"Fueled by the coach/quarterback combo of Mike Vrabel and Drake Maye, the Patriots' rapid rise to the top of the AFC standings through 11 games has been the surprise of the NFL season. NFL games - even Patriots broadcasts during down times, such as the back-to-back four-win seasons preceding this stunning rejuvenation - draw ratings and viewership numbers that are the envy of every other network and program on television. But everyone loves a winner, and the Patriots, victors in their last eight games, are drawing Nielsen ratings well above what they had last season."
"And the disparity is probably even greater because of new audience measurement methodology Nielsen implemented in September. That methodology combines the traditional "panel" measure - a demographically accurate sampling of households - it used for decades with a "Big Data" measure, which includes large amounts of information from smart TVs and set-top boxes, but at the expense of who-is-exactly-watching-this? specifics. The "Big Data + Panel" hybrid has led to some understatement in local market ratings since it was implemented."
Patriots broadcasts on CBS in Boston averaged a 24.4 household rating and 72 share through the first 10 weeks, a 23 percent increase from a 19.9/63 rating and share last season. The team's eight-game winning streak and the Vrabel-Maye coach/quarterback pairing drove heightened local viewership. Nielsen implemented a new hybrid measurement in September that combines a demographic panel with Big Data from smart TVs and set-top boxes. That hybrid has likely understated local ratings, implying the year-over-year gains are even larger. National streaming (Amazon Prime) and local broadcasts continue to attract strong NFL audiences.
Read at Boston.com
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