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Marketing and Sponsorship

Ad Sales Revenue Growing For NFL's TV Partners, With Daily Fantasy A Big Factor

The NFL's TV partners "are reaping the benefits of football's unwavering popularity, raking in" nearly $1B in aggregate ad-sales revenue as ratings "continue to climb," according to iSpot.tv estimates cited by Anthony Crupi of AD AGE. Estimates show that the five NFL broadcasters -- CBS, NBC, Fox, ESPN and NFL Network -- "thus far this season have generated a staggering" $942.5M in in-game ad sales, up from $936M in the year-ago period. The '14 season kicked off a week earlier than this year's. Among the companies spending the most on advertising during NFL games thus far this season are FanDuel with $44.1M, Verizon with $33M and DraftKings with $31.2M. Together, the two daily fantasy sports operators "have plunked down" $75.3M. It "remains to be seen if FanDuel and DraftKings will look to maintain a lower profile" in light of a joint DOJ/FBI investigation into the legality of daily fantasy. Currently, their "combined NFL spend overshadows that of the three top auto sponsors," with Toyota, Chevrolet and Ford combining to spend $66.3M. Meanwhile, the top NFL broadcast sponsors in the QSR/fast food category are "McDonald's, Subway and Wendy's." Leading the pack "among brewers are Corona, Bud Light and Michelob, while the top insurance sponsors are Geico, State Farm and Nationwide" (ADAGE.com, 10/16).

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