MediaRadar, the ad sales intelligence company that tracks how ad dollars are spent for print, digital, mobile, and TV clients, took a look at how NBC and ESPN are promoting NFL games. MediaRadar shared key findings with Cynopsis Digital:
– Through the month of September, ESPN promoted Monday Night Football through 183 promotional spots.
– 32% of ESPN’s football promotional marketing was to promote Monday Night Football games. The balance promoted college football, fantasy football and other football programming (interviews, retrospectives, etc).
– Sunday Night Football and Monday Night Football are being promoted very differently between, respectively, NBC and ESPN. NBC promotes SundayNight Football mostly through NBC Sports. 62% of all Sunday Night football promotional spots ran on NBC Sports, whereas ESPN represents 13% of all Monday Night Football promotion.
– If we include all six ESPN channels, we can see an additional story emerge. ESPN is using their significant reach through the six channels to actively promote Monday Night Football. This is driving a huge audience to the main channel for the event. And this creates almost 2x the promotional spots that are placed across NBCUniversal channels.