Aside from deciding to turn your entire salary into bitcoin or monkey cartoons, there might be no financial strategy more detrimental to the average CMO’s durability than sitting out the NFL ad market. While even well-funded brands aren’t immune to the Sunday sticker shock, the cost of reaching television’s largest audience is slightly less than trying to chase those impressions across the primetime entertainment landscape.
According to Standard Media Index pricing data, the average cost per thousand impressions (CPM) of a 2020 NFL regular season broadcast was $75, a figure slightly below the average prime-time CPM ($77). lay. While marketers paid about $785,000 upfront for each 30-second unit on NBC’s this year Football on Sunday nightthe payment in deliveries more than justified the effort.
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In other words, you can buy the $2,700 Williams Sonoma espresso machine that will last the rest of your natural life, or you can come back to Target every 18 months or so for another $21 Mr. up cup taste like someone melted a brown crayon in a cup of hot water. It’s nice to have options.
For those committed to going the deluxe go-go juice route, here’s a list of the five must-have matchups from the NFL fall campaign. If you’re using a talking lizard to trick people into saving their current auto insurance policy, or trying to gain market share in the boozy seltzer category, these games are almost guaranteed to offer the best bang-to-buck ratios.
Top 5 Scheduled NFL Shows in 2022
1. Giants at Cowboys (Fox Thanksgiving Day window, November 24) 38.7 million viewers, 12.9 HH rating
Watching the Dallas Cowboys on TV after Thanksgiving dinner is an American tradition like no other, and the price of penetrating the nation’s psyche just hours before the Black Friday carnage begins is predictably high. With an average unit cost for an in-game spot of about $1 million, Fox can expect to roll off the table with about $80 million in gross income from ad sales.
Last year’s overtime thriller on CBS averaged 40.8 million viewers (Nielsen’s late revision of its out-of-home estimates brought the total up from its original 38.3 million), making it the largest television attendance for a Thanksgiving NFL game. Fox has a rarity on hand this time, as the Giants will invade Jerry World for only their fourth Turkey Day appearance of the Super Bowl era. While the days of Eli Manning are a fading memory, the inclusion of an NFC East competitor hailing from the #1 media market makes this an unmissable opportunity for marketers looking to move next-morning plasma TVs and Apple gizmos .
The last time the Giants visited Dallas for Thanksgiving was in 1992, back then Coach still averaged 23 million viewers per episode on ABC. At the time, the New York-Dallas Showcase was the second most-watched Christmas play on the books, as CBS averaged 33.8 million viewers. Deliveries fell significantly in the fourth quarter after a touchdown pass from Troy Aikman propelled the score to 30-3 for Dallas. Leave Ray Handley.
2. Bills at Chiefs (CBS National Window, Oct. 16) 26.8 million viewers, 14.2 HH rating
It’s irrational to expect these two teams to top their wonderfully insane clash in last season’s Divisional Round Matchup, but a whole bunch of people hoping to see the Flash twice will be damn tuning in. To recap, the final two minutes of this Jan. 22 fight featured a 25-point run and three lead changes as Josh Allen and Patrick Mahomes recreated the Manning-Brady fights we followed from 2001-2015. Not only did the game set the stage for a classic quarterback rivalry, but it also went a long way in helping the AFC emerge from the looming shadow of this other conference.
The AFC has become the hottest ticket on sports television thanks to a stable of young guns that also include Joe Burrow, Justin Herbert, Lamar Jackson, Trevor Lawrence and the relatively grizzled Russell Wilson. As the networks conducted their annual courtship rituals with the NFL’s schedulers, demand for AFC games was so great that Fox managed to land four of its top five NFC requests, missing only the Bucs Cowboys draw. (NBC caught the Brady-Prescott shootout that makes up the regular opener Football on Sunday night schedule on September 11.)
Kansas City was the NFL’s third most watched team on the national television stage last season, averaging 20 million viewers across the 11 windows. CBS’ playoff broadcast startled 42.7 million viewers and a 21.7 rating, with overtime viewership peaking at 51.7 million. Telecom, wireless and insurance brands will want to get into this game, which coincides with the start of the 20-week period in which American consumers spend about $300 billion more than they did in the eight months between January and August.
3. Cowboys at Packers (Fox National Window, November 13) 26.3 million viewers, 13.7 HH rating
The NFL’s two biggest draws face off for the first time since 2019 when Green Bay beat Dallas 34-24 on the road thanks to Aaron Jones’ four touchdown runs. Fox’s show averaged 24.6 million viewers, a number reflecting a significant fourth-quarter shutdown. (The Packers were up 34-17 with seven minutes on the clock.)
That was Fox’s main question, although the network’s Brain Trust had a number of alternative lists up its sleeve as a sort of insurance policy in case Aaron Rodgers decided to pursue his talents elsewhere. The four-time MVP announced he would be returning to Green Bay for the 2022 season on March 8.
The Cowboys and Packers appeared on eight of the top 10 most-watched NFL shows in 2021, and this mid-November meeting has all the hallmarks of monster involvement. That means even that safe bet might not top Fox’s Rams Chiefs game in Week 12, which caps an unprecedented four-day weekend of live sports. For those scoring points at home, Fox’s broadcast schedule during the long Thanksgiving break includes the Giants-Cowboys game, the USA-England World Cup game on Black Friday, Michigan-Ohio State on Saturday and the NFL doubleheader. Fox Sports boss Eric Shanks booked by phone for the late national timeslot seat from the World Cup draw in Doha, Qatar.
4. Chiefs at Buccaneers (NBC’s Football on Sunday nightOct. 2) 25.7 million viewers, 13.4 HH rating
It was supposed to be a torch passing ceremony, but the wily old vet refused to play his assigned role. Tom Brady earned his seventh Super Bowl ring in 2021 after a night in which he hit 21 of 29 passes for 201 yards and three touchdowns. Brady’s passer rating of 125.8 eclipsed Patrick Mahome’s 52.3; The Kansas City QB went without a touchdown pass for the first time since September 2019 and threw two interceptions.
This will be the sixth meeting between the GOAT and the 26-year-old, or seventh if you count their upcoming June 1 golf outing at Turner Sports. (Note: You shouldn’t.) Brady leads 3-2 in head-to-head matches, and given the vicissitudes of the rotating NFL schedule, this may be the last time fans will be able to attend this fight for generations . Scarcity is a TV executive’s best friend, and sooner or later even the ageless Brady will have to retire and slip into the Fox booth. If you miss this, you may be missing out on a piece of history.
5. Buccaneers at Cowboys (NBCs Football on Sunday nightSeptember 11) 25.3 million viewers, 13.3 HH rating
Using your keyboard shortcuts, do a find-and-replace search for all references to “Mahomes” and “Kansas City” in the paragraph above and sub in “Prescott” and “Dallas.” The Cowboys are 0-6 to Brady because he’s feasting on the hopes of much younger men and eating weird foods that keeps him in peak physical condition. (Tom Brady is basically just Football Dracula; only he can see himself in the mirror.) In last year’s opening game, Brady threw for 379 yards and hit four touchdown passes in a 31-29 win. After the game, Brady grumbled about having to “clean up” his act (he was picked up twice) and judged the effort “far from perfect”. What makes Brady Brady and what makes this game a competitive game.
Although upfront payments have not been disclosed, historical precedent suggests that advertisers wishing to participate in the promotion should be prepared to part with more than $900,000 per 30-second airtime. For those who prefer to introduce unnecessary complications into their lives, you can allocate the same amount of money to 50-60 units on basic cords. Buy enough inventory on shows about ghost bakeries and psychic pets and £745 wedding planners, and you’ll eventually manage to cobble together an equal number of impressions. We are not here to judge.
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