CFP semifinal TV ratings were bad, and it could be more of same in 2022

The poor viewership numbers for the College Football Playoff semifinals will amplify calls to expand the four-team structure. But there is no quick fix.

An expanded format may, at least initially, lead to what Alabama coach Nick Saban hinted at this week — merely a greater number of non-competitive games. But perhaps with an expanded field, more elite prospects will see over time that playing for somebody other than the top five or six programs could lead to a realistic opportunity to participate in the tournament. 

The safe bet now is that playoff expansion is unlikely to occur until 2026 and we may be in store for more of the same. The combination of a New Year’s Eve schedule and two yawn-inducing games resulted in the smallest audience for semifinal games since 2015. This was a perfect storm for the event to suffer a significant ratings hit. 

An audience of 16.1 million watched Alabama beat Cincinnati 27-6 in the first semifinal, Sports Business Journal reported. The second semifinal, arguably an even less competitive game from the outset, attracted 16.5 million eyeballs as Georgia dominated Michigan 34-11. Those figures reflect a large drop of between two to three million viewers for each semifinal compared with last season’s games. 

On January 1, 2021, Alabama-Notre Dame (18.9 million) and Clemson-Ohio State (19.1) yielded markedly higher numbers despite also being lackluster affairs; neither game was decided by fewer than 17 points.

Some TV sources had believed this season’s CFP semifinal doubleheader could attract between 18 and 20 million viewers under one condition: They needed to be competitive games. They turned out to be anything but compelling as the SEC’s elite spent the day flexing. That continued the trend of semifinal snoozers; only three of the 16 semifinals in CFP history have been decided by seven or fewer points. Viewership numbers for the semifinals have ranged from a low of 15.7 million for Clemson-Oklahoma on New Year’s Eve 2015 to a high of 28.3 million for Alabama-Ohio State in the first year of the playoff. That 2015 Clemson-Oklahoma game, which the Tigers won 37-17, is the only semifinal game to draw a smaller audience than the games Friday. 

In addition to the lack of drama, the other issue was playing on New Year’s Eve, a night when millions typically gather socially to usher in the new year. The only semifinal games that have yielded more than 20 million viewers have been played on New Year’s Day, a day synonymous with college football.

This season’s semifinals were played on what officially was designated a national holiday, but it was still a Friday afternoon kickoff, with the Alabama-Cincinnati game starting at 3:40 p.m. ET. With Nielsen incorporating out-of-home metrics now in ratings, providing a better measurement for those watching in bars and restaurants, there was some sentiment that the numbers wouldn’t endure a steep drop-off. They did anyway. 

So when are next season’s semifinals? They again will be on New Year’s Eve (a Saturday in 2022); that’s the last time they will be played on that day during the current CFP media rights contract with ESPN, which expires after the 2025 season. Here’s hoping the games are more competitive.

All-SEC final = ticket prices dropped

Here’s an early indication of diminished demand for a ticket to an all-SEC rematch in the title game in Indianapolis: After Michigan lost, the get-in price for the title game dropped 31 percent, from $1,190 to $818, said Josh Stine, a data and pricing analyst at industry leader Dynamic Pricing Partners & Elevate Sports Ventures.

The average ticket price also fell, from $2,723 to $1,869.

It will be interesting to see if the price points remain fluid as Monday night’s kickoff approaches.

Show them the money

The economic impact for Indianapolis, the first northern city to host a CFP National Championship, is expected to total at least $150 million, Indianapolis Host Committee officials said.

More than 100,000 visitors are in Indianapolis, and several reports indicate that hotels basically are sold out.

TV ratings for the CFP semifinals

2021

Game	Ratings	Score
Alabama-Cincinnati	16.1	Alabama, 27-6
Georgia-Michigan	16.5	Georgia, 34-11
2020
Game	Ratings	Score
Alabama-Notre Dame	18.9	Alabama, 31-14
Clemson-Ohio State	19.2	Ohio State, 49-28
2019
Game	Ratings	Score
Clemson-Ohio State	21.2	Clemson, 29-23
LSU-Oklahoma	17.2	LSU, 63-28
2018
Game	Ratings	Score
Clemson-Notre Dame	16.8	Clemson, 30-3
Alabama-Oklahoma	19.1	Alabama, 45-34
2017
Game	Ratings	Score
Georgia-Oklahoma	26.9	Georgia, 54-48 (2OT)
Alabama-Clemson	21.5	Alabama, 24-6
2016
Game	Ratings	Score
Alabama-Washington	19.3	Alabama, 24-7
Clemson-Ohio State	19.2	Clemson, 31-0
2015
Game	Ratings	Score
Alabama-Michigan State	18.6	Alabama, 38-0
Clemson-Oklahoma	15.6	Clemson, 37-17
2014
Game	Ratings	Score
Florida State-Oregon	28.1	Oregon, 59-20
Alabama-Ohio State	28.3	Ohio State, 42-35