You will be redirected back to your article in seconds

Yahoo Sells Out NFL Live-Stream Ads After Dropping Prices

Internet media company signs up about 30 marketers for Oct. 25 Bills-Jaguars matchup in London

Yahoo has secured about 30 advertisers for its global live-stream of Sunday’s NFL matchup between the Buffalo Bills and Jacksonville Jaguars, the league’s first-ever Internet-only worldwide broadcast.

The company sold out inventory for the free live-stream, with sponsors including Toyota, Citi, Microsoft and American Express, after cutting ad rates it was asking from $200,000 initially per 30-second spot to around $50,000 apiece, according to a Sports Business Journal report following a previous Reuters dispatch on the move.

Yahoo, which describes the NFL live-stream as a “trial,” is paying the NFL about $20 million for rights to stream the game, the New York Times reported. (Yahoo declined to confirm the figures.)

The Oct. 25th NFL International Series game between the Bills and Jaguars from London’s Wembley Stadium will be available at yahoo.com/nflstream as well as via Yahoo’s Tumblr. The game kicks off at 9:30 a.m. ET — the early start time for the U.S. market is one reason the NFL’s TV partners were less than eager to bid for it — after a pregame show set to run from 8-9:30 a.m. ET.

Lisa Utzschneider, Yahoo’s chief revenue officer, said the NFL live-stream presents a unique opportunity for brands to reach millions of consumers tuning in to popular programming on an array of devices.

“At Yahoo we have deep heritage in sports — we’ve been in fantasy football for 16-plus years, so this fits right within our wheelhouse,” she said. “What marketers are excited about is it’s a global live stream. We have a billion users, and they’re excited to see how this trial goes and to be able to connect with fans around the world.”

Yahoo’s NFL webcast comes after the company posted third-quarter earnings below Wall Street expectations. It disclosed a write-down of $42 million for “Community” and two other original long-form scripted series, with CFO Ken Goldman telling analysts Yahoo “couldn’t see a way to make money over time” on the content.

Advertisers signed for Yahoo’s NFL live-stream include: American Express, Applebee’s, Arby’s, Bose, Burlington Stores, Cadillac, Chrysler, CiCi’s Pizza, Citi, CompareCards.com, Dairy Queen, Danone Nations Cup, eHealth.com, Emirates Airline, Esurance, KFC, Kohl’s, Lincoln, Microsoft, Nationwide, Papa John’s, Redd’s Apple Ale, Snickers, Subway, T-Mobile, Totino’s and Toyota.

Dairy Queen is the sponsor of the pregame show, which will feature Yahoo fantasy sports personalities discussing the and Katie Couric’s live interview with former Bills QB Jim Kelly. Toyota will sponsor the halftime show on Yahoo.

According to Utzschneider, advertisers are able to select global or U.S.-only audience targeting. In addition to the live stream, the company will provide ad partners demographic and viewership data for retargeting display, video, native and search ads across Yahoo’s properties.

Sunday’s Bills-Jaguar telecast will be produced by CBS. The game will be broadcast on TV only in the teams’ local markets via CBS affiliates WIVB in Buffalo and WTEV in Jacksonville, Fla.

More Digital

  • Telemundo to Launch English-Language Newscast With

    Telemundo to Launch First English-Language Newscast on YouTube (EXCLUSIVE)

    NBCUniversal’s Hispanic broadcaster Telemundo is developing its first English-language newscast in collaboration with YouTube in a bid to tap the burgeoning U.S. Hispanic youth demographic. Borne out of a YouTube grant aimed at awarding journalism projects that “elevate quality journalism, evolve business models to drive sustainable growth, and empower news organizations through technological innovation,” Telemundo News’ [...]

  • Wall Street Journal Site Hacked With

    Wall Street Journal Site Hacked With Pro-PewDiePie Message

    Popular YouTube creator PewDiePie’s ongoing battle to keep his channel’s subscriber count No. 1 ahead of India’s T-Series took another bizarre twist: A branded-content section of the Wall Street Journal’s website was hacked with a fake message apologizing to PewDiePie and urging people to subscribe to his channel. A spokeswoman for Dow Jones & Co., publisher [...]

  • YouTube - Comcast Xfinity X1

    YouTube 4K Content Goes Live on Comcast's Xfinity X1 Set-Tops

    Comcast television subscribers can now enjoy YouTube in ultra-high definition: The Google-owned video service is now serving up 4K videos on Comcast’s Xfinity X1 set-top boxes, the cable company announced Monday. X1 owners who also happen to have a X1 voice remote can get access to a curated selection of 4K content by asking the [...]

  • Google - 315 Hudson Street

    Google Plans to Spend Over $1 Billion on New York City Campus

    Google has set plans to dramatically boost its footprint in New York City: The internet giant said it will invest more than $1 billion to establish a new 1.7-million-square-foot campus, Google Hudson Square, in Manhattan. The move is a major part of Google’s expansion plans in the city that will let it more than double [...]

  • Colin Kroll Dead Vine Obit

    HQ Trivia and Vine Co-Founder Colin Kroll Dies at 34

    Colin Kroll, co-founder of the Vine video app and the HQ Trivia game, was found dead in his Manhattan apartment early Sunday of an apparent drug overdose, Variety has confirmed. He was 34. New York Police Department officers responded at 12:18 a.m. Sunday, Dec. 16, to a call by a woman concerned about Kroll’s well-being. [...]

  • Nick Eh 30, StoneMountain64

    CAA Signs Gaming Influencers Nick Eh 30, StoneMountain64

    CAA has signed two popular live-streaming battle royale gamers — Nicholas Amyoony, better known as Nick Eh 30, and David Steinberg, aka StoneMountain64 — for representation. CAA said it will work to create opportunities for Nick Eh 30 (above left) and StoneMountain64 (above right) in all areas, including TV, motion pictures, touring, digital distribution and [...]

  • Amazon Adds NBA League Pass to

    Amazon Adds NBA League Pass Live-Streaming Games to Prime Video Channels

    Amazon is bringing pro hoops action to Prime Video Channels: The ecommerce giant now offers NBA League Pass as part of its lineup of 150-plus subscription options for Prime members in the U.S. It’s the first U.S. live-sports subscription service on Prime Video Channels. Prime members can subscribe to NBA League Pass via Prime Video [...]

More From Our Brands

Access exclusive content