NFL 30-second ad spots anticipated to increase by 9% year-on-year in October, as per the report
NFL Dominates National TV Advertising Market
The National Football League (NFL) continues to dominate the national television advertising landscape, accounting for a significant portion of ad dollars spent on sports programming. According to Guideline, an advertising intelligence firm, the NFL commands 43% of all national TV sports dollars over a year, a figure that swells to 65% during the season.
During the 2024/25 season, the Super Bowl, traditionally held in early February, was the event where the highest prices for 30-second advertising spots were achieved. This is consistent with the trend of the Super Bowl being the event where the highest ad prices are usually recorded. The NFL's robust advertising expenditure is evident, with expectations for continued growth in advertising expenditure in national TV for NFL high.
The NFL's influence is further underscored by the fact that fewer than 1 in 100 national TV spots fall in NFL content, yet the league drives nearly $1 of every $3 spent on national TV during the pro football season. The NFL's ad revenue growth last season was a staggering 13.7% year-over-year compared to the 2022-23 campaign, setting a new record with revenue from live games reaching $5 billion for the first time.
The top three product categories advertising in NFL games during the season were Entertainment & Media, Financial Services, and Technology. Interestingly, categories that increased spending the most in NFL games included Wellness (up 42% YoY) and Pharmaceuticals (39%).
The average paid unit rate for a 30-second spot during NFL games saw growth in September 2024, with a 7% increase. Furthermore, the unit rate across all telecasts and live streams for Week 8 of the current NFL season is expected to reach $543,000, up 11% from a year ago. The average paid unit rate for a 30-second spot during NFL games is expected to increase by 9% year-over-year in October 2024.
The data highlights the NFL's importance to broadcasters and networks, with the league's high TV ratings contributing to its significant ad revenue. For more insights into NFL ad spend, visit Guideline.ai.
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