Changes to TV rating measurements expected to significantly boost NFL salary cap
Changes to TV rating measurements expected to significantly boost NFL salary cap The upcoming Lions contract extensions for Hutch, Branch, Jamo and more should be more affordable once the boost is implemented
Recent changes to the Nielsen television ratings process are expected to significantly boost the NFL salary cap, which could influence how the Detroit Lions handle some of their upcoming financial decisions.
In March, Nielsen announced its "Out-of-Home" expansion and its increased adoption of tools to replace its outdated "Total Audience" metrics. This allows TV ratings to better measure people's viewing habits outside of their homes, watching in groups around the U.S.
The result led to Super Bowl LIX reaching a record-high 191.1 million unique viewers earlier this year. That historic reach and a more accurate measurement of people watching via streaming services will likely directly correlate to more money trickling down to the NFL's teams and players.
Media rights deals are typically negotiated around values that are determined by viewership. Those deals often favor the NFL, bringing in additional annual income that sets the salary cap for the following league year.
The next round of TV rights negotiations is expected to ramp up in 2028, directly influencing any significant financial decision made in 2025. In theory, a hefty contract given to a star player such as, perhaps, an Aidan Hutchinson, could be structured in a way that by the end of a four or five-year run, the price tag feels like a steal.
The Lions are currently $40.1 million under the salary cap, though that will not feel like as much heading into next season with several players' cap hits expected to jump significantly. The impending contract for Hutchinson will only make that tighter.
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