Updated: NBC's SNF Package Scores Highest NFL Ratings in 12 Years | Adweek Updated: NBC's SNF Package Scores Highest NFL Ratings in 12 Years | Adweek
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Updated: NBC's SNF Package Scores Highest NFL Ratings in 12 Years

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NBC’s 2010 Sunday Night Football package delivered the highest ratings for any NFL broadcast slate in a dozen years, averaging 21.8 million viewers, up 12 percent from last season (19.4 million).

The network served up its largest crowd of the 2010 campaign with the season opener between the Super Bowl Champion New Orleans Saints and the Minnesota Vikings, drawing 27.5 million viewers per Nielsen live-plus-same-day ratings data. Eleven of NBC’s 18 SNF broadcasts averaged more than 20 million viewers, and four games drew in excess of 25 million.

The lowest turnout of the season was recorded on Oct. 10, as the Eagles edged the 49ers 27-24 in front of a national TV audience of 16.9 million viewers. That still represented a 5 percent increase from the analogous broadcast from a year ago.

With an average household rating of 13.0 for the season, this year was the highest-rated NFL broadcast slate since the 1999-00 campaign, when ABC averaged a 13.7 for Monday Night Football. Unless Fox’s revamped American Idol catches fire, SNF stands a good chance of being the highest-rated, most-watched series of the 2010-11 broadcast season.

Demos were also up, as NBC’s SNF broadcasts demonstrated a 9 percent gain among viewers 18-49 versus the year-ago period. Through the first 15 weeks of the 2010-11 broadcast season, NBC on the whole is up 5 percent in total viewers and 4 percent in the core demo, making it the only member of the Big Four to show growth among viewers 18-49 thus far this year.

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