Advertising in the unprecedented 2020 NFL season

Ask anyone about the state of the world right now and you’ll probably get a lot of words like “chaotic” and “dumpster-fire” as descriptors. There’s no doubt that a lot is going on right now and many people are turning to professional sports for entertainment. But viewers aren’t the only ones rejoicing over the return of the NFL, the advertising industry is too.

After months of disruption due to the pandemic and civil unrest, brands are looking forward to increases in TV ratings. Because of a lack of new scripted content and some college sports leagues postponing, many brand have decided to move ad spending to the NFL. Brands looking to reach mass audiences during these unprecedented times are relying on the NFL to meet their goals. The NBA restarted their season during the pandemic and the MBL was able to start theirs later than usual, but the NFL is the first to come back on time for its regular season.

“This year, the return of the NFL matters more than ever,”

Rachel Ferdinando, Frito-Lay Chief Marketing Officer

The season opening game between the Chiefs and the Texans was major indicator of just how important the return of the NFL was for the advertising industry. NBC claimed that they sold out of ad space for the season opener and a 30 second commercial ended up costing $900,000. For comparison, in the 2019-2020 season, a 30 second ad spot during Sunday Night Football would cost an advertiser around $700,000.

Looking to the Future

With very few stadiums allowing fans to purchase tickets with COVID-19 restrictions, advertisers are providing new, digital experiences that bring the fans closer to the game. Bud Light introduced the Showtime Cam which gives fans a chance to interact with players with the help of Twitter and an in-stadium digital screen. Digital experiences like the Showtime Cam beg the question, is this where the future of viewership is headed? And will we return to our normal activities like watching a game at the stadium even after the pandemic is over?

As we look to the future, its possible that we may see the NFL season cut short if there is a severe spike in COVID-19 cases or if the country returns to “lockdown.” It’s unclear what this would mean for the advertising industry but it certainly would test their ability to adapt. SVP of Ketchum Sports, Patrick Wixted said it perfectly, “You have to listen and be flexible and ready to shift and change at a moment’s notice. The only thing that’s consistent is inconsistency right now.”

Learn More

• Advertisers Flock to N.F.L. Broadcasts as a ‘Safe Haven’
• Advertisers scramble for backup plans ahead of NFL season kickoff
• Bud Light unveils ‘Showtime Cam’ for NFL fans on Twitter

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