When the 2004-2005 NFL season kicks off this Thursday on ABC, each of the four major networks will have sold between 85-90 percent of their NFL ad inventory, according to ADWeek.
Ed Erhardt, president of ESPN/ABC Customer Marketing and Sports Sales confirmed that only a handful of units are left in each Monday Night Football game. The spare units have been reserved for movie studios and possible deficiencies. Monday Night Football is about 90 percent sold, CBS and Fox reported being at 85 percent sold, and ESPN is right behind.
Although no rates have been confirmed by the networks, advertisers are paying between $325,000 and $350,000 per 30-second spot on Monday Night Football. CBS and Fox are currently pulling in $250,000 and $300,000, while ESPN's rates range between $100,000 and $190,000. Advertisers feel that sports programming is a very safe environment in today's marketplace, according to Erhardt.
Visa will open the NFL season with its "Get Ready for the Game" campaign on September 9. The ads will show various, strange, pregame rituals of players and fans. In addition, Cingular Wireless will air December 11 on Monday Night Football for the first time with its "Cingular Wireless All-American Team" campaign.
CBS Sports sales president, John Bogusz, indicated that some advertisers shifted money from other prime-time telecasts to the NFL budget. "We get a solid 10 rating every Sunday, with great demos," explained Bogusz. "And the ratings are more stable."
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