NFL Looks For Big Price Hike Versus A Year Ago
Whereas analysts have predicted negative, flat or perhaps small single-digit cost-per-thousand viewer [CPMs] increases for the prime-time market, TV networks selling the NFL have been talking up--and getting--surprising 10 percent-plus CPM increases for NFL programming.
"There's more male-targeted money out there; prime-time dollars are looking to be down in the upfront. All that spells some substantial rises in CPMs," said one veteran media buying executive.
"NFL ratings have been spectacular over the last few years," said Doug Seay, senior vice president of national broadcast at Starcom MediaVest Group. "The games are pretty good. It's live; it's DVR-proof; and it's guaranteed."
For example, looking at the collective ratings of the NFL playoffs and the Super Bowl--key NFL programming--over the last few years, viewers have steadily grown from the 2000 season--31.2 million, 33.7 million, 36.3 million, and 37.3 million.
A number of major deals have been already done, say media buyers at NBC, CBS, Fox and ESPN--at high increases versus a year ago. Toyota Motor will be the half-time sponsor of NBC's new "Sunday Night Football" package.
Part of this rush comes from the new NFL contracts with the league. NFL league sponsors are required to spend a certain level of media dollars with the NFL TV networks. Anheuser-Busch--a big NFL regular season, NFL playoff, and Super Bowl TV buyer--typically makes multi-year deals with TV networks. A-B has already made a number of NFL TV deals, according to a number of executives.
Many network TV sellers wouldn't talk on the record about NFL deals, but on background, when asked about the high prices set up by NFL networks, one network TV seller responded: "Sounds goods to me."
Last year, many NFL TV networks struck deals that ranged between 6 percent and 7 percent--deals that also outpaced the prime-time market.
Analysts feel that with the prime-time market destined to almost certainly sink, perhaps by 3 percent to 4 percent in overall dollars from its $8.9 million upfront plateau--and with few new prime-time shows for advertisers to get excited about--marketers might want a flight to the quality of the NFL, which has been the highest-rated of all TV sports programming.
Recent MediaDailyNews Articles
-
Original 'Voice' Judges Return May 17, 5:41 p.m.
The original quartet of coaches for “The Voice” will return for the fifth season this fall. ... -
Van Wagner Partners With CineSport For Online Video May 17, 5:34 p.m.
Van Wagner Communications’ Sports and Entertainment division is joining forces with CineSport, partly owned by Van ... -
'Idol' Falls, 'Bang' Leads Thursdays May 17, 3:38 p.m.
TV broadcast networks environment is definitely shifting -- as evidence of last major night of the ... -
Sapient Revs Up 12%, Optimistic About 2013 May 17, 2:47 p.m.
Marketing services company Sapient reported first-quarter revenues of $292.6 million, up 12% from the same period ... -
KSE Finalizes Outdoor Channel Buy May 17, 11:08 a.m.
An entity controlled by sports entrepreneur Stan Kroenke has finalized its acquisition of the Outdoor Channel ... -
'Tonight' Still King Of Late-Night TV May 17, 10:49 a.m.
While NBC proceeds to sets up its late-night changes for next year, "The Tonight Show with ... -
U.S. Open Going Cable-Only, Moves To ESPN May 17, 9:18 a.m.
After decades on the network that saw stars from Ashe to Navratilova to Federer win, the ... -
USA Looks To Make Comedy King In The New Season May 16, 10:22 p.m.
What do you do when you’re the last network putting on the last event of the ... -
Comedy Central Goes Dark To Simulcast New Radio Channel May 16, 6:12 p.m.
For the first time since its tribute to Johnny Carson 20 years ago, Comedy Central will ... -
MGM Doubles Revs, 'Hobbit' Helps May 16, 5:56 p.m.
A big positive swing for MGM Holdings was seen in its first-quarter earning results, thanks to ...
Be the first to comment on "NFL Looks For Big Price Hike Versus A Year Ago"
Leave a Comment