In MediaPost, September 4, 2025, the publication says the ratings undercount the true number of people who are watching NFL games, especially the Super Bowl.
Despite Nielsen’s updated ‘Big Data + Panel’ model, the NFL insists millions of viewers—especially those watching together or via streaming—aren’t being counted. That gap matters when ad dollars and media rights deals are at stake.
The Context
Last season, the NFL drew an average of 17.5 million viewers per regular-season game across broadcast, cable, and streaming services—according to Nielsen. But the league says these figures don’t tell the whole story.
What’s the Issue?
NFL executives, led by Chief Data & Analytics Officer Paul Ballew, argue that Nielsen’s system overlooks substantial segments of the audience—particularly those watching in groups (co-viewing) at home. For instance, Nielsen’s reported average of 2.4 viewers per household during Super Bowl LIX struck the league as far too low, given how communal such events typically are.
New Measurement, But Still Not Enough
Nielsen has rolled out its upgraded “Big Data + Panel” measurement for the 2025 season—a blend of traditional panel data and broader sources like set-top boxes and smart TVs. While the NFL acknowledges Nielsen’s improvements, it maintains that the system still doesn’t fully capture modern viewing habits.
The Stakes for the League
Why it matters: Viewership numbers directly influence advertising revenue and media-rights negotiations. Even a slight undercount can significantly undercut the NFL’s financial leverage.
Alternative Options
The NFL is exploring alternative measurement avenues such as VideoAmp, though Ballew noted it still has work to do and lacks accreditation comparable to Nielsen’s.
Bottom Line
-
Nielsen is trying to modernize, but the NFL believes the current system still falls short.
-
Co-viewing and streaming audiences remain critical blind spots.
-
Accurate measurement is more than numbers—it’s about negotiating power.