Advertisers pull back on NFL spending amid TV ratings decline

AD spending on regular season NFL games declined last year as the league continued to struggle with falling television ratings.

Marketers spent US$2.42bil on in-game NFL commercials in 2017, a 1.2% decline from the previous regular season, according to Standard Media Index, which tracked outlays at NBC, CBS, Fox and ESPN. 

Ad spending had increased the two previous seasons. It was the first drop since the company began following football spending in 2014.

Professional football is routinely the most-watched TV programming in the United States, making the sport a top draw for marketers seeking to reach large audiences.

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