While playoff football games draw big ratings, TVB says a look at numbers in the teams’ home markets reveals much, much larger audiences.
As usual, the broadcast of the NFL playoffs on NBC, CBS and Fox over the past month have generated huge national household ratings. The NFC championship game last Sunday between the New York Giants and the San Francisco 49ers pulled a 30.6 Nielsen household rating.
But the national numbers are literally only half the story in many cases, according to an analysis by TVB, which encourages advertisers to seek opportunities at the station level.
In the home markets of teams in the games, the local household rating was often twice as big or more.
For instance, the Jan. 8 wild card game between the Pittsburgh Steelers and Denver Broncos posted a 24 national rating for CBS. But in Pittsburgh, it did a 56.2 on CBS O&O KDKA, and in Denver, a 43.5 on KCNC.
The demos for that game in Pittsburgh were equally remarkable, according to the analysis. It scored a 51.6 in adults 25-54, and a whopping 55.9 in men 25-54.
With that 51.6, Pittsburgh topped the TVB’s ranking (by adults 25-54) of the top 10 highest rated local broadcasts of NFL playoff games. The others:
2. WJZ Baltimore, Patriots v. Ravens, Jan. 22, 43.5
3. WBZ Boston, Patriots v. Ravens, Jan. 22, 43.3
4. WBZ Boston, Patriots v. Broncos, Jan. 14,38.4
5. KCNC Denver, Steelers v. Broncos, Jan. 8, 37.1
6. KTVU San Francisco,Giants v. 49ers, Jan. 22, 35.1
7. WDIV Detroit, Lions v. Saints, Jan. 7, 35.0
8. KCNC Denver, Broncos v. Patriots, Jan. 14, 34.9
9. KTXL Sacramento, Giants v. 49ers, Jan. 22, 34.1
10. WJZ Baltimore, Texans v. Ravens, Jan 15, 33.0