While national TV advertising will recover somewhat in Q4 thanks to continued strong linear TV NFL programming, there will be a 5% decline for all of 2023, according to MoffettNathanson Research
The NFL launches NFL+ today, as the NFL posted another TV ad record -- surging 14% to $4.3 billion, according to Standard Media Index. NFL+ is a subscription service that includes live, out-of-market
preseason games and local and prime-time regular-season games, playoffs games (phone and tablet only), among other content.
The destination provides fans with highlights, game recaps, and original series and gives advertisers the ability to reach consumers who tune in to the game to see ads rather than watch the sport,
Sadie Thoma, U.S. Creative Works director, wrote in a blog post.
Although pay TV subscriber homes continue to decline overall, regular sports viewers watching in homes with the traditional pay TV bundle are growing.
Disney gained in the number of actual games, including two Super Bowls, MoffettNathanson analyst Michael Nathanson says. ESPN's "Monday Night Football" was up 4% last season to $232.1 million in
national TV advertising, according to Standard Media Index. For the new 11-year contract, MoffettNathanson estimates ESPN's average yearly NFL cost will grow 42% to $2.7 billion.
"It's Amazon's world, and other rights holders are living in it," GroupM Business Intelligence Global President Brian Wieser wrote in an analysis of the new NFL rights deals he sent over the weekend.
The second round of the four divisional games was down 7% to a Nielsen-measured 30.6 million in the live program-plus-same-day time-shifted metric.
Saturday's NFL regular-season game posted 4.8 million "average minute" viewers on Amazon Prime Video and Twitch -- the highest ever for a streaming digital NFL game, based on estimated viewers per
living-room streaming device, the NFL says. Amazon's Saturday game also included viewing on mobile apps from the NFL, 49ers and Cardinals apps, and Verizon Media mobile platforms. When including
over-the-air TV stations in local markets, the game earned 5.9 million viewers.
Total national TV entertainment advertising sank 25% in September to $2 billion -- mostly due to the lack of TV network prime-time programming for the new TV season, according to MediaRadar. Major TV
networks experienced huge TV production delays due to the COVID-19 pandemic, which pushed out many new TV shows and content launches for the 2020-2021 TV season to start in November or later.
Driven by network tv's growing dependence on NFL programming, rights fees could rise 57% to $8.8 billion, MoffettNathanson estimates, as a new round of multi-year contracts are set to get underway.
A plurality of Americans -- especially NFL fans -- support more players taking a knee in recognition of the Black Lives Matter movement during NFL games. That's one of the findings of a national
survey conducted by DeVries Global and Dynata in the wake of George Floyd's death and the Black Lives Matter protests nationwide.
If the NFL season is postponed, 33% of pay-TV customers said they were "somewhat" or "very" likely to cancel their cable subscription.
Following a 5% gain in TV viewership for NFL regular-season games this past season, the NFL's TV networks had a 14% increase in national TV advertising revenues, according to a recent estimate.
As the 2019-20 NFL season/post-season winds down with this weekend's Big Game, Morning Consult has published a fascinating retrospective on the NFL's brand rub. The analysis above ranks the brand
getting the biggest lift from NFL fans (vs. all American adults) rating them favorably. It shouldn't be surprising that three beer brands rank among the top 10, but only one media brands -- cable
network TBS -- ranks on this basis.
Just 24 brands have released Super Bowl ads and/or ad teasers on a variety of platforms including YouTube and Facebook, according to iSpot.tv. This totals some $13.5 million in media spend. A year
ago, over the same pre-Super Bowl time period, 40 brands pre-released Super Bowl creatives (with an $18.7 million spend).
To better understand the underlying motivations and interests of the subgroups that make up NFL fans in the U.S., we segmented them based on their behavioral or attitudinal attributes.
The current divisive state of partisan American politics is often compared to "team sport." Turns out, most Americans care far more about their favorite candidate than their favorite team, at least
where the Super Bowl is concerned. By a margin of more than three to one, Americans say they would prefer to see their favorite candidate win the Presidential election than see their favorite NFL team
win the Super Bowl.
Analysis of longer time-shifted availability of network prime-time shows up to a week after the initial first airing may not be helping TV networks much.
Sleep Number, which produces adjustable and smart beds, was creating short-form videos that were getting -- at the most -- 2,000 organic views. It needed to ramp up awareness.
I t developed longer-form branded content with a three-part series about player Josh Jacobs and his road to becoming a running back for the Oakland Raiders in 2019.
The latest figures also show that younger audiences are tuning in for full shows, not just clips.
Growing interest in legal sports gambling could mean more potential TV viewers, according to a recent analysis.
Toyota drove the highest share of search engagement in the auto category with 47%, followed by Hyundai (30%) and Jeep (17%), per EDO.
Spots are failing because they focus on issues rather than the fun of the game, Kantar suggests.
Nike's "Don't Change Your Dream, Change The World" television ad has been rated the best campaign from a selection of brands sponsoring the Women's World Cup in France. "Marketing Week" reveals that
research from System1 tracks emotional engagement with ads, and the intensity of feeling, to predict which will have the biggest long-term effect.
In-game ad revenue sank 5% from $408 million a year ago to $382 million, according to a preliminary estimate from Kantar Media. Brand advertising amounted to 37 minutes/25 seconds -- the lowest in the
last five years.
Some 36 brands have released 108 pieces of Super Bowl ad creative that totaled 110 million online views -- with over 60.4 million of those coming from YouTube earned media views.
Some 24 brands with 60 pieces of creative have aired on TV through January 27, totaling $2.9 million in TV spend. TV ad data is down from the same period in 2018, when 36 brands aired 86 creative
pieces ($38.8 million in TV spend).
November lost a collective 12% for all TV broadcast and cable networks in prime time to average 20.8 million prime time C3 18-49 viewers. Total NFL game programming is up 5% through November.
The Google Map in the email shows live traffic going to and from the game. It is one of the most clicked-on links of any email and accounts for nearly 28% of all clicks.