Disney Says ABC/ESPN NFL Draft Ad Slots Sold Out Last Week
Disney said that ad slots for its coverage of the NFL Draft on ABC and ESPN "sold out about a week ago," according to Brian Steinberg of VARIETY. Disney Ad Sales VP/Sports Revenue & Yield Management Jim Minnich said that the company has "secured about 30 new advertisers for the event, citing the addition of ABC to the package." He said that advertisers "know the broadcast network helps them reach 'a different audience.'" A source said that ABC is getting what execs feel are "primetime rates for commercials" on tonight's broadcast. The source added that the "average price for a 30-second slot is said to come in somewhere in the mid-$100,000 range." Advertisers in the Draft broadcasts this year "will include Home Depot and Goodyear, with Nissan, Mercedes, Metro PCS and Old Navy among those who will support the ABC broadcast." Marriott Courtyard "will be a presenting sponsor on ESPN" and Home Depot "will be a presenting sponsor on ABC." The Draft can "serve as a place to experiment with interesting advertising ideas" (VARIETY.com, 4/25).
GETTING IN THE GAME: NFL VP/Sponsorships & Partnership Management Tracie Rodburg said that 27 league sponsors "will be activating, the same amount" as last year's Draft in Dallas. in this week's SPORTS BUSINESS JOURNAL, Terry Lefton reports Dannon Oikos Triple Zero yogurt is the presenting sponsor of the NFL Draft Experience and first-year sponsor Caesars Entertainment is "using the event as client hospitality for 60 of its biggest customers." New sponsor Lowe’s is "providing infrastructure by helping to build the fan fest and draft stage." Marriott and Visa are teaming up on a "private hospitality area," and Procter & Gamble will again be "providing a 'style lounge' for draftees and families." Pepsi will be "providing oversized NFL helmets, now established as social media photo targets," and thousands of pizzas are being "provided by Pizza Hut for hungry staffers" (SPORTS BUSINESS JOURNAL, 4/22 issue).