Even with much of its lineup sagging in the ratings, NBC has one upcoming broadcast that it thinks is worth top dollar from advertisers. Advertising Age reports that the network will ask almost $1 million for a 30-second spot in its Thanksgiving night NFL game.
Seth Winter, executive VP of sales and marketing for NBC Sports Group, confirmed that the network will try to get “pretty close to seven figures” for the spots. The sales effort for the game will be in the spotlight in the weeks leading up to the upfront.
The story reports: “The price tag is bold. Last fall a 30-second ad in NBC’s ‘Sunday Night Football’ — the most expensive program for advertisers at the start of the 2011-2012 TV season — cost an average of $512,367, according to Advertising Age’s annual survey of ad prices in prime time. At near seven figures, the cost of a 30-second spot in the Thanksgiving-evening game would come close to doubling that price.”
The game will feature the New England Patriots, who lost the most recent Super Bowl, against the rival New York Jets, who recently signed Tim Tebow — the most talked-about player of the past NFL season.
The Thanksgiving game was previously carried only on the NFL Network, but was added to NBC’s lineup as a result of recent contract talks with the NFL. That means it’s not part of any ad packages that were worked out previously, giving NBC an opportunity to make the most of it.
"It’s a different animal," Winter said. "We are looking at it as a unique entity within the broader NFL package."