The NFL's addition of more TV networks to its NFL Draft coverage paid off the 2018 event drew record TV ratings and audiences.
This year's draft was televised by three TV networks (ESPN, Fox Sports and NFL Network) across six channels (ESPN, ESPN2, ESPN Deportes, Fox, ABC and NFL Network). The combined coverage averaged a 3.57 household TV rating and 5.5 million viewers -- up 25% and 20% respectively from 2017. Viewer interest never flagged through Saturday, with the league drawing its most-watched Day 3 ever for Rounds 4-7
The NFL has always been a big proponent of broadcast, keeping most of its games on free TV, while other leagues such as the NBA have mostly gone to pay cable. This year's draft was the first time all seven rounds were show on broadcast. Fox simulcast NFL Network's coverage of Rounds 1-3 on Thursday-Friday. ESPN's sister Disney network ABC simulcast ESPN coverage of Rounds 4-7 on Saturday.
The mystery over which teams would pick intriguing college stars such as Baker Mayfield and Saquon Barkley propelled Thursday's Round 1 to its best TV numbers since Johnny Manziel fell through the first round in 2014.
Thursday night's coverage drew a combined a 7.0 TV rating and 11.2 million viewers, up 27% and 22% respectively from last year. Even Saturday's coverage of Rounds 4-7 averaged 2.9 million viewers, making it the most-watched Day 3 ever.
Back for Day Three of the #nfldraft. 30 million fans watched Round 1 on Thursday night with an average of 11.2 million viewers — second most-watched Draft in history. Was second most-watched show of the night on all of TV #bestfansintheworld
— Brian McCarthy (@NFLprguy) April 28, 2018
For the first time, the league's own 24-7 NFL Network partnered with Fox to try to break up ESPN's 39-year stranglehold over the event. After some nervous weeks leading into Round 1, ESPN was relieved to learn it's still the No. 1 viewing option for fans.
During Round 1 coverage, ESPN, ESPN2 and ESPN Deportes combined to draw nearly 5.5 million viewers. Out of the five channels (Fox, NFL Network, ESPN, ESPN2, ESPN Deportes) showing Round 1, ESPN was the most-watched, averaging 5.3 million viewers. The interest continued through Saturday's Day 3 where ESPN and ABC combined to deliver 2.2 million viewers, up 40% from the previous year.
ESPN's presentation of 2018 #NFLDraft delivers more than 2.9M viewers. Rds 4-7 on ESPN & ABC ranks as most-viewed Day 3 across all networks in draft history. Congrats to our great crew. https://t.co/Q9lhdJW87d pic.twitter.com/n8k0ueecas
— bill hofheimer (@bhofheimer_espn) April 29, 2018
Sporting News broke the story the NFL may also invite broadcast partners CBS Sports and NBC Sports to air the Draft in the future. If the league can grow its total viewing audience by 20% this year by adding Fox, what's to stop it from putting Round 1 of the Draft across most or all broadcast networks in future years? Nothing, since there's no exclusivity in any of the TV contracts.
Is the NFL considering it? It's too early to talk about that, answered an NFL spokesman Sunday night. But given the numbers from this year's Draft, don't be surprised if CBS, NBC, or both, also televise the Super Bowl of the off-season in coming years.
