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CBS Asking $5.5 Million For 30 Second Super Bowl Ad

“The Journal’s Alexandra Bruell writes that many agencies are asking for a way out of advertising commitments in the event that the Covid-19 pandemic makes it impossible to play the game.”

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CBS is keeping prices for Super Bowl advertising right around where they were last year. A thirty second ad will cost around $5.5 million for Super Bowl LV. FOX charged as much as $5.6 million for thirty seconds of air time during Super Bowl LIV and ended up netting $525.4 million in ad revenue.

According to The Wall Street Journal, CBS is making one new demand of advertisers. They will also have to pay to be on the digital stream of the game. That will cost an additional $200,000.

Advertisers are seeking protections. The Journal’s Alexandra Bruell writes that many agencies are asking for a way out of advertising commitments in the event that the Covid-19 pandemic makes it impossible to play the game.

“That is partly because the Super Bowl is so much bigger than anything else on TV, and commands so much more attention, that it would be hard for a TV network to make good on the lost ratings points for advertisers if the game wasn’t played.”

Leagues that have returned with a plan to play in a bubble have seen few to no Covid-19 cases and those seasons have largely resumed without a hitch. That hasn’t been the case with Major League Baseball, which not only isn’t using a bubble to isolate teams and players, but is having them fly to games and stay in hotels. Multiple players and team staff have contracted Covid-19, forcing several games to be postponed or cancelled. The NFL will also not use a bubble when its season begins next month. News out of the college football world is also likely giving advertisers pause, with four FBS conferences choosing not to play in the fall and multiple others pressing forward despite infections on teams and on campus.

Prices reported to the media are just a starting point in negotiations when a company commits to buying ad time during the Super Bowl. Even with some flexibility in price, several ad buyers told Bruell that they are advising clients to avoid the Super Bowl, or at the very least, wait until there is reason to believe the game is going to happen before committing.

“I’d be cautiously considering any Super Bowl investment with the uncertainty of sports and the marketplace,” Mediahub’s executive director of investment Carrie Drinkwater told Bruell. “To commit that amount of money to something that is an unknown seems at this time fiscally irresponsible.”

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Andrew Whitworth: Being on Amazon Prime Video Keeps Me Connected to Football

“I just finished this incredibly long football career, but I feel like I’m 18 years old and I just got a fake ID and I can go to a club.”

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Andrew Whitworth
Courtesy: Jason Hanna, Amazon Sports

After 16 seasons in the NFL, Andrew Whitworth is officially retired from playing the game, but he is still very much around the gridiron as a member of Amazon Prime Video’s Thursday Night Football studio broadcast team.

Whitworth is on-site at the games every week behind the desk as an analyst on TNF Tonight where he provides his insight and expertise regarding the action on the field. The four-time Pro Bowler is situated alongside Tony Gonzalez, Richard Sherman, and Ryan Fitzpatrick, along with host Charissa Thompson.

In a recent interview with Yahoo Sports, Whitworth described how he is looking at the game of football in a different light now that he is retired. Within his remarks, he conveyed that he is not sure if he was necessarily a fan of the sport when he was playing, something he acknowledges is ludicrous to state but a legitimate question he has. Rather than viewing the game as a whole, he was more focused on his role as an offensive tackle and being able to effectuate scoring drives by stopping defenses.

“I just finished this incredibly long football career, but I feel like I’m 18 years old and I just got a fake ID and I can go to a club,” Whitworth said. “That’s how I feel watching football now – I just want to consume everything I can.”

Immediately after the final season of his career – which ended with a Super Bowl championship as a member of the Los Angeles Rams – Andrew Whitworth wanted to discover a way to remain involved in the sport. There were options, he shared, to stay within the Rams organization, along with opportunities to work with other teams. His mindset was focused on the art of storytelling though and how to promulgate and discuss a sport that granted him a successful career.

“Being in these stadiums, it keeps you so connected,” Whitworth said. “And every week it seems, I’ve got players asking me, ‘Hey man, you got any thoughts on my game? Things you could help me with?’ For my last five or six years in the NFL, I was kind of a coach-player, mentoring guys. Now, I’m getting to do that a little bit while also covering the games, which has been great.”

Andrew Whitworth outlined a typical week as a member of the Amazon Prime Video Thursday Night Football broadcast, which begins with a production meeting on Monday mornings and subsequent research and film study. In the afternoon he coaches a junior high basketball team for his son and then proceeds to coach his other son’s football team. The film study continues on Tuesday before traveling to the city where the game is taking place that night.

“As soon as I get to that city, I start putting together a tape to talk about and show the producers,” Whitworth said of his Wednesday routine. “We all get together, usually at the hotel, and spend [four to five] hours having dinner and talking about the game.”

Another production meeting takes place on Thursday morning before touring the city and finding enjoyable things to do throughout the day. The crew then arrives to the stadium to do the broadcast that night – in this case, a matchup between the Dallas Cowboys and Seattle Seahawks, which begins with TNF Tonight at 7 PM ET.

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ESPN, PFL Agree to New Multi-Year Rights Deal

“We’ve had five successful seasons on ESPN and we’re excited for the next phase of growth for MMA and the Professional Fighters League with this agreement.”

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The new-look Professional Fighters League (PFL) won’t have to worry about its broadcast home. The combat sports league and ESPN recently agreed to a multi-year, multi-platform rights extension.

PFL’s new deal with ESPN includes live event distribution of the PFL regular season, playoffs, and world championships. ESPN+ PPV will also be home to PFL’s “Super Fight Division,” a new cross-discipline division that includes Francis Ngannou, Amanda Serrano, Clarissa Shields, Savannah Marshall, and Jake Paul, which was launched to “forge true economic partnerships with MMA’s top superstars to compete in global mega-events” according to PFL. The first PFL Super Fight PPV will take place sometime in early 2024.

“We’ve had five successful seasons on ESPN and we’re excited for the next phase of growth for MMA and the Professional Fighters League with this agreement,” said PFL CEO Peter Murray. “Our innovative sport-season format, elite roster of athletes, and the launch of the PFL PPV Super Fight Division, which will feature some of the world’s greatest combat sports stars such as Francis Ngannou and Jake Paul, are ushering in the new era of MMA as a mainstream global sports entertainment platform.”

This news comes hot off the heels of another PFL announcement — that the league acquired competitor Bellator from Paramount Global. The PFL roster now not only boasts top stars like Ngannou, Ante Delija, and Denis Goltsov, but also Bellator’s top stars like Ryan Bader, Cris Cyborg, Patricio Pitbull, and more.

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Scripps Sports Exec: Teams Are Making Contingency Deals For After Bally Sports Bankruptcy

Lawlor said that Scripps Sports “already has deals in place with at least a couple of teams as a contingency in case Bally halts broadcasts before the end of the 2024 season.”

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Scripps Sports

With the writing on the wall that Diamond Sports Group will drop its regional sports contracts after next year, entities like Scripps Sports are bracing for additional opportunities to work with various teams.

Scripps Sports president Brian Lawlor recently said teams and leagues are already thinking ahead.

“There’s a lot of contingency planning by teams and leagues to have distribution options if the creditors pull the rug out early,” Lawlor told Cincinnati Business Courier. “It’s really messy right now.”

Lawlor added that Scripps has already been involved in contingency planning with those leagues and teams, with talks having gone on for months in some instances.

“(Scripps) already has deals in place with at least a couple of teams as a contingency in case Bally halts broadcasts before the end of the 2024 season.

Scripps Sports already stepped in to help provide a new TV home for both the Vegas Golden Knights and the Arizona Coyotes. Lawlor said returns with those teams, particularly in Vegas, have been great.

“We’ve been blown away by the Golden Knights over-the-air ratings and the number of people who have subscribed to direct-to-consumer,” he said.

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