NFL's 30-second advertisement spots anticipated to climb by 9% Year-on-Year in October, as per Guideline's prediction
The NFL's pro-football ad revenue has reached an all-time high, according to Guideline, an advertising intelligence firm that measures advertising spend and pricing data. This growth in ad revenue has led to a surge in the cost of 30-second spots during NFL games for the 2024-25 season.
Advertising spend in NFL programming grew twice as fast as audience ratings last year, with categories such as Wellness and Pharmaceuticals seeing significant increases. Wellness advertising spend was up 42% year-over-year (YoY), while Pharmaceuticals saw a 39% increase.
The 2023-24 NFL season set a new ad revenue record, with live game revenue reaching $5 billion for the first time. This growth continued into the 2024-25 season, with ad revenue growing by 13.7% YoY compared to the 2022-23 campaign.
Guideline captures actual agency media investment from all major holding companies and most major independents, providing a comprehensive view of the advertising landscape in NFL programming.
The NFL is significant to broadcasters and networks, as fewer than 1 in 100 national TV spots are in NFL content, yet the league drives nearly $1 of every $3 spent on the medium during pro football season. The data from Guideline indicates that advertising expenditure in national TV for NFL remains robust.
In September 2024, there was a 7% growth in the average paid unit rate for a :30 in NFL programming. This trend is expected to continue, with the average paid unit rate for a :30 in NFL programming expected to increase by 9% year-over-year in October 2024. 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 top three product categories advertising in NFL games during the season, according to Guideline, were Entertainment & Media, Financial Services, and Technology. However, specific information on which companies made the most advertising during NFL games in the 2024-25 season was not available in the search results.
Despite the high costs, advertising expenditure in NFL programming is expected to continue its growth. To learn more about NFL ad spend, visit guideline.ai.
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