The halftime show for this season’s edition of “Thursday Night Football,” which will air on CBS, NBC and NFL Network at various points in the season, will be sponsored across all three networks by Lexus, Variety reports.
CBS and NBC each have rights to five of the NFL telecasts this season, with NFL Network to simulcast all of the games.
“The arrangement highlights the unusual nature of the program, which has run on CBS and NFL Network for the past two seasons,” Variety notes. “’Thursday Night Football’ will switch broadcast networks halfway through its run in the fall of 2016, and one of its main advertisers will move with it (two different advertisers are expected to sponsor the program’s post-game segment). While the NFL clearly has its own arrangements with advertisers, in many cases the network doing the broadcasting has direct control over selling pre-game, post-game and halftime ad berths.”
Lexus is on board as halftime sponsor for its fifth season, but it will be the first time that sponsorship extends across three networks.