January 11, 2021
The NFL’s just-concluded busy wildcard playoff weekend saw 12 teams reduced to eight advancing to the divisional round, beginning Jan. 16. Notably, for the first time playoff games were live-streamed (ESPN+, Peacock) and broadcast on a children’s network (Nickelodeon), in addition to the usual TV networks.
During the New Orleans Saints’ win over the Chicago Bears, Nickelodeon viewers got see trademark green slime sprayed virtually into the end zone and across the screen after Saints wide receiver Michael Thomas scored a touchdown. The game drew Nickelodeon’s largest audience in four years with 2 million viewers.
While the simulcast with CBS Sports underscored ViacomCBS’s desire to involve its brands (Nickelodeon) across new markets, for the NFL, the game represented an opportunity to reach a new demo early.
“Our entire model is based on reach,” Hans Schroeder, EVP and COO of NFL Media, said in an interview Sunday night. “The positive responses have been overwhelming [for the Nickelodeon game], but what we did with CBS was a continuation of what we did across Sunday.”
On Disney-owned ESPN+, streamers saw analytics on steroids with an individual play’s likelihood of succeeding put on display. Indeed, an interception thrown by Baltimore Ravens QB Lamar Jackson only had only a 28% chance of being caught by the receiver initially.
Amazon Prime Video and sister company Twitch were the first streaming platforms to offer live NFL coverage through “Thursday Night Football,” featuring the sport’s first female broadcast team.
“When you have as broad appeal as we’re fortunate to have, we want to make sure we’re putting out a broad set of experiences on as many screens as we can, and increase the way our fans engage and enjoy the games,” Schroeder said.
Indeed, ESPN will feature tonight NCAA College Football National Championship Game between The Ohio State Buckeyes and University of Alabama Crimson Tide across 14 separate broadcasts, including streaming.