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THE NFL IS IN A LEAGUE OF ITS OWN WHEN IT COMES TO TV
Published June 15, 1995
When it comes to TV viewership, "other sports just can't compete" with the NFL, according to an analysis of the sport in the current ADWEEK. Glenn Macnow writes, "The game practically sells itself. The product is so good, the demographics so strong, that the best way to broadcast the NFL is just to turn on the cameras and stay out of the way." Weeks before the NFL selling season opens, sources from the five nets that carry the league predict ad rates 15-20% above '94. Factors cited: Increased competition among advertisers, last year's high ratings, Fox's "strengthening" in many markets, and residual effects of the baseball strike. Fox President of Sales Jon Nesvig: "It could be the best market since 1975-76." Sources say TNT has raised rates about 20%, putting the cost of a 30- second spot on the smallest network carrying the NFL at around $75,000. Fox looks to benefit from last year's "wait-and-see" strategy, which allowed sponsors to sign on for one year rather than the usual four-year deals. Given the market, one media buyer predicted Fox "will now go after people hammer and tong." Fox typically charged $110,000 per 30-second last year. The '95 season should also be "profitable" for NBC, which has rights to Super Bowl XXX as well as the L.A. market to itself with the Rams gone (ADWEEK, 6/12 issue).