Fitch: NFL still on top

Fitch Ratings said the television ratings for the first round of National Football League playoff games are evidence that the league remains at the top of the overall U.S. sports industry this year.

The NFL's success continues to be driven by the sport's popularity, structure and relative marketing value, Fitch said.

The recent game between the Denver Broncos and Pittsburgh Steelers drew the best preliminary television rating for an NFL wildcard playoff game in 24 years, the agency said.

Advertising for this season's Super Bowl sold out well before the game and at higher levels than the year prior, Fitch added.

The agency said it expects continued strong advertising support to bolster renewals of key upcoming advertising and sponsorship agreements and broadcast contacts.

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