While NFL ratings are down this season, in-game ad revenues have grown year-over-year.

From September to the end of November, revenue is up 2 percent among all networks. There was one additional nationally aired linear TV game than in the same time period in 2016.

The average cost of a 30-second spot among all networks rose slightly, $468,434 to $473,775 this year. The Percentage of makegoods has fallen to 21 percent in 2017 compared to 22 in 2016.

The average 30-second spot for NFL games in November jumped from $502,809 last year to $513,293.

The biggest increases in category spend for in-game advertising were insurance (41 percent), alcohol (23 percent), quick service restaurants (11 percent) and consumer electronics (4 percent).