Sports | October 24, 2017 10:32 am

Despite Low Ratings, NFL Ad Spending Rose 2 Percent in September

Advertisers bought $513 million worth of in-game spots for the month.

NFL awards
Drew Brees #9 of the New Orleans Saints scores a touchdown on a quarterback sneak in the fourth quarter against the Green Bay Packers at Lambeau Field on October 22, 2017 in Green Bay, Wisconsin. New Orleans defeated Green Bay 26-17. (Dylan Buell/Getty Images)

Currently, NFL ratings are lower this year, but the networks still have room to grow, writes AdWeek. Advertisers spent an increased 2 percent on ads during NFL games in September this year, according to data from Standard Media Index and reported this year.

Advertisers spent $513 million in September this year, compared to $504 million a year ago. This does not include pre-or-post game shows. AdWeek reports that the SMI tracks 70 percent of national ad spending from global and independent agencies. The SMI shows that there is about 15 m0re minutes of commercials overall than in September 2016. The percentage of makegoods meanwhile, increased from 13 percent of all spots in 2016 to 20 percent of all spots in 2017, according to AdWeek. 

NFL ratings are down five percent this season, but advertisers still believe betting big on the football audience. AdWeek reports that overall, the average cost for an NFL ad went up seven percent, from $482,000 a year ago to $515,000 this year.

NBC saw a 12 percent uptick in ad spent, while Fox’s NFL game revenue went up 8 percent. ESPN saw a 4 percent revenue jump, AdWeek reports, and CBS had two fewer games on Sept. 17 than the same weekend a year earlier, and its ad revenue dropped 23 percent. And the NFL Network saw a 96 percent revenue increase, likely because it aired one more game in September than it did last year.

NBC had the highest average cost per spot at $717,100, with Fox coming in second at $553,600, according to AdWeek. 

The ad revenue still falls short of September 2015.