This Is the Streaming Era for NFL Football
Pre-season NFL football is full fury this week, and with it new, multibillion-dollar TV deals take place that will impact the NFL TV landscape for the foreseeable future and beyond.
AdAge said that the TV deal will provide “new opportunities for audience targeting, e-commerce and consumer interactivity.” Amazon has become a big player securing the rights to Thursday Night Football. The ratings may be lower, but most agree the e-commerce tie-ins are the future of the football franchise.
While most will still be able to watch NFL on regular TV outlets, this new deal opens up the door to all streaming services. Sunday Night Football will air on both NBC and the streaming service Peacock. The streaming option allows for more pre- and post-game content and a more immersive experience for fans of all ages. CBS will be streaming games on Paramount+.
This points out that streaming services, just like broadcast networks and local TV channels, need content to survive and attract audiences. The difference now is that direct-to-consumer opportunities have never been so available. For brands, the NFL has never had so many prospects for marketing or the low-cost access through streaming advertising. How inventory will be made available to advertisers is still being worked out and negotiated. Media buys will need to include more than ratings and shares to determine audience reach and effectiveness.
All the combined TV deals with expanded coverage for streaming services will run through the 2033 season. By then, most of the networks will have learned how this new streaming game will need to be played. However, one sure bet in this NFL season is that the TV world has been disrupted.
Mark Mathis III is chief creative & strategy officer, partner and cofounder of AMPERAGE Marketing & Fundraising.