NFL “Virtual” Draft, Viewers Record And Technical Marvel
Reaching a total of more than 55 million viewers over the three-day event, average audience for 2020 NFL Draft grows +35% over 2019
Viewership of “Draft-A-Thon LIVE,” a massive fundraising campaign, averages 5.4M total daily viewers across multiple digital and social properties
To date, the NFL family has raised more than $100 million to benefit COVID-19 relief efforts across the country
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The NFL Draft wrapped up Saturday, and Commissioner Roger Goodell said that he told league staffers the "smooth operation of the three-day, seven-round event was a proud moment for the league," and that "some of the elements used over the past few days can be incorporated into future drafts." Goodell: "I don’t think we’ve ever had a reaction like that. And I wrote a note to the staff on the way out from my house. I said I’m not sure in our 100-year history we’ve had a finer moment and that I’ve been more proud of our people because it was that kind of experience for us"
BURROW, BOSE, COWBOYS AMONG SOCIAL MEDIA VALUE WINNERS
Joe Burrow delivered the most social media value among all first-round picks in last night’s NFL Draft, followed by CeeDee Lamb and Jeff Okudah, according to SBJ's Austin Karp after an analysis of data from social audience intelligence firm Zoomph. Looking at player metrics generated from social content via player-owned handles and mentions of player handles/names, Burrow had a social value of $2.21 million last night, based on 134.7 million impressions, 1.6 million engagements and just over 11,000 organic posts. Lamb, no doubt fueled by his Cowboys selection, was No. 2 with a social value of $1.45 million, while Okudah had $811,495. Rounding out the top five players on social were Tua Tagavailoa and Jedrick Wills.
Among brands last night, Bose had the top social media value through their partnership with the league and players like Burrow. Coming in at No. 2 wasMiller Lite, who sponsored the Cowboys’ official tweet announcing Lamb’s selection, a post which had a social value of $51,422.
On the team side, the Cowboys topped all teams with $847,772 in social media value last night. The team was followed by an NFC East rival – the Eagles – with $703,124 in value, and then the Broncos at $617,066.
NFL Draft Comes Off Without A Hitch Despite Unique Format
The first round of the NFL Draft, which was conducted virtually last night, “concluded without any chaos” caused by technical glitches. ESPN’s broadcast “swiftly and smoothly moved around the nation, with teams remotely sending in their selections, trades being executed and information technology experts present in numerous homes” (N.Y. POST, 4/24). There were “no issues with significant delays, no one caught swearing on a hot microphone off camera, no 16-year-old hackers hijacking a team’s feed to play Fortnite” (BOSTON GLOBE, 4/24). NFL.com goes with the header, "Roger Goodell Relieved After Day 1 Goes Well."
Broncos coach Vic Fangio said that his "internet service and cable service 'went out' just minutes before the first round of the draft was set to begin." Broncos Senior VP/Information Technology Russ Trainor was stationed at Fangio's house, and at that moment Fangio said Trainor was "in a little bit of a panic.'' Fangio added: "Luckily some Comcast guys came and they got it fixed in about five minutes" (ESPN.com, 4/24).
Meanwhile, as much as Goodell and the broadcasters warned viewers “that this draft would be unlike any before it … the absence of a live audience was striking.” The “coordination and technological wherewithal required to stage a virtual draft was remarkable,” but that could not replace the “block party that was supposed to take place" on the Las Vegas Strip (L.A. TIMES, 4/24).
NFL TEAMS GET FLEXIBILITY ON DIGITAL CONTENT DURING DRAFT
Teams will have more freedom to stream their own live content during the NFL Draft than in past years, a recognition by league officials that teams can’t rely on in-person events to deliver value to their sponsors and fans during the pandemic, SBJ’s Ben Fischer reports. Teams will now be permitted to live-stream for 30 minutes during the broadcast window on Thursday night, and for 60 minutes on Friday and Saturday, sources said. That’s up from 15 minutes daily in prior years.
Usually, team-led “draft parties” are in-person events -- usually at their stadium, a partner bar or at the draft itself -- where the focal point is the national broadcast. But this year, those parties have all shifted online, where there is much more natural tension between the teams’ need for original content and the league’s interest in driving viewership for NFL Network, ESPN and ABC. Outside of the broadcast windows, there are no restrictions on team live-streaming.
One team source described the new draft rules as “nice to have,” but not significant drivers of new value. It’s more about reinforcing relationships with existing sponsors and enhancing the fan experience. More generally during the pandemic, sources said, the league has given teams more flexibility with owned media, allowing them to rebroadcast old games locally, easing some other restrictions on social, and connecting teams with vendors. One example on the draft specifically: The NFL is helping connect teams with colleges to collaborate on content about prospects and draft picks.
NFL DRAFT GIVES AD SALES WIN TO NETWORK PARTNERS
The TV ad sales market has cratered during the pandemic, but ABC and ESPN have found success with this week's NFL Draft, reports SBJ's John Ourand. The ad sales group at Disney said more than 100 brands have signed up to advertise during the three-day telecast, including 60 brands that have never advertised before during the event.
Disney is reporting a double-digit, year-over-year increase in revenue compared to last year’s draft. The most active sectors are computers, insurance, gardening and media. One new category: home workshop. Lowe’s signed up to be presenting sponsor of the ESPN and NFL Network telecasts (a simulcast airs on those networks). ABC will produce a unique production. Verizon is sponsor of "Prospect Cam"; Pizza Hut is sponsor of "Draft Moment"; and Bud Light Seltzer is sponsor of the "Virtual Huddle."
