![]() ![]() He said that Fox sold more NFL Sunday ad inventory in this year’s upfront, at record pricing for the network, than it sold for both its Sunday and Thursday telecasts during the same period last year.īroadcast scripted entertainment show audiences have traditionally been predominantly more female than male, but as viewership has fragmented more into streaming, advertisers are finding that in many cases it is preferable for them to now try to reach women watching the NFL telecasts. “We have not had any significant falloff in any category.”Īs for Fox, while the network did not make an executive available to talk about NFL sales, Fox CEO Lachlan Murdoch addressed the subject on the company’s quarterly earnings call in August. “The NFL marketplace overall has been more active and much stronger than last year,” Bogusz says. John Bogusz, EVP, CBS Sports sales, says CBS is also more than 90% sold out of NFL inventory with sellout levels heading into the season at a higher rate than last year. ![]() Jim Minnich, SVP of revenue and yield management for sports at Disney Ad Sales, says both ABC and ESPN have also taken in double-digit percentage more ad dollars than last year heading into the NFL season, which includes both rate increases and more spending by advertisers. “Overall, we are more than 90% sold out for the season.” 8) Kickoff game is sold out and so are many of our high-profile matchups during the season,” he says. Peter Lazarus, EVP of NBC Sports ad sales, says the network’s overall NFL ad sales dollar volume heading into the season is up between 15% and 20% over last season. While the legalized gambling services are also increasing spending, there are still certain restrictions on them by the league.Ĭombine the increased interest in NFL telecasts by the large assortment of advertisers along with the price hikes the networks are able to charge based on heavy demand, and overall ad dollars taken in by each network is also up significantly. Travel advertisers are also returning to the NFL this fall in a big way, and QSR restaurants, streaming services and technology companies are also spending much more than they have in the past few years. Traditional big spending NFL advertisers in categories like automotive, insurance, beer and cell phone companies are all still allocating tens of millions of dollars, but this year pharmaceutical companies boosted their NFL spending most significantly over past years, according to the networks. “Clearly advertisers realize that they have to spend more on NFL ad units even in the upfront to make sure they do not get shutout,” a buyer says, echoing the beliefs of several. As for upfront deals that were done for this season, buyers say that their clients were amenable to paying close to double-digit increases because they worried about being shut out for the big matchups as the season gets into November and December.
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