Advertisers Adjust to Today’s NFL Viewing Habits
A Simpler NFL TV Schedule
Football fans of a certain age will remember when the National Football League television schedule was far less complicated than today’s viewing agenda. Games were largely confined to two days a week on just a few networks, which certainly made for easier life planning. Sundays at 1 or 4 (at least in the East) were a given, and a Monday night appearance with Dandy Don was a rare and delightful treat.
The Current Fragmented Viewing Experience
Fast forward to today, where games come on at vastly different days, times, and networks. Fans not only have to decipher a Rubik’s Cube of alternative networks – looking at your Prime Video – but be prepared to shell out handsomely for every game you might be interested in seeing. Maybe you don’t have to climb the roof and point the antenna in the right direction to watch, but at least in those days games were free – if you could reach the signal.
How the NFL is Navigating New TV and Streaming Platforms
The NFL has always been ahead of its professional sports counterparts when navigating the television curve. That has remained true, especially as many consumers cut the cord with cable and have moved to streaming services. “The NFL has recognized the shift in streaming and the growing trend of cord-cutting and has adapted very quickly and smartly to the change,” says Mike Seiman, CEO and founder of Digital Remedy, a performance marketing company, in an article last year.
Money and Demographics: The NFL’s Strategy
The NFL’s game plan is motivated by two key principles: money (of course) and demographics. By moving games to streaming channels, they are able to reach younger viewers. By keeping games on legacy networks – NBC was the first network to televise games in 1939 – the league is able to keep its long-time fans entertained and engaged. The league might be splitting the baby, but the revenue stream from additional television partners is too hefty to pass up.
The Future of NFL Broadcasting: More Fragmentation
If you’re expecting NFL television to return to a handful of networks, you’re probably also expecting the Jets to return to the Super Bowl for the first time since 1969. In fact, the NFL television landscape is going to become more fragmented. Netflix will televise a game on Christmas Day in December, and plans to add more games in 2025 and 2026.
Advertisers Adapt to New NFL Streaming Opportunities
The changes have also impacted advertisers. Netflix will offer advertisers advanced data analytics capabilities, and can offer highly targeted advertising options based on user behavior and preferences. Brands will have more opportunities to deliver personalized and effective ads to viewers, maximizing their return on investment. Brands may also benefit from bundled advertising packages that combine traditional TV sports with digital ads on Netflix’s platform.
Final Thoughts for Advertisers
The message for advertisers is to make sure your agency is at the top of its game when negotiating contracts and can deliver ROI with a well-crafted strategy. The popularity of the NFL makes it a great medium for advertisers, but it also requires a carefully coordinated plan.
There is one other bright side, too. NFL games are not telecast on TikTok. Yet.
