Ad Drivers

TV networks are letting out a sigh of relief as the NFL could bring them up to $5 billion ad revenue over the next few months. NBC reportedly garnered $900,000 for 30-second ads during last night’s opener. Last season, the average Sunday night matchup drew $685,227.

ViacomCBS and NBCUniversal — which broadcast games on their CBS and NBC networks — both reported 27% advertising declines in their 2020 second quarters, largely because of the lack of sports. Last year, the NFL accounted for an estimated $4.6 billion in national TV advertising revenue. 

NFL games are a driver for viewership and ad dollars for networks, so the boost will likely be more than the return of MLB, the NBA and the NHL. Without a significant chunk of Power 5 college football programs playing this fall, the NFL could be even more important.

2019 Live Viewership Driven By NFL Games And Programming:

• 61% for Fox
• 28% for CBS
• 28% for ESPN
• 27% for NBC

Where The Ads Are Coming From: 

Many of the league’s normal partners and advertisers will be back, like Amazon, Procter & Gamble brands and insurance companies like Progressive and State Farm. Other partner brands like Pepsi, Oikos, Gillette and Snickers have announced extensive football-focused brand campaigns as in years prior.

It’s also an election year, so as November nears, campaign ads could heat up. Joe Biden’s campaign is expected to spend upwards of $25 million on NFL adjacent ads. President Donald Trump spent approximately $11 million around the Super Bowl, but reportedly isn’t spending on NFL ads this fall.