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Netflix Christmas NFL Games Could Meet Early Resistance From Advertisers
Netflix could find the process of lining up advertisers for two NFL Christmas games challenging in TV's current upfront market.
The streaming giant is likely to meet early resistance in its effort to woo advertisers to two Christmas Day NFL games that it has secured for next season, according to four people familiar with the current “upfront” market, during which U.S. entertainment companies try to sell the bulk of their commercial inventory for their next programming cycles. While Netflix has yet to put a formal offer for advertising in the games in front of potential sponsors, one discussion built around price envisioned a 30-second ad costing as much as $400,000, according to one of these people, and early talks have not yet proven convincing. The early pushback puts a spotlight on an interesting debate: In the streaming era, when sports broadcasts remain the one format durable enough to lure the large simultaneous crowds that Madison Avenue and distributors crave, can leagues and entertainment companies oversaturate the market?
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