Super Bowl: $ 200,000 per game. second ad

Status: 13/02/2022 12:05

Football is the king of viewership on American television. Viewership – more than 100 million for today’s Super Bowl – drives TV rights and commercial prices up. The NFL League is strategically working to keep it that way.

By Katrin Brand, ARD Studio Washington

On the evening of January 30, 61 million people in the United States had a severely increased heart rate. In the battle for Super Bowl participation, the Cincinnati Bengals caught up with an 18-point deficit, and in overtime, they actually overtook the Kansas City Chiefs to the finals. 61 million viewers at the top, 48 million on average: The television station CBS could be very happy with that, but above all the NFL football league.

TV deals for $ 110 billion

Football is and will always be king in the American media. Among the 100 most-watched programs last year were 75 football broadcasts. Number one is and remains the Super Bowl, and so last year the NFL was able to earn amazing sums on the new contracts with the television networks: $ 110 billion for eleven years.

New: The Amazon platform. It will soon broadcast Thursday’s matches. Amazon pays about a billion dollars a year for the 17 Thursdays. That the NFL chose Amazon could cost viewers, says Ben Fischer of “SportsBusinessJournal.” But: “They can accept a short-term drop in reach and prices for advertising to bring Amazon into the mix in the long run and build Amazon into a competitor that will one day fight TV stations for full broadcast rights.”

Six million for a commercial

It’s all refinanced primarily through advertising. The 30-second seat on popular Sunday football costs about $ 800,000. The Super Bowl now costs $ 6 million in 30 seconds. In light of the huge number of viewers, many large companies want to be present.

The next generation of viewers will not miss the NFL either: “Touchdown for the San Francisco 49ers!” And tons of green slime spills out of four cannons across the field, pretty much of course – watching the children’s channel Nickelodeon. Real football, edited to be understandable and full of cool picture ideas. In mid-January, 1.3 million people wanted to see it.

It’s not much in comparison. But the NFL will now tie the kids to itself, says journalist Fischer. “The very idea of ​​watching something at 1am because it is, when it happens, instead of watching it on YouTube whenever you want, it’s really weird for a 13-year-old today.” So those habits do not come naturally, and that’s a really big strategic concern for the NFL.

German market targeted

And the NFL has another market stuck in its sights: Germany. “We’re going to Munich this season – 2022 -” NFL boss Roger Goodell announced Wednesday. Frankfurt is also on the train. Two matches in Munich, two in Frankfurt – over the next four years. The NFL is looking forward to it. The German market is still small – if nothing else because of the time difference. But he is growing.

The NFL has repeatedly been declared dead: the head injuries and their long-term effects, the sexual assaults in some teams, the way critical athletes like Colin Kaepernick are treated. But now, in the wake of the pandemic, the hunger for football seems greater than ever. This time, the Super Bowl could once again attract more than 100 million viewers and break all records, if only because of the halftime show featuring Eminem, Mary J. Blige, Snoop Dog and others.

Odds King Football – the media power of the American professional league NFL

Katrin Brand, ARD Washington, February 9, 2022 at. 9:39

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