Besides opting to convert your entire salary into bitcoins or cartoon monkeys, there is perhaps no financial strategy more hostile to the life of the average CMO than staying out of the NFL advertising market. While even deep-pocketed brands aren’t immune to Sunday sticker shock, the cost of reaching TV’s largest consumer base is slightly less than trying to chase those impressions across the landscape. primetime entertainment.
According to pricing data from the Standard Media Index, the average cost per thousand impressions (CPM) of a 2020 regular season NFL broadcast was $75, a figure slightly lower than the average primetime CPM (77 $). So while marketers that year paid around $785,000 for each 30-second unit in NBC Sunday night footballthe gain in deliveries more than justified the expense.
In other words, you can buy Williams Sonoma’s $2,700 espresso machine that will last the rest of your natural life, or you can come back to Target every 18 months or so to buy another $21 Mr. Coffee. that will wake you up in the morning. the cup tastes like someone melted a brown pencil in a cup of hot water. It’s good to have options.
For those committed to going down the luxury juice go-go route, the following is a list of the five most essential matchups of the fall NFL campaign. Whether you’re using a talking lizard to trick people into bailing out their current auto insurance policy or trying to improve your market share in the boozy-seltzer category, these games are almost guaranteed to serve up the bang-to. – the most favorable. value for money.
Top 5 NFL broadcasts projected in 2022
1. Giants at Cowboys (Fox Thanksgiving Day window, Nov. 24) 38.7 million viewers, 12.9 HH ratings
Watching the Dallas Cowboys on TV after fueling up for Thanksgiving dinner is an American tradition like no other, and the cost of tapping into the nation’s psyche just hours before the Black Friday carnage begins. is, as expected, expensive. With an average unit cost for an in-game spot of around $1 million, Fox can expect to walk away from the table with around $80 million in gross ad sales revenue.
Last year’s overtime thriller on CBS averaged 40.8 million viewers (Nielsen’s late revision of its outdoor viewing estimates pushed the total up from the original tally of 38.3 million), which marked the highest TV attendance for an NFL Thanksgiving game. This time around, Fox has a rarity on his hands as the Giants head to Jerry World for what equates to just 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 rival who hails from the No. 1 media market makes this an unmissable opportunity for marketers. looking to move plasma TVs and Apple gadgets the next morning.
The last time the Giants visited Dallas on Thanksgiving was in 1992, when Coach still averaged 23 million viewers per episode on ABC. At the time, the New York-Dallas showcase was the second most-watched holiday game on the books, as CBS averaged 33.8 million viewers. Deliveries dropped significantly in the fourth quarter, after a touchdown pass from Troy Aikman took Dallas 30-3. Take out Ray Handley.
2. Bills at Chiefs (CBS National Window, October 16) 26.8 million viewers, 14.2 HH ratings
It’s irrational to expect these two teams to get over their delightfully bonkers encounter in last season’s division game, but a whole bunch of people hoping to see lightning strike twice will tune in, the odds are damned. . To recap, the final two minutes of this Jan. 22 battle featured a 25-point run and three lead changes, as Josh Allen and Patrick Mahomes re-enacted the Manning-Brady battles we watched from 2001-2015. only the game set the stage for what promises to be a classic quarterback rivalry, but it also went a long way in helping the AFC emerge from the looming shadow cast by that other conference.
The AFC has become the hottest ticket on sports television thanks to a stable of young arms that also includes the likes of Joe Burrow, Justin Herbert, Lamar Jackson, Trevor Lawrence and the relatively grizzled Russell Wilson. As the networks held their annual courtship rituals with NFL schedule mavens, demand for AFC games was so high that Fox managed to land four of its top five NFC demands, missing only the draw. fate Bucs-Cowboys. (NBC ensnared the Brady-Prescott shootout, which kicks off the regular encounter Sunday night football schedule on September 11.)
Kansas City last season was the NFL’s third-most-watched team on national television, averaging 20 million viewers over its 11 windows. CBS’ playoff broadcast spooked 42.7 million viewers and a 21.7 rating, with viewership peaking at 51.7 million during overtime. Telecom, wireless, and insurance brands will want to get in on this game, which coincides with the start of the 20-week period in which U.S. consumers are spending an estimated $300 billion more than they care. do during the eight-month period 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 on the road 34-24 thanks to Aaron Jones’ four touchdowns. The Fox show averaged 24.6 million viewers, a number that reflects a major disconnect in the fourth quarter. (The Packers led 34-17 with seven minutes left.)
This was Fox’s main request, though the network’s mastermind has a number of alternate slates in its pocket as a sort of insurance policy in case Aaron Rodgers chooses to take his talents elsewhere. The four-time MVP announced he will return to Green Bay for the 2022 season on March 8.
The Cowboys and Packers have appeared on eight of the 10 most-watched NFL shows of 2021, and this mid-November meeting has all the hallmarks of a monster turnout. That said, even this sure thing may not top Fox’s Week 12 Rams-Chiefs game, which caps off an unprecedented four-day weekend of live sports. For those keeping score 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 doubleheader. of the NFL. Fox Sports boss Eric Shanks has phoned to request the late domestic window slot for the World Cup draw in Doha, Qatar.
4. Chiefs at Buccaneers (NBC’s Sunday night footballOctober 2) 25.7 million viewers, 13.4 HH ratings
It was supposed to be a passing of the torch ceremony, but the wily old vet refused to play his assigned role. Tom Brady won his seventh Super Bowl ring in 2021, after a night that saw him connect on 21 of 29 passes for 201 yards and three touchdowns. Brady’s 125.8 passer rating eclipsed Patrick Mahomes’ 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 the seventh if you count their next golf outing on June 1 on Turner Sports. (Note: You shouldn’t.) Brady holds a 3-2 lead in head-to-head matchups, and given the ups and downs of the NFL’s rotating schedule, this could very well be the last time fans can take part in this battle. of generations. Scarcity is a TV executive’s best friend, and sooner or later, even the ageless Brady will have to snag it and slip into Fox’s broadcast booth. Miss that and you might miss a piece of history.
5. Buccaneers at Cowboys (NBC’s Sunday night footballSept. 11) 25.3 million viewers, 13.3 HH ratings
Using your keyboard shortcuts, run a find-and-replace search for all references to “Mahomes” and “Kansas City” in the paragraph above and below in “Prescott” and “Dallas”. The Cowboys are 0-6 against Brady because feasting on much younger men’s prospects and eating weird food is what keeps him in peak physical condition. (Tom Brady is basically just Football Dracula; only he can see himself in the mirror.) In Game 1 last year, Brady threw for 379 yards and had four touchdowns in a 31- 29. After the match, Brady complained that he needed to “clean up” his act (he was picked twice), deeming the effort “far from perfect”. That’s what makes Brady Brady and what makes this game a must watch.
Although initial rates were not disclosed, historical precedent suggests that advertisers looking to get in on the action should be prepared to part with more than $900,000 for every 30 seconds of airtime. . For those who prefer to introduce unnecessary complications into their lives, feel free to spread the same amount of money over 50-60 units on the basic cable. Buy enough inventory in shows about ghost bakeries and psychic pets and 745-pound wedding planners, and you’ll eventually manage to DIY an equal number of prints. We are not here to judge.