Twitter wants to be paid like a star quarterback for its special football ad packages coming in the fall, some of which will run as high as $8 million, according to sources.
Twitter, which has a deal with the National Football League to live stream 10 games this season, has been pitching advertisers and agencies with 10-game ad packages that range from $2 million to $8 million. Twitter is packaging commercials during the live streams, as well as sponsorships alongside NFL highlight clips. The $2 million package doesn’t even come with a commercial during the games, according to a source who has heard the pitch. Instead, the advertiser gets pre-rolls before NFL content shared on Twitter outside the games.
All ad packages require that half of the spend go toward Twitter’s Amplify program, which serve the pre-roll ads ahead of their video clips. The NFL is perhaps Twitter’s most successful media partner at selling its tweets of game highlights to brands.
Twitter’s pitch is tricky. It only has the rights to carry the stream, which will originate from the broadcasts by NBC and CBS, which are splitting the Thursday night broadcast package. Twitter has only a limited number of in-game spots — about 10 each game — it needs to offer advertisers a lot more. That’s why it’s throwing in the promoted tweets, commercials before clips and sponsorships of live video from around the games using Twitter’s Periscope live-streaming service.
To sweeten the deal, Twitter is offering category exclusivity on the highest level of ad buy, an advertising source said. So far, it has sold half the live-stream inventory to sponsors, including Sony, Budweiser, Ford and Nestlé, according to one source familiar with the deals.
The source said that at least some advertisers were balking at the high prices and questioning the value of the sponsorships.
“For those that aren’t core NFL sponsors, that don’t care about category exclusivity, there’s no reason to buy from Twitter,” the source said.
NBC and CBS also broadcast the Thursday night games, and their commercials will run in the live stream on Twitter.
“The most interesting part — and I don’t mean that in a good way — is that for in-game spots, not only is Twitter not the exclusive broadcaster, it’s not the exclusive seller of inventory,” the ad industry source said.
Commercials through the broadcast partners cost a tenth of the price, the source said. “It’s a crap ton cheaper than what Twitter is selling,” the source said.
Twitter and the NFL declined comment.
WPP’s Rob Reilly on the power of creative excellence
Under Rob Reilly's creative lead, WPP won most creative company at the 2022 Cannes Lions Festival of Creativity. He talks about that and more in this Q&A.
Member ExclusiveMedia Briefing: What Axios’ sale says about the valuation of digital media companies
In this week’s Media Briefing, senior media reporter Sara Guaglione looks at what Axios's sale to Cox Enterprises signals about the current investment market for media companies.
Amid gloomy forecasts can ad tech weather the storm?
The recent Q2 results suggest there is more resilience and runway in the ad tech sector. But how long before push comes to shove?
SponsoredWhat gaming habits reveal about media consumption
Jordan Shlachter, head of research, Activision Blizzard Media Entertainment choices have never been more abundant, and gaming has emerged as one of the biggest winners in the battle for audiences’ attention. While gaming’s exponential growth has been well documented — there are currently nearly 3 billion gamers worldwide spanning a diverse set of demographics, interests […]
Member ExclusiveDigiday+ Research deep dive: Twitter’s strength holds among publishers
There is perhaps no social media platform that is more appropriate for publishers than Twitter. In this Digiday+ Research deep dive, we look at why this is.
La razón por la que Google y Samsung se asociaron con la personalidad de TikTok Addison Rae para una campaña nostálgica de los años 90
Este verano, Google y Samsung han lanzado su último esfuerzo de marketing conjunto, en el que los gigantes de la tecnología y el hardware aprovechan la nostalgia de principios de los años 90 y utilizan a la TikToker Addison Rae como musa de la generación Z. En su nueva campaña publicitaria con Rae, Google cuenta […]