By Kevin Twer
If you recognize the headline, then you know today kicks off football season 2013. If you don’t know the headline, today kicks off football season 2013.
But today also marks the beginning of something else.
NFL football is the most widely viewed program on television. Each week, the Sunday night NFL telecast tops the Nielson ratings, often putting great distance between itself and the second-most-watched program (also typically an NFL game). As a result, today begins the annual ramp-up for broadcast advertisers across the country.
It’s a fascinating cycle, actually – a perfect storm, of sorts.
First, football has always attracted more and more eyeballs each year. The sport now generates approximately $10 billion (with a “b”) in revenue, and network television contracts alone could fund a legion of third-world countries. The NFL is like the three-sport athlete in high school who dated the homecoming queen and never had trouble finding a parking space on campus. It’s popular, folks.
Next, this is the time of year when Mother Nature starts moving people indoors. Summer’s over. There’s a chill in the air. Daylight doesn't last nearly as long. As Yogi Berra once said, “it’s getting late early out there.” Inside is where you’ll find TV. TV is where you’ll find football. Football is where you'll find viewers.
Finally, the holidays will be here before we know it, ushering in the shopping season. Gift-giving becomes part of the American way. Advertisers are more than happy to tell us how to spend our cash, and in their minds, the suggestions can’t come early enough.
So, as the commercial deluge launches, I have one request of advertisers – please just make ‘em smart. Make ‘em funny, but not moronic. Don’t assume a lack of viewer intelligence. Don’t pander. Thrill us. Engage us. Turn us into real fans of your brands – fans just as passionate as the ones waiting for the game to resume.
Oh, and go Eagles!
Thu, September 5, 2013
by Kevin Twer filed under