Netflix has snagged some Christmas NFL games, but advertisers are skeptical about the move. The streaming giant is trying to sell ad spots for games between the Kansas City Chiefs and the Pittsburgh Steelers, and the Baltimore Ravens and the Houston Texans on December 25, 2024. However, with a hefty price tag of up to $400,000 for a 30-second slot and a requirement to buy ad space across other Netflix properties, advertisers are hesitant.
The early pushback raises an interesting question: can there be too much NFL on TV in an era where sports broadcasts draw large crowds? Major League Baseball faced similar challenges with Sunday games, leading them to partner with Roku. Similarly, ESPN sub-licensed College Football Playoff games to Warner Bros. Discovery to maximize monetization.
The NFL’s “Thursday Night Football” has reshaped ad markets by offering premium mid-week viewing experiences. This strategy forced advertisers to reconsider costly Super Bowl ads in favor of more affordable Thursday night slots. The NFL has been innovative in expanding its game offerings beyond traditional networks, tapping into streaming platforms like Amazon Prime Video and NBCUniversal’s Peacock.
Despite this trend, the streaming advertising market isn’t quite ready for the influx of live sports events. As leagues explore new ways to engage viewers and create more ad inventory, TV networks face steep rights fees negotiations with current rights-holders like Disney, Warner Bros. Discovery, Amazon, and NBCU.
In summary, while Netflix’s venture into streaming NFL holiday games is bold and ambitious, convincing advertisers might prove challenging. The landscape of sports broadcasting is evolving rapidly as leagues explore unconventional partnerships and new revenue streams through digital platforms. Only time will tell if Netflix’s gamble pays off or if advertisers will throw a flag on this festive football extravaganza!