News broke late Sunday night that the NFL is seeking bids from
it's rightsholders (CBS, Fox, NBC, ESPN) as well as TNT for a package of
anywhere between 6-8 Thursday night games at the beginning of the season. The
package would start next season and would be part of a 1 year deal. I have a
bunch of questions about this. Some that I can answer and some that I can't.
Chime in on the comments section to give your input.
1. Why would the NFL sell rights to games normally televised on
NFLN? Doesn't it weaken NFLN? Unlike 2006, when the Thursday nighters first started on NFLN, the
network is now pretty well distributed and essential to the sports television
diet for many fans. It's very unlikely that less games will mean that cable
operators will do whatever it takes to drop the channel from it's lineup,
especially because there's a chance that NFLN could win the rights to a playoff
game sometime soon either in the divisional round or in the wild card (this all
depends on whether the number of teams in the playoffs expands). With that
being said, any reduction of NFL games weakens the network whether that's the
narrative they want to push or not because it means less ad revenue. It also
means that cable operators have a reason to offer less carriage fees to the
NFL.
2. Why won't the NFL let Google bid for these games? According
to Reuters, "Google, which had expressed
interest in streaming NFL games in the past, was not asked to bid, according to
the person." This is
probably because the NFL wants these games on a well distributed network. Money
will probably matter when choosing a partner but distribution and reach will
matter more. Google doesn't guarantee the wide distribution that television
does because everyone has different types of speed for their internet
connection and no one knows whether Google could truly handle the number of
people that usually watch NFL games on 1 stream.
3. Why does the NFL want the games on a wide
distributed network? They want to use that network's platform to
promote Thursday night games and make them just as big as Sunday and Monday
night games, which they aren't at the moment. Having the first couple of games
on a big network could give NFLN the momentum it needs to get their ratings for
games as high as ESPN's and NBC's ratings are whenever they air primetime
football games. The first package of Thursday night games would basically be a
promotional tool/preview of what to expect later in the season on NFLN.
4. Why is this deal only going to last for only
one season? I really don't understand this one right here.
Maybe it's because they feel like they'll only need promotional support for one
year and want to eventually move all the games back to NFLN in the 2015-2016
season? Or maybe it's just a short term precursor to a longer term deal which
could take into effect after the 1 year contract is up?
5. What other networks could bid? According to Reuters, "The league also sent out requests
to other TV outlets (besides the rightsholders and TNT), according to one
person with knowledge of the bids. Recipients of those bids couldn't be
determined" The only two
cable companies which I could see possibly bidding that haven't been mentioned
are Viacom and Discovery Communications, although neither has ever shown
interest in bidding for sports and probably wouldn't bid for such a short deal.
Who knows? Maybe the league gets into a revenue sharing agreement with a well
distributed network that's considered an outlier in main street America like
Univision, Ion, PBS. Or maybe AMC or A&E make a surprise bid?
6. Could ABC get back into broadcasting NFL
games? According to the New York Times, it's possible or
should I say plausible. "It is
conceivable, for example, that ESPN would buy the deal and put the games on
ABC, its sibling network in the Walt Disney empire."
7. Does the NFL prefer a broadcast network or a cable network? According
to the New York Times, "The
league’s preference would probably be a broadcast network like NBC, CBS or Fox,
but it would also be pleased if a cable channel got the package."
9. Could Turner actually broadcast the NBA and the NFL side by
side on it's networks? A lot of people have ruled Turner out because they can't see NFL
games airing on TBS or TruTV while NBA games air on TNT. I don't see what the
problem with that would be though. Having the two most watched broadcasts on
cable on the same night could mean LOADS of ad revenue especially because
Thursday nights are one of the most watched nights on TV.
Many people are going to be looking at purchasing various things
such as a car, a movie ticket, food etc. over the weekend. Turner would have
the opportunity to offer ads on the two most watched sports shows of the night
and could even garner more ad revenue at a premium because of how much the NFL
means to advertisers. This would also help Turner grow their Bleacher Report
brand immensely.
10. Could TNT's NBA slate get pushed back if NFL games were to air
on TNT? Most likely. They would either get pushed back or moved. I could
see TNT starting their NBA season later OR moving the games to Tuesday nights
OR moving their slate to NBA TV, which would give NBA TV a better slate of
quality games (Thursdays are usually reserved for marquee games in the NBA).
Turner could even use the NFL games to promote NBA TV which would give it more
attention than it usually gets.
12. Why would Fox air games on MNT instead of FS1?
- As mentioned before, NFL has a preference towards broadcast
rather than cable because it wants to ensure the widest distribution possible.
Wide distribution = more promotion for Thursday night games = cementing in
people's minds that Thursday night means NFL just like Sunday and Monday night
do.
- Fox has decently rated Thursday night programming at the moment
including "Idol" and "X-Factor". Airing NFL games on
Thursday nights short-term would jeopardize those shows as well as Thursday
night ratings long term since Thursday nights are already interrupted by
baseball in the fall.
- Football rights creates more value for the MNT
owned-and-operated affiliates that it owns and opens the door to possibly
selling those local stations to conglomerates like Sinclair, who are looking to
acquire as many local stations as possible. The ad revenue from the games could
even spark MNT to go back to producing original programming, although that
revenue would probably go to the Fox Sports department rather than MNT's offices.
13. Who do I think wins? It's a two-way race between Turner and NBC in my opinion. NBC
could use these games to enhance their own Thursday night schedule and/or help
out NBCSN, so they're in desperate need of these rights. Turner, on the other hand,
could use these rights to start their own sports network and/or garner more ad
revenue/carriage fees than they currently get as it is. Those two have the most
to gain which means those two will bid the most. At the end of the day, my
prediction is that Turner will be back in the NFL business and will become a
strategic partner in NFL Media which encompasses NFL Network and NFL.com.
Long-term, we could even see Turner working with the NFL and NBA to produce
joint events/interactions.