Beginning this evening, the 2020 NFL Draft -- airing over three nights on ABC, ESPN, and the NFL Network -- has pulled in double-digit percentage increases in advertising revenue versus a year ago.
Disney Advertising Sales says over 100 brands will air advertising during the broadcast. More than 60 are new brands, including computers, insurance, gardening and media marketers.
The 2019 NFL Draft national TV advertising totaled an estimated $52.4 million over the three-day period in late April 2019, according to iSpot.tv.
This year, major brands getting extra sponsorship executions include Lowe’s, as presenting sponsor of the ESPN and NFL Network telecast; Verizon, sponsor of the Prospect Cam; and Pizza Hut, sponsor of the Draft Moment; and Bud Light Seltzer, sponsor of the Virtual Huddle.
The biggest TV advertisers a year ago, according to iSpot.tv, included GMC (36 airings, $4.3 million); State Farm (31 airings, $2.5 million); Lexus (31 airings, $1.2 million); Courtyard (25 airings, $2.9 million); Verizon (21 airings, $1.5 million); Kay Jewelers (16 airings, $1.7 million); and Lowe’s (15 airings, $1.8 million).
Instead of its typical live event in Las Vegas, this year’s effort will be a virtual TV production of nearly 150 different video feeds from nearly 100 locations around the country – including player prospects, NFL team personnel and ABC, ESPN and NFL Network analysts and on-air talent.
Last year’s event drew a Nielsen-measured average of 6.1 million viewers across ESPN, ABC, The NFL Network and digital channels per day over three days, totaling more than 47.5 million viewers over three days -- a 5% increase over 2018.