ESPN, which suffered an advertising slump in its most recent quarter because of a dearth of N.B.A. and other sports programming, celebrated the N.F.L.s return with a commercial set to Celine Dions Its All Coming Back to Me Now. Other new N.F.L.-theme commercials include a Progressive spot featuring Cleveland Browns quarterback Baker Mayfield, a Subway ad poking fun at New England Patriots Coach Bill Belichicks unemotional personality and a Lowes ad inspired by the Carolina Panthers home stadium.
Frito-Lay tapped the Friday Night Lights director Peter Berg to helm a commercial called Twas the Night Before Kickoff, featuring appearances by Tom Brady, Rob Gronkowski and other football luminaries. The spot was filmed in California, Florida and Texas with 90 percent of the crew working remotely.
This year, the return of the N.F.L. matters more than ever, Rachel Ferdinando, the companys chief marketing officer, said in a statement.
With the Big Ten and Pac-12 college football leagues postponing their seasons, and a shortage of new scripted entertainment, many clients have shifted ad spending to the N.F.L., media buyers said.
Tom McGovern, president of the sports marketing agency Optimum Sports, said that companies saw the N.F.L. as a safe haven and a beacon of hope. After ad spending slumped in the pandemic, football will capture a greater share of a smaller pie, he said.read more
Advertisers Flock to N.F.L. Broadcasts as a ‘Safe Haven’
