NFL complains about changes by Nielsen to TV ratings measurements

The NFL has expressed concerns over recent changes made by Nielsen in its approach to measuring television viewership for the upcoming season, describing the adjustments as "rushed" and potentially detrimental to sports. Nielsen announced its plans to modify how it assesses audiences on television, beginning from August 31, which includes alterations to how it gauges whether multiple individuals are watching an event simultaneously.

This shift comes after the NFL experienced one of its most prosperous television seasons ever, with Nielsen's Big Data + Panel methodology contributing to an 18.7 million average viewers per game during the 2025 regular season, a 10% increase from the previous year and the highest since 1989. The Super Bowl drew 124.9 million viewers on NBC, Peacock, Telemundo, NBC Sports Digital, and NFL+, just missing the previous season's record.

Paul Ballew, NFL's head of data and analytics, stated that the league is still assessing the potential impact of Nielsen's changes. He acknowledged that while co-viewing or partial co-viewing might be beneficial, the overall effect appears negative for sports. Ballew emphasized the importance of accurate audience figures and understanding the demographics of viewers.

Nielsen clarified that it delivers the most precise TV measurement, particularly for live sports, and has been collaborating closely with clients, sports leagues, and regulators to continually refine its methodologies. These enhancements include the introduction of Big Data + Panel, expansion of Out of Home measurement, and pilot testing of co-viewing updates.

The NFL's television agreements with CBS, Fox, NBC, and Amazon run through the 2033 season, while the deal with ESPN extends until 2034. The league has the option to terminate contracts with CBS, Fox, NBC, and Amazon after the 2029 season and with ESPN after 2030. NFL executive vice president of media distribution, Hans Schroeder, stated that "nothing's changed" in the league's relationship with these partners, and talks about potential renegotiation are ongoing.