Fox huddles up with Verizon, Toyota for key ‘Thursday Night Football’ sponsorships | Advertising

With just two weeks to go before the National Football League season kicks off, it is of course far too early to hazard even an educated guess as to which team will hoist the Lombardi Trophy come February. Given the recent realignment of one of the key primetime rights packages, however, it's all but a given as to which TV network will rake in the most ad sales revenue during the regular season.

In the lead-up to its spring upfront presentation, Fox executives projected that the addition of “Thursday Football” to its Sunday football portfolio would give it control of a little more than 40 percent of the NFL gross ratings points that will be in play during the regular season. The math checks out; including its 11 Thursday night games and the massive reach that is the Sunday afternoon “America's Game of the ” showcase, Fox this season will broadcast no fewer than 20 national NFL windows, along with a 17-week slab of regional coverage. No other NFL media partner comes close.

While “America's Game of the Week” remains the crown jewel in Fox's NFL treasure chestthe package last season averaged 23 million viewers and a 13.0 household rating, making it TV's most-watched, highest-rated program for the ninth straight yearthe network hasn't exactly struggled to shift units in its “Thursday Night Football” schedule. Of particular interest were the newly-available marquee sponsorships for the Thursday night pregame and halftime shows, premium positions that were snapped up by Verizon and , respectively.

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