Yahoo sells live NFL ads after prices drop


Yahoo has secured around 30 advertisers for its worldwide live broadcast of Sunday’s NFL game between the Buffalo Bills and the Jacksonville Jaguars, the league’s first-ever internet-only global broadcast.

The company sold its inventory for free live streaming, with sponsors such as Toyota, Citi, Microsoft, and American Express, after slashing the advertising rates it initially charged from $ 200,000 per 30-second spot to around 50. $ 000 each, according to a Sports Business Journal report following a Reuters precedent mail moving.

Yahoo, which describes the live NFL broadcast as a “trial run,” pays the NFL about $ 20 million for the broadcast rights to the game, The New York Times reported. (Yahoo declined to confirm the numbers.)

The October 25 NFL International Series game between the Bills and Jaguars from Wembley Stadium in London will be available at as well as via Yahoo’s Tumblr. The game kicks off at 9:30 a.m. ET – the U.S. market start time is one of the reasons the NFL TV partners were less than eager to make an offer – after a scheduled pre-game show from 8 a.m. to 9:30 a.m. ET. .

Lisa Utzschneider, chief revenue officer for Yahoo, said the live broadcast of the NFL gave brands a unique opportunity to reach millions of consumers by listening to popular programs on a range of devices.

“At Yahoo we have a deep heritage in the sport – we’ve been in fantasy football for over 16 years, so it fits perfectly into our wheelhouse,” she said. “What marketers get excited about is that this is a global live stream. We have a billion users, and they’re excited to see how this trial goes and to be able to connect with fans around the world.

Yahoo’s webcast on the NFL comes after the company posted lower-than-expected third-quarter profits on Wall Street. It revealed a $ 42 million depreciation for “Community” and two other long-running original scripted series, with CFO Ken Goldman telling analysts Yahoo “didn’t see a way to make money over time.” on the content.

Advertisers signed up for the NFL live stream from Yahoo include: American Express, Applebee’s, Arby’s, Bose, Burlington Stores, Cadillac, Chrysler, CiCi’s Pizza, Citi,, Dairy Queen, Danone Nations Cup, , Emirates Airline, Esurance, KFC, Kohl’s, Lincoln, Microsoft, Nationwide, Papa John’s, Redd’s Apple Ale, Snickers, Subway, T-Mobile, Totino’s and Toyota.

Dairy Queen is the sponsor of the pre-game show, which will feature Yahoo’s fantasy sports figures discussing Katie Couric’s live interview with former Bills QB Jim Kelly. Toyota will sponsor the halftime show on Yahoo.

According to Utzschneider, advertisers can select global or US audience targeting only. In addition to live streaming, the company will provide advertising partners with demographic and audience data for retargeting display, video, native and search ads on Yahoo properties.

Sunday’s Bills-Jaguar TV show will be produced by CBS. The game will be televised only in the team’s local markets through CBS affiliates WIVB in Buffalo and WTEV in Jacksonville, Florida.


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