• Loading stock data...
Sunday, June 23, 2024

Disney Nearly Sells Out Ad Time For NFL Draft

  • "We've seen, frankly, more demand than we have availability due to the pause in live sports," executive says.
  • The remaining 30-second ad spots for NFL Draft coverage are selling for around $250,000 according to media buyers.
Christopher Hanewinckel-USA TODAY Sports

The shutdown of sports had made both TV networks and advertisers desperate for big live events. That’s boosting the bottom line of The Walt Disney Co., which has completely sold out of advertising on ESPN and ABC for coverage of rounds 1-3 of the 2020 NFL Draft on April 23-24.

More than 100 companies have purchased ad time during Disney’s three days of live coverage on ESPN and ABC. Sixty brands are new to NFL Draft coverage, according to Jim Minnich, vice president of revenue and yield management, sports, for Disney Advertising Sales. 

“We’ve seen, frankly, more demand than we have availability due to the pause in live sports,” Minnich said. “I think there’s a certain level of demand also because of the type of draft prospects that are in the NFL Draft this year.”

There are still a few ad slots left for ESPN/ABC coverage of Round 4-7 on Saturday, he added. Minnich declined to comment on ad prices except to say they’re “higher” than last year’s coverage from Nashville. 

With live sports in suspended animation, Disney has seen double-digit revenue increases in ad categories such as computers, insurance, gardening and media, the company said in a press release Wednesday. That’s in addition to new categories like home workshop. Home improvement giant Lowe’s will serve as presenting sponsor of the joint ESPN and NFL Network telecast. Verizon will sponsor the “Prospect Cam,” while Pizza Hut sponsors the “Draft Moment” and Bud Light Seltzer backs the “Virtual Huddle.”

Other NFL sponsors, including sunglasses maker Oakley, are taking a pass on this year’s NFL Draft coverage and holding their money tight until conditions return to normal. Oakley also sponsors Super Bowl champion Patrick Mahomes of the Kansas City Chiefs.

“We had intentions of having an on-site presence at this year’s 2020 NFL Draft in Vegas, but due to the unprecedented times, we have shifted our plans to focus on the months leading up to the 2020 season,” said Justin Andrews, senior vice president of Oakley North America. 

Media buyer Adam Schwartz of Horizon Media told Front Office Sports this week that the remaining 30-second spots in NFL Draft coverage are selling in the $250,000 range.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Finals Draw Underwhelming Viewership, but NBA Juggernaut Rolls On

The impact will be negligible on the NBA’s $76 billion media-rights talks.

TV Companies Losing Subscribers As Sports Rights Deals Continue to Rise

Four major TV provider companies reported huge losses.

The NFL Could Be the Key to Stephen A. Smith’s ESPN Future

Can Stephen A. Smith become the next Howard Cosell?

Roger Goodell Rips ‘Below Standard’ NFL Network Broadcasts in Trial Testimony

The commissioner testified in federal court that NFL Network was subpar.
podcast thumbnail mobile
Front Office Sports Today

How Women’s Sports Media is Charting Its Own Path

0:00

Featured Today

Jan 3, 2022; Pittsburgh, Pennsylvania, USA; General view of the NFL shield logo signage before the Pittsburgh Steelers host the Cleveland Browns at Heinz Field.

Odds Stacked Against NFL in Multibillion-Dollar Sunday Ticket Trial

Why the class action trial does not look promising for the league.
Jan 7, 2024; San Francisco, California, USA; Toronto Raptors forward Jontay Porter (11) takes a three-point shot against the Golden State Warriors during the second half at Chase Center.
June 9, 2024

‘Bound to Happen’: The Age of the Sports Betting Scandal Has Arrived

A banishment, betting scheme, and guilty plea all in one scandal-filled span.
June 8, 2024

‘Experimental in Nature’: The Rapid, Confounding Rise of Streaming Bundles

Here’s why confusion continues to outweigh solutions in the streaming package boom.
June 2, 2024

The Nostalgia Market: Michael Jordan’s Memorabilia Remains Coveted, With Caveats

Due to scarcity, and sometimes, items’ undisclosed whereabouts, this world has limitations.

Caitlin Clark Continues to be Enormous Box Office for the WNBA

Sunday’s Fever-Sky game was the most-watched WNBA broadcast in 23 years.
June 17, 2024

Leagues’ Disclosure Demands Add Complexity to DSG’s Bankruptcy Exit

The bankrupt regional sports network operator makes an emergency motion for a discovery conference.
June 18, 2024

ESPN’s Up-and-Down NBA Season Ends With Finals to Forget

The Finals are set to stay on ESPN through 2036.
Sponsored

How HOKA is Reimagining the NIL Relationship

HOKA, the renowned athletic footwear and apparel brand, is betting on a new reality with NIL.
June 17, 2024

Why U.S. Soccer Fans Can’t Watch Some Euro 2024 Games on Cable

The small number of matches are exclusively on the expensive streamer.
June 17, 2024

Charles Barkley’s ‘Retirement’ Could Be Last-Ditch Power Play

Barkley has always proved himself to be a master negotiator.
June 17, 2024

Stakes Rise in NFL Sunday Ticket Trial As Goodell, Jones Take Stand

Roger Goodell and Jerry Jones are scheduled to testify early this week in the high-profile case.
June 17, 2024

Tom Brady Finally Got in the Fox Booth for a Football Game

He’ll be the network’s top NFL analyst this season, replacing Greg Olsen.