Against the backdrop of controversy surrounding the NFL for its handling of a domestic violence incident involving one of its players, CBS debuted its shiny new "Thursday Night Football" package to strong ratings last night.
According to Nielsen's metered-market overnight ratings measuring 56 of the country's largest cities, the Baltimore Ravens' 26-6 victory over the Pittsburgh Steelers average a 13.7 household rating/23 share on CBS and NFL Network -- more than double the 6.6/12 rating that NFL Network alone did a year ago for its first Thursday game (6.6/12 for New York Jets-New England Patriots).
For the night, the networks averaged a 12.9 household rating/22 share in the metered markets, more than triple what CBS did a year ago on the comparable night (4.1/7) with "Big Brother" and other, mostly repeat programming.By comparison to other primetime games this season, the 13.7 rating came in below NBC's first two games (16.8 for Green Bay-Seattle and 15.1 for Indianapolis-Denver) and ahead of ESPN's first two "Monday Night Football" games (9.2 for New York Giants-Detroit and 7.8 for San Diego-Arizona).
Total-viewer estimates will be released later today by Nielsen, but Thursday's game is expected to have drawn somewhere in the 21 million-22 million range.CBS is pulling out all the stops for "Thursday Night Football," which it is producing itself and features the network's No. 1 announcing team of Jim Nantz and Phil Simms. Launching the franchise has been one of the biggest marketing inititiatives -- from every corner of the network -- in CBS history.
The Eye and NFL Network are simulcasting games for seven consecutive Thursdays before the cable network begins airing the games exclusively in late October.NBC's "Sunday Night Football" averaged 22 million viewers last season to make it TV's most-watched show, according to Nielsen "live plus same-day" estimates. ESPN's "Monday Night Football" averaged 13.7 million, and the "Thursday Night Football" package on NFLN averaged 7.1 million (a record).
The eight games airing on CBS this fall (seven Thursdays and a Saturday night contest in December) figure to average a larger audience than "Monday Night Football," but not approach the lofty numbers achieved by "Sunday Night Football."Advertisers are shelling out an estimated $500,000 per 30-second spot on "Thursday Night Football" (the same ads air on both CBS and NFL Network), making it the fall's second most expensive primetime program (behind NBC'S "Sunday Night Football" at about $675,000), according to a Variety analysis.
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CBS, NFL Network off to strong ratings start for 'Thursday Night Football'
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