/// NBC Gobbles Up NFL Ad Dollars

November 19, 2012  |  Media Week

On Thursday, tens of millions of Americans woozy on tryptophan and cranberry sauce will mark a brand new Turkey Day tradition, as NBC presents the first NFL game to be broadcast in prime time on Thanksgiving. Given the sheer number of citizens who will be couch-locked when the New England Patriots-New York Jets battle kicks off at 8:20 p.m. EST, the Nov. 22 TV event could very well scare up playoff-size ratings. The network has priced its commercial inventory accordingly, said Seth Winter, evp, sales and sales marketing, NBC Sports Group. “Every single spot in the game—and I do mean every one of them—has a unit cost of $975,000,” he said. “There’s nothing that will air that will cost a dollar more or a dollar less.” For a regular season NFL matchup, the going rate for a 30-second spot in the Turkey Bowl is nothing short of extraordinary (NFL Network has aired Thanksgiving night games previously before it was widely distributed). According to SQAD NetCosts estimates, a single :30 in NBC’s flagship program Sunday Night Football fetches around $500,000 while media buyers report paying around $535,000 a pop. The price of doing business with NBC on the eve of Black Friday is nearly double that of buying into SNF , TV’s No. 1-rated program. Along with the opportunity to reach hordes of engaged viewers—as a Golden Delicious-to-Granny Smith comparison, last year’s late afternoon T-Day game on CBS delivered 30.9 million viewers and a 14.3 household rating—most viewers also will be primed to spend a good deal of holiday money in the ensuing weeks. (Per the National Retail Federation, the average American in 2011 spent $704.17 on holiday purchases.) “Given that we’re the last stop before Black Friday , we’ve seen significantly more interest from retail than we’ve had in the past,” Winter said, before adding that financial services, tech and auto will also be well represented.

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NBC Gobbles Up NFL Ad Dollars


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