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Volume 26 No. 178
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NFL Ad Sale Prices Up 5-10% After Being Down In '18

NFL ad pricing has "rebounded after last year's drop, as buyers report that the average unit cost of a 30-second in-game spot" bought in the '19-20 upfront is up 5-10% from last year, according to Anthony Crupi of AD AGE. One of the "most expensive buys" this season is for the Cowboys-Patriots game "set to air in Fox's national Sunday afternoon window on Nov. 24." The average cost of a 30-second spot in this "rare meeting between America's Team and the defending Super Bowl champs is north of $800,000 a pop." Media partners CBS, Fox, NBC and ESPN are "holding back inventory for what is expected to be a powerhouse scatter market." All four nets "nailed down" more than $2B in regular-season upfront commitments. Buyers said that the "usual suspects will return to the NFL this year, as there were very few defections during the upfront sell-off." Fans can expect a "barrage of in-game creative" from the likes of Verizon, Geico, Toyota and more (ADAGE.com, 9/6).