• Loading stock data...
Tuesday, July 15, 2025

New NFL Wild Card Games Positioned To Be Ad Sales Boon

  • NFL playoffs set to expand to 14 teams in the 2020 season, meaning two new games
  • It has not yet been announced who will broadcast those games
Jan 4, 2020; Foxborough, Massachusetts, USA;Tennessee Titans quarterback Ryan Tannehill (17) run-off the field after then game against the New England Patriots at Gillette Stadium. Mandatory Credit: David Butler II-USA TODAY Sports

The NFL’s addition of two new Wild Card games could prove to be an advertising windfall for broadcasters.

Under the new collective bargaining agreement between the league and the players union, the NFL’s Wild Card Weekend will feature triple-headers on Saturday and Sunday rather than the previous doubleheaders.

The new Wild Card game telecasts could generate anywhere from $40 million to $60 million each in ad revenue for the networks showing the games, according to media experts. That should help some NFL TV partners recover following the advertising upheaval triggered by the global coronavirus pandemic. 

The NFL has not announced which networks will televise the new Wild Card games. The NFL declined to comment further.

“Each additional wildcard game would generate approximately an additional $60 million,” predicted Adam Schwartz, director of national broadcast at Horizon Media.

Jon Swallen, chief research officer of Kantar Media, estimates this season’s four Wild Card games played January 4-5, 2020 generated average ad revenue of $55 million apiece.

Ad sales for Wild Card telecasts depend on several factors, including game matchups, date and time, and whether the game is shown on broadcast or cable TV.

The league’s Wild Card telecasts averaged ad sales of $39.8 million in 2020 and $35.1 million in 2019, according to James Fennessy, chief executive officer of Standard Media Index, which tracks advertising pricing and data. 

For this season’s Wild Card games, Fox’s early Sunday afternoon broadcast of the Vikings’ win over the Saints generated the most ad revenue at $66.6 million. CBS’ primetime Saturday night telecast of the Titans’ victory over the Patriots came in No. 2 with $42.2 million in ad sales. 

NBC’s broadcast of the Seahawks late Sunday afternoon win over the Eagles was No. 3 at $38.1 million. ESPN/ABC’s late Saturday afternoon telecast of the Texans win over the Bills drew $12.3 million, according to SMI.

In comparison, the NFL postseason from Wild Card Weekend through the Conference Championship games totaled $840 million in ad sales. On its own, Fox’s telecast of Super Bowl LIV on Feb. 2 generated $462 million, according to Swallen.

READ MORE: ESPN Considering $20 Million Offer To Peyton Manning For Monday Night Football

“It’s safe to say that these two new Wild Card Games will provide roughly $40 (million) per game in revenue next season,” Fennessy said.

The NFL Players Association narrowly passed the new collective bargaining agreement on March 14. The new CBA also cleared the way for a 17-game season as early as 2021. 

The signing of the CBA also marked the opening bell for the NFL’s next round of media rights negotiations. 

The league currently earns over $5 billion a year in annual rights fees from its TV partners ESPN, CBS, NBC, and Fox. 

First up for bid will be ESPN’s “Monday Night Football” contract, which expires after the 2021 season. NBC, CBS, and Fox’s deals for their Sunday Night and Sunday afternoon packages are up after the 2022 season.

On an annual basis, ESPN pays the most at $1.9 billion a year. But currently, Disney’s ESPN/ABC is shut out of the Super Bowl rotation. Disney is expected to bid on at least two NFL packages. If successful, Disney’s expected to air at least one package on its ABC broadcast network.

READ MORE: Coronavirus Could Cost NBA Players $654 Million in Salary

The NFL gets $1.1 billion a year from Fox and $1 billion from CBS for their respective Sunday afternoon NFC and AFC packages. NBC has the best deal, paying only $950 million a year for “Sunday Night Football.” As the only network with the ability to “flex” in better game matchups, NBC’s SNF has ranked as the No. 1 primetime show for nine straight seasons.

After a strong 2019 regular season in which average viewership grew 5% to 16.5 million per game, the league’s expected to ask for significant rights increases.

The TV networks, meanwhile, are trying to retain the most valuable programming in entertainment from tech giants like Google, Twitter, and Amazon, at least for another round of TV deals. NFL game telecasts accounted for 47 of the top 50 and 91 of the Top 100 broadcasts in 2019. All the networks are expected to ask for some SNF-like flexible scheduling for future packages.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

MLB Home Run Derby Draws 5.7M Viewers on ESPN, Up 5%

ESPN reverses the trend from last year and registers audience growth.
Jul 14, 2025; Atlanta, GA, USA; Seattle Mariners catcher Cal Raleigh (29) bats during the 2025 Home Run Derby at Truist Park.

MLB Enters Crucial Second Half With Big Questions Looming

Media, labor, and Cal Raleigh are among the top second-half storylines.
Cal Raleigh

Home Run Derby Came Down to a 1-Inch Hawk-Eye Measurement

One expert is skeptical that the measurement could be that precise.

WNBA Hits Fourth-Highest ABC Viewership With Clark-Bueckers Duel

Clark missed the first Fever vs. Wings game with an injury.

Featured Today

May 31, 2025; Philadelphia, PA, USA; Sydney McLaughin-Levrone (USA) reacts before the women's 100m hurdles during the Grand Slam Track Philadelphia at Franklin Field
exclusive

Track’s New Money Is Running Into Old Problems

The sport’s big-money era has hit some speed bumps in 2025.
Bobbleheads are seen at Vintage Indy Sports, Tuesday, April 29, 2025 in Speedway. The local sports memorabilia store opened recently.
July 12, 2025

Baseball’s Bobbleheads Are the Center of the Collectibles Universe

Baseball’s most important keepsake drives long lines—and big business.
Rimouski, QC - JUNE 1: Final Game of the 2025 Memorial Cup between the Medicine Hats Tigers and the London Knights on June 1, 2025, at the Colisée Financière Sun Life in Rimouski, Qc.
July 11, 2025

CHL Is Facing a ‘Pandora’s Box’ of Questions Amid NCAA Talent Departure

As players defect to college, the Canadian Hockey League won’t cede ground.
Jun 28, 2025; Arlington, Texas, USA; Seattle Mariners catcher Cal Raleigh (29) bats during the game between the Texas Rangers and the Seattle Mariners at Globe Life Field.
July 9, 2025

The Torpedo Bat Business Is Still Going Strong: ‘Here to Stay’

Demand for the oddly shaped bats has stayed strong across the sport.
Brittney Griner and Caitlin Clark
exclusive

‘Good Morning America’ Will Air From WNBA All-Star in First

The All-Star Game’s relevance has exploded with the league in recent years.
F1
July 11, 2025

F1 ‘Poised’ to Choose Apple Money Over ESPN Reach

Formula One looks to be changing lanes.
NBC Sports
exclusive
July 14, 2025

NBC Hiring Ex-Hawks Exec Grant Liffmann As NBA Front Office Insider

Liffmann spent the last three years with Atlanta after covering the Warriors.
Sponsored

Game On: Portfolio Players Stories, Brought to You by E*TRADE from Morgan Stanley

Dealmaker Jeffrey Kaplan maps the evolution of sports as an asset class
Jul 10, 2025; Wimbledon, United Kingdom; Iga Swiatek of Poland at her on court interview after winning her match against Belinda Bencic of Switzerland on day 11 at All England Lawn Tennis and Croquet Club.
July 10, 2025

Wimbledon Set to Deliver Strong Finals Matchup for ESPN

Novak Djokovic is still in the hunt for his 25th Grand Slam.
Paige Bueckers
exclusive
July 8, 2025

Women’s March Madness Expansion Wouldn’t Yield More ESPN Money

ESPN is not required to pay extra if women’s March Madness expands.
Feb 7, 2025; Storrs, Connecticut, USA; UConn Huskies center Tarris Reed Jr. (5) reacts after his basket against the St. John's Red Storm in the first half at Harry A. Gampel Pavilion.
July 8, 2025

After Decade Apart, ESPN and Big East Rekindle Media Rights Relationship

After a decade-plus apart, the network will stream hundreds of conference events.
Jul 6, 2025; Houston, Texas, USA; Mexico forward Marcel Ruiz (14) heads the ball in front of United States midfielder Brenden Aaronson (11) in the second half during the 2025 Gold Cup Final at NRG Stadium.
July 7, 2025

USMNT Struggles Still Produce Big Gold Cup Ratings for Fox

The U.S. team’s recent issues culminated in a loss to Mexico.