79% Of NFL Viewers' TV Watch-Time Spent Watching Non-Sports Programs (Report)

While NFL games present a golden opportunity for advertisers to reach large audiences, those audiences also watch plenty of other programming... and much of it is cheaper to advertise against than NFL games.

A new report from VIZIO (using Inscape ACR data) showcases how brands can find football audiences elsewhere as budgets potentially tighten in 2023. Some of the big takeaways around audience behaviors for both NFL and college football audiences, and how brands can adjust ad buys to reduce waste:

• Among all NFL viewers, 21% of time is spent watching sports but 79% is spent watching non-sports programming (all of which is going to be cheaper than NFL inventory).
• While college football viewers spend slightly more time (22.4%) watching sports, that still leaves 77.6% of the time where other non-sports programming is on TV.
• Across all active VIZIO TVs, just 17.4% of watch-time is dedicated to sports, which leaves a staggering 82.6% of time on non-sports programs; yet most major advertisers are still hyper-focused on expensive live sports as a source of impressions.