NFL, Verizon Deal Brings Super Bowl Ads to All Devices
The NFL’s big game in February is called the Super Bowl of advertising for a reason — a 30-second commercial cost marketers $5 million last year. And as excited as marketers get about debuting commercials during this ultimate football game, they may have been watching with trepidation as the traditional TV audience dwindled this year. Now the excitement may return, as Verizon inked a deal with the NFL to livestream games to any device during the next five years — beginning in January.
An article in the New York Times yesterday says:
Rick Cordella, executive vice president and general manager for digital media at NBC Sports, a unit of the pay television distributor Comcast, said the Verizon deal could help expand the reach for NBC’s advertisers, since fans watching the Verizon stream will see NBC’s inventory of ads.
“We are selling one audience, no matter where they watch our content,” Cordella said.
In other words, fans watching the game and the ads on devices don’t need to be Verizon customers, Engadget said yesterday.
An article published five days ago by Adweek implies what this could mean for the Super Bowl’s ratings, by inference: “ESPN’s Millennial Ratings for Live Sports Jump as Much as 33% With Streaming and Out-of-Home Viewing.”
At least one NFL sponsor had blamed lower pizza sales on the NFL players’ kneeling protests during the national anthem, and some consumers did call for a Verizon boycott due to yesterday’s announcement of the $2 billion deal. But it’s unclear why traditional TV ratings decreased this season.
NBC Sports commented yesterday:
Although the NFL still makes the bulk of its money from television — NBC, CBS, FOX, ESPN and DirecTV — this deal is the strongest sign yet that there’s big money for the NFL to make in online streaming. It may not be long before the NFL’s biggest rights deals are with online providers, rather than with traditional television networks.
That said, it appears as though many brands are still excited to be part of the big show. Yesterday, “Adweek’s Super Bowl LII Ad Tracker” showed the commercial lineup for Feb. 4, during which a 30-second ad will cost more than $5 million, will include:
- Avocados From Mexico
One tentative commercial, according to Adweek, is:
Professional skier Julian Carr is launching a Kickstarter campaign to raise $5.5 million in order to purchase a 30-second ad space for a spot raising awareness of climate change.
What do you think, marketers?
Please respond in the comments section below.
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