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The Real Numbers and Story For Yahoo’s NFL Experiment



The NFL swelled with pride Sunday with the technological success it had in distributing one of its 256 regular-season games on the internet through a partnership with Yahoo. That game, Buffalo versus Jacksonville in London on Sunday morning, drew a total of 33.6 million “streams,” according to Yahoo and the NFL, and 15.2 million unique visitors.

But what we learned later on Monday diminished the impressiveness of those statistics, and resulted in a bait-and-switch feeling to the original numbers trumpeted by the NFL and Yahoo. A stream actually counted if viewers stayed on the game for more than three seconds. And in order to buttress the overall numbers, Sports Business Journal reported, anyone who clicked on Yahoo’s web page once the game kicked off had the game start on autoplay, resulting in a “stream,” whether the visitor had any intention of watching the game or not. In other words, anyone who landed on between 9:30 a.m. and 12:45 p.m. Sunday, unless he or she was remarkably nimble and could leave the site in less than three seconds after logging on, was counted as someone who “streamed” the football game. That lands somewhere between disingenuous and outright misleading by Yahoo and the NFL.

The way American television networks judge an audience for a game is by something called “minute ratings,” which measure the ratings of a telecast minute by minute over the course of the entire game. The ratings bodies take the total number of minutes of the game—say, 180 minutes for a three-hour game—and divide that by the number of viewers minute-by-minute. That’s a good measure of who watched the game, and for how long.

In the U.S., Sports Business Journal reported, the “minute rating” for Bills-Jaguars was 1.64 million viewers, though that does not include the over-the-air TV rating of viewers from Buffalo and Jacksonville markets, which got the game on local network affiliates, the only markets to be able to see the game on home television.

The previous Sunday morning London game this season—Dolphins vs. Jets in Week 4—dwarfed the rating of Sunday’s game. According to Nielsen, that game had 9.86 million viewers.

And not to confuse you … but comparing a game broadcast on television in the No. 1 and No. 16 markets in the country—New York and South Florida (total TV households: 9.03 million)—to a game on the internet between two struggling teams in the No. 47 and No. 53 markets—Jacksonville and Buffalo (1.25 million households)—is fraught with inequities, to put it mildly. Suffice it to say, a game on TV in 9 million TV households should crush a game streamed on computers between two of the NFL’s bottom four markets.

Not that ratings were the driver of why the NFL experimented with Buffalo-Jacksonville on the internet. This was primarily the NFL announcing: “Hey, we’ve got a real game on at 9:30 Sunday morning, and log on to to see it instead of watching your TV,” and judging whether, technologically, the web could handle it. And it could. In markets where the internet was shaky, the picture was shaky. In markets like mine (Manhattan) the picture was mostly vivid. And it was also about seeing whether those around the world would log on and appreciate it. My take, from e-mailers to The MMQB, is that the global village appreciated the free look at the NFL, though many already had the ability to see games in some way or another.

So I still believe it was a success, but I do think the NFL and Yahoo should have leveled with consumers regarding the real numbers of how many people watched the game.

To read more visit Peter King’s MMQB which originally published this story

Sports TV News

Disney Investing In Content To Combat ESPN Subscriber Decline

Disney revealed that they have seen a 10% drop in pay-TV subscribers with access to ESPN.



Disney has decided to ramp up spending while ESPN faces a tricky situation of losing subscribers for their traditional audience of cable subscribers, but an increase in streaming numbers.

Disney has said that it would spend $33 billion on content in fiscal 2022, which began on October 1st. The company’s annual reports shows that this number is up 32% from last fiscal year, where the company spent $25 billion.

Of the $33 billion, which spans all Disney networks and studios, with a target of 140 scripted and unscripted series, $10.3 billion is earmarked for sports programming, per the filing.

Disney revealed that they have seen a 10% drop in pay-TV subscribers with access to ESPN. This number fell to 76 million, from 84 million at the end of fiscal 2020.

These numbers show the steady decline coming from not only traditional TV but ESPN in particular. The tally is well below ESPN’s peak of just north of 100 million homes nearly a decade ago.

ESPN News and ESPNU, which each had 62 million pay-TV subscribers a year ago, dropped to a respective 59 million and 51 million in fiscal 2021.

All is not gloom for ESPN however, as they have been putting up impressive numbers for their streaming service ESPN+. ESPN+, which costs $6.99 per month, ended the fiscal year with 17 million subscribers, up 66% year-over-year.

Disney has denied that they would spin off ESPN but indicated that it may consider bundling ESPN+, Disney+, and Hulu into a single service at a later date.

For the time being, they have added ESPN+ and Disney + to their Hulu Live TV package, a move set to affect Hulu customers in December with a $5 increase to $64.99 per month.

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Sports TV News

ACC Network Set To Debut On Comcast Xfinity

“No official date has been set for the network’s debut on Xfinity.”



There is always a mad scramble to work out carriage deals before a company launches a new cable network. Before the ACC Network debuted in 2019, Disney and ESPN secured deals with AT&T, Charter, DirecTV, DISH, Google Fiber and Verizon Fios. It was missing Comcast. That company’s Xfinity cable system is the largest in the country.

Xfinity subscribers will get to see the ACC Network for the first time in the coming weeks thanks to a deal between Disney and Comcast. As part of an agreement to renew the carriage of ESPN networks, the Disney branded channels, Freeform, the FX networks, and the National Geographic channels, Comcast has agreed to pick up the conference network and pair it with the SEC Network, which was already a part of Xfinity packages.

“We are very pleased to have reached this comprehensive agreement with Disney to continue providing Xfinity customers access to their content across our industry-leading platforms,” Rebecca Heap, Senior Vice President of Consumer Products & Propositions for Comcast Cable, said in a press release.

ACC Network will now be available in nearly 20 million more homes as a result of the deal. No official date has been set for the network’s debut on Xfinity.

“We’re very happy to extend our longstanding relationship with Comcast and continue to provide their Xfinity customers with Disney’s best-in-class programming,” Sean Breen, Executive Vice President of Platform Distribution at Disney Media & Entertainment Distribution, added. “In addition to our news, sports and general entertainment offerings, the launch of the ACC Network in the coming weeks, paired with the renewal of the SEC Network, will give Xfinity’s college sports fans long-awaited access to their favorite games.”

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Sports TV News

SEC Network Devotes 72 Hours To Georgia vs Bama

“On Monday, ESPN announced its full slate of shows that will lead up to the game on Saturday afternoon.”



Just like that, the college football regular season has come to a close, and the focus for FBS fans now shifts to the penultimate point of the overall season: conference championship weekend.

While all of the Power 5 conferences will be crowning champions, the eyes of the college football world will be on Mercedes-Benz Stadium in Atlanta as Georgia meets Alabama in the SEC title game. SEC Network recognizes that and has dedicated the 72 hours prior to kickoff, and immediately after the game also, to programming focused on the Bulldogs and Crimson Tide colliding for a berth in the 2021 College Football Playoff.

On Monday, ESPN announced its full slate of shows that will lead up to the game on Saturday afternoon. As expected, all the SEC Network staples will be live and on-location in Atlanta.

It all begins on Thursday, Dec. 2 at 1:30 p.m. with the SEC championship press conference hosted by Dari Nowkhah. Viewers will hear from Alabama head coach Nick Saban, Georgia head coach Kirby Smart and SEC commissioner Greg Sankey. Paul Finebaum will go on the air with The Paul Finebaum Show starting at 3 p.m.

Check out the full weekend schedule below:

Thursday, Dec. 2

  • SEC Now: SEC Championship Coaches Press Conferences, 1:30 p.m.
  • The Paul Finebaum Show, 3 p.m.

Friday, Dec. 3

  • SEC This Morning, 8 a.m., on location at the Georgia World Congress Center (GWCC)
  • The Paul Finebaum Show, 3 p.m., on location at the GWCC
  • SEC Now: The Championship Coaches, 7 p.m., on location at Mercedes-Benz Stadium (MBS)
  • SEC Now, 7:30 p.m., on location at MBS

Saturday, Dec. 4

  • Thinking Out of Pocket, noon, on location at the GWCC
  • Marty & McGee, 1 p.m., on location at the GWCC
  • SEC Nation, 2 p.m., on location at the GWCC and MBS
  • SEC Football Final, 7:30 p.m., on location at MBS

In addition to the usual lineup of hosts for these shows, fans tuning in can expect special guest appearances as well from country music star Chris Young, to comedian Jeff Foxworthy and Tony Barnhart.

The 2021 SEC championship game will kick off at 4 p.m. on Saturday. You can watch the game on CBS.

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