CBS didn’t need the NFL on Thursday nights. They now have
the NFL on Thursday nights. Something is amiss here.
The notion is that nothing beats the NFL in the ratings.
This is almost entirely true, with two glaring exceptions.
Well, three if you count Carrie Underwood doing a poor woman’s
Julie Andrews but let’s not go there.
There are two scripted shows that compete in the ratings with the NFL on a weekly basis. One is The Walking Dead, a cable powerhouse fueled by zombies that is pretty much the most-watched show ever on cable by any measurement. The Walking Dead doesn’t always beat Sunday Night Football, but it did for two straight weeks in fall 2013 thanks to poor NFL games and, ya know, zombies.
Roger Goodell, in his
quest for world domination, cannot do anything about that show. And,
frankly, he doesn’t care – nor does NBC. Sunday Night Football has proven to be
a juggernaut as primetime’s
#1 show last season, and almost certainly to repeat this year.
The other show – well, that causes an actual problem for the
NFL. I love the Big Bang Theory, plenty others don’t, but everyone apparently
watches it. It cranks out nearly 20 million viewers every Thursday night like
clockwork, a throwback to the NBC “Must See TV” days when a
Thursday comedy dominated the ratings.
I know what you’re thinking – this doesn’t matter. The Big
Bang Theory is over before the time Thursday Night Football kicks off. And this
is true. It’s still a problem for the NFL.
The Big Bang Theory’s real theory is the proof that a rising
tide raises all boats. The CBS lineup on Thursday is horrifyingly average –
have you tried to watch the Millers or the Crazy Ones? It’s an exercise in futility,
unless you’ve been lobotomized or really, really enjoy Robin Williams.
Regardless, the Big Bang Theory’s insane numbers inflate the
rest. And when the numbers are crunched Friday morning, CBS and the NFL average
about the same number of covered viewers in the 18-49 range.
For example, on Thursday, November 15, CBS
averaged a 2.5 18-49 rating and 10.5 million total viewers. Thursday Night
Football on the NFL
Network did a 2.4 18-49 rating with 6.4 million total viewers – yeah, CBS
skews old.
The following week, CBS
did a 2.6 18-49 rating and 11 million total viewers – the NFL
Network won with a 2.9 18-49 rating but lost in total viewers with 7.6
million.
Those two weeks show the relative pattern of the ratings,
though greatly influenced by the quality of the NFL game – weeks with bad
matchup led to CBS dominating the night. The point is pretty obvious – the NFL
had a competition each and every Thursday night that was bringing its ratings
way down.
Monday
Night Football on ESPN cranks out routine 5.0 18-49 ratings and 15 million
viewers. The NFL Network can’t point out a lack of carriers anymore – its
network is now in close to 80 million homes. The problem is that ESPN has very
little broadcast competition on Mondays, while the NFL Network goes against the
most popular comedy in recent memory.
So when CBS won the rights to the newly created NFL Thursday
Night package, heads were turned. That was a surprise, right? Why did CBS, the
only network beating the NFL every week, spend money for it?
There’s the conspiracy!
The NFL package was created solely for CBS. It was never
going to end up on NBC, Fox or ABC because that wouldn’t solve the problem. The
Big Bang Theory would still be on Thursday nights and it would lead to even
more embarrassment if the NFL couldn’t win the night on broadcast.
Then came the reported price and the conspiracy theory was
proven as fact.
CBS paid a figure rumored in the “high-$200
million range” for 8 games.
By comparison, ESPN is paying nearly $2
billion per year for 16 games – or roughly $125 million per game.
I don’t think I have a font big enough or italics bold enough
to get across the discrepancy. For the per game price ESPN is paying, CBS
should get 2 games – they are getting 8.
Something is amiss here! There is no way in hell that NBC or
Fox or ABC – all with Thursday night lineups that bomb in the ratings,
particularly on NBC where the now-cancelled Michael J. Fox Show drew
test-pattern numbers – didn’t bid higher than that.
Of course, they won’t rock the apple cart. They said the
right things. They’re playing along. But they know – now – that the game was
rigged.
CBS was the only possible spot for these games this year
because it’s the only possible reason the package was created. The NFL needed
to get the Big Bang Theory out of the way to produce numbers on Thursday
comparable to Monday Night Football and Sunday Night Football.
Why? It’s a one-year deal – this is the test drive. The
numbers this fall will be used to extract more money next year. And the NFL
Network will eventually move
onto Tuesday Night Football, like I predicted two years ago.
Why is CBS playing along, you ask?
For starters, the Big Bang Theory is a ratings monster – ask TBS
about it – and they know it will produce ratings if they put it on Monday,
Wednesday or delay the debut until November.
And to boot, they got an incredible deal! They are paying,
at most, about $35 million per NFL game that will dominate the ratings every
week. Thin about that – they will make that money back in ads after the first
quarter. It is a license for CBS to print money!
Don’t be fooled by the charade though. The NFL needed to
eliminate competition. They succeeded.
The news is that CBS paid for the NFL. The truth is that the
NFL paid CBS.
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ReplyDeleteShortsighted.
ReplyDeletehalf the country has big bang airing DURING thursday night football.
Good point...my East Coast bias shining through again....makes an even better case for why the NFL wanted to eliminate it as competition.
DeleteI have no fucking clue what you are going on about but god damn you really love the big bang theory
ReplyDeleteThe bidding was rigged. CBS was always going to get the Thursday night games because the NFL needed to eliminate the competition.
DeleteDefinitely makes more sense after hearing CBS didn't bid the most.
ReplyDelete