SNF Low Opposite World Series, But Still Posts Increase

Sunday Night Football ratings increased for the sixth time in seven weeks, but the numbers were nothing to celebrate.

Saints-Vikings earned an 8.3 rating and 14.1 million viewers on NBC’s Sunday Night Football over the weekend, up 4% in ratings and 2% in viewership from last year (Steelers-Lions: 8.0, 13.9M) and down 19% and 22% respectively from 2016 (Eagles-Cowboys: 10.2, 18.0M).

The Saints’ win delivered the fourth-lowest Sunday Night Football rating and viewership in a decade, ahead of only Steelers-Lions last year, Colts-Texans in 2016 (8.1, 13.60M) and Colts-Saints in 2011 (7.6, 12.47M).

Like last year and 2011, the game aired directly opposite the World Series. It trailed the competing Red Sox-Dodgers Game 5 by 17% in ratings (8.3 to 10.0) and 20% in viewership (14.1M to 17.6M).

Sunday Night Football has now lost to the World Series in three straight years, after winning the head-to-head in five of the previous six.

On the brighter side, SNF has now scored an increase in ratings and viewership in six of the past seven weeks.

Saints-Vikings scored a 4.5 rating in adults 18-49, down 6% from last year (4.8) and down 31% from 2016 (6.5). The 4.5 is the third-lowest for the Sunday Night Football package since it moved to NBC, ahead of Vikings-Packers on a Saturday night last year (4.1) and Seahawks-Buccaneers opposite an ALCS Game 7 in 2008 (3.9).

It also drew a 3.3 in adults 18-34 (-11%) — the second-lowest for SNF since moving to NBC — and a 5.5 in adults 25-54 (-2%).

SNF trailed the World Series in adults 18-49 (4.5 to 4.6) and adults 18-34 (3.3 to 3.4), and tied in adults 25-54.

New Orleans led all markets Sunday night with a 50.0 rating, followed by Minneapolis-St. Paul at a 41.3. No other market exceeded a 13.0 rating (Kansas City), with Austin, Tex. and Norfolk, Va., rounding out the top five at a 12.4.

Sunday Night Football Ratings vs. World Series

[Numbers from Nielsen via Programming Insider 10.30]