• About Tom Dougherty

    Tom Dougherty CEO, Stealing Share

    Tom Dougherty is the President and CEO of Stealing Share, Inc., and has helped national and global brands such as Lexus, IKEA and Tide steal market share over his 25-year career.

    An often-quoted source on business and brands, he has been featured recently by the New York Times and CNN, discussing topics ranging from television to Apple to airlines.

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NFL ratings dip and concern increases

Pundits are coming up with all sorts of reasons for the dip in NFL ratings, even though the league remains our nation’s popular sports league.

Many are pointing to the current presidential election as the reason for the lower NFL ratings. This is the sort of campaign that we’ve never seen before and it has created record ratings for the cable news networks. Others are pointing to a lack of stars (Peyton Manning has retired, Tom Brady just returned to the field). Others say the National Anthem protests have turned some fans off, while others point to a handful of teams that haven’t been good for at least a decade. (Think Cleveland, Miami, Tennessee, Jacksonville, Chicago, etc.)

NFL ratings
NFL ratings are down and the reason is an oversaturated market.

The presidential election is an interesting answer because, as Peter King of Sports Illustrated reported this morning, NFL ratings tend to sag a bit during presidential election years.

However, the drop has been even greater this time. Ratings are down 13.4% from last season, nearly double the drop of the worst election year decrease of 2000 (the Bush-Gore race). Is it just because Donald Trump has turned this election into a carnival act that’s accomplished the decline?

Over saturation has created the NFL ratings drop.

I don’t think so. I think there is something else brewing here. Mark Cuban predicted this NFL ratings decrease a few years ago because the league has oversaturated the market.

I agree, and think the NFL needs to think about what it can do to make its games more important. Right now, you practically get the NFL 24/7. There’s the NFL Network, there is a game every Thursday night and, last Sunday, there were four back-to-back games with an early contest airing from London in the morning.

Scarcity is actually a value, and one that’s hard to come by in today’s world. The internet and social media gives us access to anything at any moment, so scarcity is hard to come by. To be scarce enough to create importance means you must take control of your brand.

Think about Krispy Kreme. It held a cherished spot because access to it was hard to find, becoming the darling of Wall Street and southerners. I had relatives visit me (here in North Carolina) who wanted to go to a Krispy Kreme first thing.

Then Krispy Kreme went on an expansion kick, and the value of the brand quickly became diluted. The NFL has been on a different kind of expansion kick, and its lower ratings are the result.

Now, maybe we see returned spike after the election (although don’t think the news cycle will completely go away) and as the playoff races heat up. But the larger problem still exists. For the NFL ratings to return to normal levels, the league needs to slow down its plans to expand into Europe, eliminate the Thursday night games (which are usually terrible anyway) and realize that scarcity is a value.

Fatigued football fans is the result.

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