Logo

NBC Offers Sponsorship Slot for ‘Sunday Night Football’ Post-Game Show

Oct 15, 2007  •  Post A Comment

With spots in “Sunday Night Football” drawing more than $500,000 for 30 seconds, NBC Sports is taking another pass at selling the sponsorship to its post-game show.
NBC expects post-game sponsorship talks will heat up in the next few weeks, now that buyers have largely finalized their fourth-quarter upfront buys, according to Seth Winter, senior VP of sales and marketing for NBC Universal Sports & Olympics.
Sales of “Sunday Night Football” are 25 percent ahead of last year, which was the first season NBC had the National Football League’s prime-time package, Mr. Winter said. In the upfront, prices for commercials during the games rose by double digits on the basis of the cost to reach a thousand viewers (CPM).
In the scatter market, where ads are bought closer to the time they air, prices are up by double-digit percentages again, driving the unit price of some spots in the pre-Christmas weeks above $500,000.
“That’s comparable to some of the most highly rated prime time shows,” Mr. Winter said.
NBC Sports improved its sales results in part by changing the way it estimated its “Sunday Night Football” audiences. Instead of making a single estimate for the entire season, it created individual estimates for each game. The process had the effect of raising the total audience NBC Sports would try to sell by 10 percent. (Last season, ratings of “Sunday Night Football” met or exceeded the audience guarantees to sponsors.)
Ad buyers said NBC’s new estimates are still in line with their expectations.
“It’s a smart thing to do,” said Larry Novenstern, head of broadcast and executive VP/joint managing director of Optimedia’s integrated buying and planning unit.
“If you know the match-ups closer in, if it’s a 5-and-1 team against a 4-and-2 team, you’re probably going to see a higher rating than it being Cleveland against Baltimore,” Mr. Novenstern added.
A very tight scatter market for prime time is driving prices up by 25 percent to 40 percent, he added. That pricing is making NBC’s “Sunday Night Football” look more attractive. He recently made a prime-time scatter buy on NBC that included NFL spots for a client that was planning a last-minute promotion.
Since the prices of all prime-time shows are rising, the client wanted a better mix of shows as long as it was paying top dollar, Mr. Novenstern said, adding, “They would prefer to see higher-rated programming in there if they have to bite the bullet.”
“Sunday Night Football” is about 90 percent sold out, depending upon the game, Mr. Winter said.
In fact, the NFL seems to be a hot ticket across the board. For example, “Monday Night Football” is all but sold out, according to ESPN executives..
So far this season, “Sunday Night Football” is averaging a 10.9 household rating, down 6 percent from last season. But Mr. Winter notes that until last week’s game between the Chicago Bears and the Green Bay Packers, the games have mostly been blowouts, which thins viewership.
Excluding the Thursday night season opener, viewing by men 18-49 has been up 2 percent, he added.
The post-game show so far has been averaging a 6.2 household rating, which would rank it just behind “ER” among prime-time shows. The fact that the post-game show could appear in late-night time periods could be an issue for some advertisers, said Mr. Novenstern, who said he was surprised NBC Sports hadn’t sold it before the season.
Toyota is the sponsor of the half-time show during Sunday night’s football match-ups, while General Motors and Sprint are sponsors during pre-game time.
But the post-game show didn’t get sold before the season. “We held that back,” Mr. Winter said.
“We value those types of franchises so highly. We look for an appropriate commitment for that. Additionally, we want to protect the integrity of those other sponsors,” he said.

15 Comments

  1. I’ll gear this review to 2 types of people: current Zune owners who are considering an upgrade, and people trying to decide between a Zune and an iPod. (There are other players worth considering out there, like the Sony Walkman X, but I hope this gives you enough info to make an informed decision of the Zune vs players other than the iPod line as well.)

  2. Zune and iPod: Most people compare the Zune to the Touch, but after seeing how slim and surprisingly small and light it is, I consider it to be a rather unique hybrid that combines qualities of both the Touch and the Nano. It’s very colorful and lovely OLED screen is slightly smaller than the touch screen, but the player itself feels quite a bit smaller and lighter. It weighs about 2/3 as much, and is noticeably smaller in width and height, while being just a hair thicker.

  3. Wow, amazing blog layout! How long have you been blogging for? you make blogging look easy.

  4. This is good info! Where else can if ind out more?? Who runs this joint too? Keep up the good work 🙂

  5. Way to focus and straight to your point, i love it. Keep up the work people. Dont let anyone stop us bloggers.

  6. You make blogging look like a walk in the park! I’ve been trying to blog daily but I just cant find writing material.. you’re an inspiration to me and i’m sure many others!

  7. I would like to start my own blog one day. This was a really nice blog that you made here. Keep up the success 😛

  8. Keep focusing on your blog. I love how we can all express our feelings. This is an extremely nice blog here 🙂

  9. Dreamin. I love blogging. You all express your feelings the right way, because they are your feeling, focus on your blog it is great.

  10. Place your trust in God and retain your powder dry.

  11. Amazing freakin blog here. I almost cried while reading it!

  12. Way to focus and straight to your point, i love it. Keep up the work people. Dont let anyone stop us bloggers.

  13. You make blogging look like a walk in the park! I’ve been trying to blog daily but I just cant find writing material.. you’re an inspiration to me and i’m sure many others!

  14. Love the blog here. Nice colors. I am definitely staying tuned to this one. Hope to see more.

  15. Love the blog here. Nice colors. I am definitely staying tuned to this one. Hope to see more.

Leave a Reply to GHD IV Styler Cancel Reply

Email (will not be published)