SBD/June 30, 2014/Media

NFL Working To Deliver More Highlights Through Twitter's Amplify Program

The NFL is “huddling with Twitter to score more highlights and exclusive game coverage on the social site through its Amplify program, which lets brands share in-tweet video clips,” according to Garett Sloane of ADWEEK. The league’s move to “re-up on Amplify is a testament to Twitter’s second-screen strategy, which is quickly becoming a companion” to live TV. The NFL last season was “among the early partners on Twitter Amplify.” NFL VP/Digital Media Business Development Vishal Shah said that the league is “in negotiations to broaden its presence and expand exclusive material -- more video, photos and audio.” He added that the NFL’s videos “were clicked on 4.5 times more than the average Amplify partner’s messages.” Shah said that up to 30 million consumers "interact with the NFL via Twitter, with videos commanding a 5 percent view rate, rising in the off-season to the high single-digits.” Sloane notes NFL contracts with other distribution partners last year “only allowed for sharing in-game highlights from Thursdays on Twitter.” The NFL this year "may be able to show Sunday coverage close to real time.” A source said that the NFL “commands the most ad money on Twitter of any Amplify partner -- a list that includes the NBA, The Weather Channel and the BBC.” Last year, McDonald’s, Verizon and Microsoft “paid seven figures each to sponsor the NFL’s Amplify videos and to promote the tweets” (ADWEEK, 6/30 issue).
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