The NFL’s viewership is looking stronger than last year after five weeks. Viewership results from week five pushed the league to its best game average through that point on record.
What We Know: Games are averaging 18.8 million viewers, up 1% from the same point last year. However, according to Sports Business Journal, the league had trailed last season’s pace through the first four weeks. Week 5 changed that, all games achieved an average of 17.3 million viewers. That’s a 4% leap year over year and the best Week 5 since 2019. Meanwhile, Prime Video, CBS and ESPN are posting the best figures for their respective packages.
What The Data Shows: (via NFL PR)
What Remains Unclear: Still, the season-long gain is modest at just 1%. Even with additional changes to Nielsen measurement that began this season, the league continues to show its strength. Additionally, it’s unclear whether Week five marks a lasting turnaround or a one-week bump.
What It Means: Ultimately, the NFL remains television’s most reliable draw, even in a season that started slow. Moreover, having all four partners near their highs gives every rights holder a strong selling point with advertisers. For Prime Video in particular, its best package figures reinforce streaming’s growing place in the league’s media plans. Consequently, the rest of October will show whether this momentum holds into the season’s second half.
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