The AFL scored its "best TV deal yet, signing a
contract with TNN that will give the league its first
regular weekly primetime exposure," according to John
Dempsey of DAILY VARIETY. Starting this April, TNN will be
cablecasting a live schedule of Thursday night games
throughout the 14-week regular season. Sources said the new
TV deal "will end up funneling about" $25M to the AFL over
the next three years. Other sources state that TNN has
"promised the AFL that it will engineer a massive marketing
campaign across all CBS platforms, including the cable
network Country Music TV." The AFL will also continue its
relationship with ABC/ESPN for regular TV coverage. TNN
will sell the ad time "not only on its own network's AFL
games, but also on the ESPN and ABC telecasts," and Dempsey
writes that the AFL will "in effect" have a time-buy on ESPN
and ABC. When "advertising revenues reach a specific,
undisclosed amount, TNN and the AFL will share in the ad
dollars above that total." TNN signed a three-year deal,
with two additional one-year options, while the ABC/ESPN
deal is for one year, with a one-year renewal option (DAILY
VARIETY, 11/23). The league "couldn't say specifically how
teams would benefit" financially from the deal. Pilson
Communications President Neal Pilson, a TV consultant to the
league: "In terms of promotional value, in terms of
exposure, we value this in the area of $25 (million) over
three years. I don't think we're willing to break it down
any farther." TNN's deal is non-exclusive, so another net
could bid to show additional regular-season games at a time
other than TNN's broadcasts (Albany TIMES UNION, 11/23).
STRONG MARKET APPEAL FOR TNN: The HOLLYWOOD REPORTER's
Stephen Battaglio adds that the AFL "partially fills a
programming gap on TNN that will be created when NASCAR
leaves the network." AFL games have "scored higher in
Southeastern and Southwestern cities that are traditionally
strong markets for TNN" (HOLLYWOOD REPORTER, 11/23).
