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Friday, July 12, 2024

NFL Broadcasts Bringing in Record Ad Sales

  • NFL broadcasters could bring in as much as $7 billion in ad revenue from national broadcasts.
  • Ad rates are up around 7% from last year.
Kirby Lee-USA TODAY Sports

Broadcasters paid astronomical prices for NFL rights — and early returns on ad prices are showing why.

Media buyers are seeing record in-game rates for the upcoming season, and companies have been quick to buy up available inventory.

  • Ad sales could bring in a total of around $7 billion in revenue.
  • 30-second spots on national broadcasts have sold for as high as $860,000.
  • National rates are up around 7% from last year.

More than 90% of available spots were bought during upfront ad sales. Much of that inventory was moved during the second quarter, as companies vied to get in early and avoid being shut out.

CBS, NBC, Disney, Fox, and Amazon are paying more than $110 billion to broadcast the league for 11 years.

Amazon’s deal for “Thursday Night Football” kicks off this season, though the company expects lower broadcast numbers, as viewers adjust to the league’s first streaming-only property.

Disney has also reportedly sold out 90% to 95% of its inventory for the upcoming NBA and NHL seasons on ABC and ESPN.

Sales Already Super

Fox began selling ads for next February’s Super Bowl 18 months before the game, seeking over $6 million for a 30-second window. Most of the available inventory has reportedly been snapped up. 

NBCUniversal saw ad real estate reach as high as $6.5 million for a 30-second spot during Super Bowl LVI earlier this year.

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