Though not drawing the blockbuster numbers of FOX and NBC, CBS saw increases in ratings and viewership for NFL coverage during the 2009 season.
CBS averaged a 10.4 rating and 17.2 million viewers for NFL coverage during the 2009-10 NFL season, up 4% in ratings and 6% in viewership from last year (10.0, 16.2 mil), and up 1% and 4%, respectively, from ’08 (10.3, 16.6 mil).
This marks the second-highest average for NFL telecasts on CBS since the network reacquired rights to the league in ’98.
Despite the increases, CBS was a distant third among NFL rightsholders behind NBC (11.7, 19.4 mil) and FOX (11.4, 19.1 mil). CBS did finish ahead of cable networks ESPN (9.0, 14.4 mil) and NFL Network (3.1, 5.5 mil).
CBS drew an 11.2 final rating for its Week 17 NFL national window (mostly Steelers/Dolphins), up 16% from a 9.7 for last year’s comparable window (mostly Patriots/Bills). The Week 17 national window on CBS aired at 1 PM ET; all other NFL national windows during the 2009 season aired at 4:15 PM.
Later in the day, regional action featuring Ravens/Raiders drew a 7.7 final rating and 12.9 million viewers, flat in ratings but up 2% in viewership from coverage featuring Jets/Dolphins last year (7.7, 12.7 mil).
