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Sensor Tower · Abraham Yousef · September 2023
The Digital Shift in NFL Broadcasting: How Streaming Platforms Are Pioneering Sports Advertising
This analysis focuses on the impact of Google's acquisition of NFL Sunday Ticket rights on the advertising and broadcasting landscape of the NFL. The move to digital platforms like YouTube TV offers new monetization opportunities and could attract partnerships with other sports leagues.
Key Takeaways:
YouTube’s Rising Dominance: Google's YouTube acquisition of the NFL Sunday Ticket rights further accelerates the declining stature of traditional cable and accentuates the shift towards streaming. This makes the Media & Entertainment category the largest category for NFL ads, accounting for a whopping 60% of the advertising landscape in the month leading up to the NFL kick off
Google-Verizon Partnership: Leveraging YouTube's exclusive rights for NFL Sunday Ticket, the two giants collaborated to dominate NFL-themed ad impressions, comprising nearly 70% of all impressions, with Verizon promoting the YouTube package to customers through select offers
'Sunday Ticket' Buzz: As the 2023 NFL season approached, the term 'Sunday Ticket' not only dominated the ad space but also captivated audiences, racking up a staggering 2.8 billion impressions in the US alone in the month leading to the season's inaugural game, the highest across all related NFL ads
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Written by: Abraham Yousef, Senior Insights Analyst
Date: September 2023