NFL Schedule Release Date Shrouded in Secrecy Amid High-Stakes Ad Upfronts – What’s Holding It Back?
The networks next week may not be in a position next week to confirm that their top requests were honored by the league—since the Mahomes-Josh Allen rivalry launched in 2020, the big ask has been the annual Chiefs-Bills showdown, with CBS landing that barnburner in each of the last four years—but specificity isn’t necessarily paramount. For one thing, thanks to multiyear advertising commitments, about 40% of the in-game inventory is already spoken for when the upfront shows take place.
By mid-June, if not well before, 85% to 90% of the NFL ad slots have been booked, with the networks actively holding back a small chunk of inventory proportionate to how strong the sales bosses think the fall scatter market will play out. Nine years out of 10, scatter favors the sellers, and a last-minute bid for a 30-second spot that went for $850,000 in the upfront bazaar can now cost laggards in the neighborhood of $1,250,000.
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