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2021 NFL Draft is Third Most-Watched Draft Ever

Average Audience of 6.1 Million Viewers TV + Digital Over 3 Days

Cleveland Averaged 10.9 HH Rating - Highest Host City Draft Rating on Record


WEBWIRE

The 2021 NFL Draft in Cleveland was seen by an average audience of 6.1 million viewers (TV + Digital) across ABC, ESPN, NFL Network, ESPN Deportes and digital channels for the three-day event, making it the third most-watched Draft ever.

With 6.1 million viewers, 2021 is basically flat compared to 2019 (6.2 million), which is the second most-watched draft behind 2020 (8.3 million).

This year, the city of Cleveland averaged a 10.9 HH rating for the NFL Draft, which is the highest-rated local market for 2021 and the highest host city Draft rating on record since different cities began hosting the event in 2015.

Digitally, the 2021 NFL Draft delivered an AMA of 261K across NFL O&O, ESPN, ESPN Deportes and ABC platforms – up +36% vs. 2019 (192K).

All seven rounds of the 2021 NFL Draft were presented across ABC, ESPN, and NFL Network – the third straight year The Walt Disney Company worked with the National Football League to offer a multi-network presentation of the Draft for all seven rounds.

The second annual virtual Draft-a-Thon live fundraiser had an average daily reach of 5 million devices and 17 million total views across NFL O&O, YouTube, Facebook, Twitter, TikTok, Yahoo, Reddit, Twitch and AVOD platforms.

ESPN’s livestream coverage of the Draft went out to five platforms: YouTube, Twitter, Facebook, the ESPN App, and – for the first time ever – TikTok. Those streams tallied 8.9M total views and 57.7M minutes of watch time (live). The views were up +41% from the 2019 similar presentation.

Due to the unique presentation and circumstances surrounding the 2020 NFL Draft, the most balanced viewership comparison is to the 2019 NFL Draft.

 

ABOUT NFL MEDIA

NFL Media is comprised of NFL Network, NFL Films, NFL.com, the NFL app and NFL RedZone.

Seven days a week, 24 hours a day, 365 days a year, fans turn to NFL Network to receive information and insight straight from the field, team headquarters, league offices and everywhere the NFL is making news. Launched in 2003, NFL Network gives fans unprecedented year-round inside access to all NFL events, including the Super Bowl, Playoffs, regular season, preseason, Pro Bowl, Pro Football Hall of Fame induction weekend, NFL Draft, NFL Scouting Combine, Senior Bowl, league meetings, minicamps and training camps.

For fans on the go, all NFL Network programming can be streamed live through the NFL and NFL Network apps on smartphones, tablets, PCs and connected TV devices (Amazon Fire TV, Android TV, Apple TV, PlayStation 4, Roku and Xbox One). Access is available for NFL Network subscribers of participating TV providers. For more information, go to NFL.com/nflnetwork.


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