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Dismal NFL Ratings Force Networks To Renegotiate With Advertisers

Published: December 15, 2020
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A pro football game on a Wednesday afternoon is rare. Advertisers getting a pricing discount for NFL games is also usually unheard of.

But it’s happening.

TV networks are feeling the strains of disappointing NFL ratings, as they are forced to restructure deals with advertisers to make up for the smaller audience, and their opportunity to make money off remaining games during the lucrative holiday season narrows.

NBC made the unusual move of lowering the price it charged advertisers that already had committed to run in a Baltimore Ravens vs. Pittsburgh Steelers game planned for Thanksgiving night after a Covid-19 outbreak on the Ravens forced the game’s postponement to the following Wednesday.

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