Commentary

NFL Brings Residual And Ongoing Gifts To Viewers And Marketers

You have lingering complaints about the Super Bowl? A bad throw or two? One or two dropped footballs, just fingers away? An errant halftime finger?

Still, three out of four homes with TV sets tuned in Sunday to watch the game -- against supposedly rocketing digital media growth and still higher cable TV viewership.

And you were probably shaking your finger at the NFL and NBC for another controversial improvised half-time stunt: with rapper M.I.A flipping the bird to viewers in the middle of singlng partner Madonna’s new song.

The NFL and NBC quickly apologized, but we were left to wonder: Can we always expect this kind of activity? Close games and closely watched, edgy, halftime entertainment?

After the game, NFL Commissioner Roger Goodell's first words thanked the fans for their support this season -- a season that almost didn't happen because owners and players were at a standstill on revenues.

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Remember TV marketers holding their breath last summer -- worried about whether they could possibly re-express their hundreds of millions of media dollars in NFL games and the Super Bowl (with some $250 million for the big game alone)? Goodell should have also thanked those key NFL parties.

We must have been happy there was football and the Super Bowl this season. A record 111.3 million U.S. viewers watched the game, following the usual strong regular season ratings.

Goodell gave NFL fans a gift or sorts, offering more Thursday night games on the NFL Network, for 13 in all.  Free is good. But NFL benevolence isn't all that encompassing. You might have to pay extra for NFL Network games through your cable, satellite or telco provider.

But that gift wasn't just for viewers. TV marketers continue to pursue high-priced proven NFL commercial inventory, and more commercial time on Thursday nights to pursue those somewhat-harder-to-get male viewers is always welcomed. Yes, another gift, with a string or two attached. And another clearly defined NFL season is coming up.

 

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