Ad Sales Going Well Early For NFL’s Television Partners
A-B VP/Global Media & Sports Marketing Tony Ponturo said that the company is in
negotiations for ad packages on NBC’s “Sunday Night Football” broadcasts and ESPN’s
“MNF” games, according to Jon Lafayette of TVWEEK. NBC last week signed Toyota
as presenting sponsor of its Sunday night NFL pregame show. Mike Law, Associate
Group Dir of media buyer Carat USA, said NBC is “trying to get a higher price”
than ABC did for “MNF” last year, but that the network is “setting a realistic
audience estimate” of 12-13 million. Law: “Their initial asking price was high
and we thought it would be. It’s obviously a negotiation.” Law added that it is
“likely his [‘MNF’] clients would move to NBC ... where ratings are expected to
be similar.” But Law said, “It’s football money, so there’s no reason why that
[‘MNF’] money couldn’t move to Sunday afternoon. It could be Fox or CBS money
too.” An ESPN/ABC Sports exec said the net was about 40% done with “MNF” renewals.
Meanwhile, Lafayette reported CBS “also has closed several deals” for its regular-season
NFL games, and the network is “seeking an increase over the $2.5[M] per spot”
ABC got for last season’s Super Bowl. CBS Sports Exec VP/Sales & Marketing John
Bogusz said, “It’s still early, but we have done some multiyear deals in the beer
and auto categories.” Bogusz added that price increases are “in the mid to high
single-digit range” (TVWEEK,
5/15 issue).
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