program within a measurement area—meaning about 9.82% of US TV households were tuned into the broadcast.
- But this figure includes broadcast viewership coming from the home team’s designated market areas, leaving Amazon’s streaming-only audience around 29.87 million impressions.
- The highest-rated NFL game in the same weekend was on broadcast television. Fox’s NFL broadcast delivered 40.97 million impressions and a 12.73 rating.
Broadcast’s potential: Despite the rise of sports streaming consumption, broadcast and traditional TV deliver high performance potential for advertisers looking to reach massive sports audiences.