January/February 2018 - NFL Viewership Declines and the Super Bowl

Reflecting a season-long decline in viewership, a Seton Hall Sports Poll conducted this week shows 54% of Americans planning on watching Sunday’s Super Bowl, down from 68% when the same question was asked two years ago. Interestingly, of those who identified themselves as people who “closely follow” the NFL, 16% say they won’t be watching. Another factor might be the return of the New England Patriots, with 20% of the population feeling less inclined to root for them. 12% said they were more inclined, and 62% said there was no difference. Another slow trend that the league and broadcasters are surely watching is the migration of viewers from traditional TV to alternate devices. In 2016, 98% said they would be watching the game on television - this year, the number is down to 90%, with 10% citing other devices or a combination of TV and other devices. 22% said they were most looking forward to the game’s commercials, with 61% most looking forward to the game, and 14% the halftime show Among men, 76% said they most looked forward to the game, and 11% the commercials. Among women, 47% cited “the game,” and 32% “commercials.” 60% of the population said they watched the commercials more closely than on other TV shows, and a third of African-American respondents said they most looked forward to the halftime show.