nfl (national football league) mobile device strategy
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TRANSCRIPT
Team: B.A.M.F.
NFL Audit James Corne
Bob Edmiston Geoff Kowalski
Jon Schultz
Team: B.A.M.F.
How does the NFL manage its content portfolio?
• Goal: Quality Product to Maximum Audience • Saturation, Breakeven, Allocation • Content NOT Distribution?
Where is the NFL?
Coverage Map
Why has this Worked?
• 28/30 Most Watched Television Programs • $9.4 Billion Revenue • Time-Sensitive Content
Investment & Production Costs?
$ $
$ $
Risk!!!
Personal Conduct Policy
And the Winner Is…
Quality Control $560M/8yrs
$400M
$207M/WASH
How has it Worked? • Value Map & Sources • Silos & Exclusivity • Competition
NBC is first network to pick
up the NFL
1939
1959
CBS picks up NFL
1987 ESPN is a nobody,
picks up NFL
1994 Fox lagging in raGngs, buy rights to NFL for
1.8 B.
Media Timeline
2006
NFL Network Created
Value Map: How Fans get the NFL
$622.5M
$650M
$1.1B
$712.5M
Per Year: 2006-‐2013
$3.09B
$180M
Per Year: 2009-‐2012
$1B
Per Year: 2011-‐2014
Max Revenues: Silos & Exclusivity
Bully Networks NOT Fans!
Period AFC Package NFC Package Sunday Night Monday Night Thursday Night Total Amount
1982–1986 NBC CBS None ABC $420 million/yr
1987–1989 NBC CBS ESPN (2nd half) ABC $473 million/yr
1990–1993 NBC CBS TNT (1st half)
ABC $900 million/yr
ESPN (2nd half)
1994–1997 NBC Fox ($395 million/yr)
TNT (1st half) ABC $1.1 billion/yr
ESPN (2nd half)
1998–2005 CBS ($500 million/yr)
Fox ($550 million/yr)
ESPN ($600 million/yr)
ABC ($550 million/yr) ESPN $2.2 billion/yr
2006–2013 CBS ($622.5 million/yr)
Fox ($712.5 million/yr)
NBC ($650 million/yr)
ESPN ($1.1 billion/yr)
NFL Network ($0/yr)
$3.085 billion/yr
Network Revenues
Will it Continue to Work?
• Contract Length • Mobile vs. Wireless • Bring In-house?
Length, Channels & Revenue
0
1
2
3
4
5
6
7
8
82-‐'86 87-‐'89 90-‐'93 94-‐'97 98-‐'05 06-‐'13
Contract Length
Number of Distributors
Revenue (Billions)
$622.5M
$650M
$1.1B
$712.5M
Per Year: 2006-‐2013
$3.09B
$180M
Per Year: 2009-‐2012
$1B
Per Year: 2011-‐2014
Max Revenues: Silos & Exclusivity
? ? 2 year Deals
NFL Mobile
1999
2005
Text, Email, Web
Video
NFL Mobile
$15B by 2013 ($2.2B in Q1&Q2 ‘10)
NFL Mobile
= $720 M/4-yrs
Mobile vs. Wireless Internet TV?
Question…
• New Silo- Wireless • Exclusive?
• AT&T? • Verizon? • Apple? • Samsung?
• Wait & See • Emerging or Established? • Develop or License?
• Contract • Length vs. Value
Tablets
Rank MSO BasicVideoSubscribers
1 Comcast CorporaTon 22,937,000
2 DirecTV 18,934,000
3 Dish Network CorporaTon 14,289,000
4 Time Warner Cable, Inc. 12,551,000
5 Cox CommunicaTons, Inc.1 4,968,000
6 Charter CommunicaTons, Inc. 4,653,000
7 Verizon CommunicaTons, Inc. 3,290,000
8 Cablevision Systems CorporaTon 3,043,000
9 AT&T, Inc. 2,739,000
Multiple System Operators
NBC
Xbox 360? Microso`
Silo-‐ed
Silo-‐ed
Website Rank (US Traffic)
ESPN.com 22nd
NFL.com 184th
MLB.com 291st
NBA.com 303rd
Web Traffic Ranking
Internet TV • GoogleTV? • “wait & see” • Winner?
• In-house? • Decrease risk? • Cord-Cutting? • Length? • Reversible?
Internet TV changing the game?
• Revenue: – Direct or Indirect from consumer?
• NFL as a Distributor: – Furthering NFL Network and NFL RedZone channels?
• GlobalizaTon: – Channel for distribuTon?
• Engagement: – How important is fan interacTon?
• Mobility: – Greater access with increasing connecTvity?
• Other?
Current TV Market Pie
CBS
FOX ESPN
DirecTV
NBC
$4 Billion
Ad $$
Ad $$
Ad $$
Ad $$
Subscriber $$
$8 Billion
$3.4 B Ad Revenue $600 M Subscriber
Breakeven Revenues for the NFL
1.9
1.1
1
Current TV
Network
ESPN
DirecTV 1.1
1 1.9
Internet TV
ESPN
DirecTV
New Revenue
$ 4 Billion
Networks get approx. $2.2 Billion from adverGsing
Ad Revenue?
Key Numbers for Internet TV
• NFL games Reached… – 207,700,000 unique viewers in 2010 in the U.S.
• On average… – 17.9 million viewers per game
What would NFL charge to breakeven?
Viewership 100% 90% 75% 60% 45% 10%
Keep ESPN Season $ 9.15 $ 10.16 $ 12.20 $ 15.25 $ 20.33 $ 91.48
A la carte $ 0.42 $ 0.47 $ 0.56 $ 0.70 $ 0.94 $ 4.23
No ESPN Season $ 14.44 $ 16.05 $ 19.26 $ 24.07 $ 32.10 $ 144.44
A la carte $ 0.63 $ 0.70 $ 0.84 $ 1.05 $ 1.39 $ 6.28
* DirecTV is charging $350!
NFL Internet TV Pie Potential
$4 Billion $6.2 Billion $11.5 Billion
Ad Rev. equal to Networks + 10% Subscribe
at $350
Lower Ticket Prices
Increase Intl
Exposure
Cover $1.9 with Subs. + Gain Ad Rev equal to Networks
Cover $1.9B lost with Ad
Rev.
What is stopping the NFL? • Does this fit the goals of the NFL? – Not currently since internet connecTvity is only at 77.3% with only 57% having high-‐speed
– While 99% of the US has TV access – However internet is trending up
• Requires the NFL to become a distributor – Experience with NFL Network and NFL RedZone
• NFL would have to interact on a higher level with fans • NFL does not know how this channel will develop – Goes against their “Wait & See” strategy
• Is this decision reversible?
THANK YOU!
QUESTIONS?
Back- up Slides Ahead
NFL vs. PrimeTme Viewership
Most Watched Shows for Fall TV Season
15 Most Watched Basic Cable Shows of 2010
History of the NFL Where is the NFL? User Paths to Product
Map of Cable Coverage
The NFL is a Content Producer
CompeGGon
Opportunity Cost
$5M/year
$5/sub
$7/month 2.3Subs $3B/yr rv Xbox IPTV
Key is in the Strategy and Contracts • Strategy: Wait & See, Silo & Exclusivity
– The NFL is in a financial posiTon that they can afford to wait for a clear winner(s) to emerge before signing content distribuTon contracts
– Puts the NFL in a great posiTon to take advantage of new technology as it becomes established while minimizing their risks and profiTng greatly
• Contracts: Length of new contracts will be a very telling signal of the future of the NFL content – Long contracts: Signal that the NFL wants to milk the cash from this established distribuTon because it is established and not at risk of disappearing or being disrupted greatly
– Short contracts: Signal that the NFL wants to potenTally get in or out of a distribuTon method
– What kill switches are included on behalf of the NFL?
Contract Lengths and End Dates • TV Contracts:
– CBS, FOX, NBC, and ESPN expire in 2013 • Started 2006
– DirecTV expires in 2014 – ESPN rumored to be close to a deal to lock up MNF past 2020 – but hasn’t happened yet • In the news January 2011
• Wireless: – Verizon signed a 4 year deal for 2010-‐2014
• Will be interesTng to see who gets and how long new distribuTon contracts are for? – Depending on how other distribuTon channels advance and how quickly they become mainstream could affect the new deals of the TV networks, if they even get new contracts.
TV is STll Making Money Off the NFL
• Current Profit: – CBS: $146 million – FOX: $107 million – ESPN: $83 million – NBC: $12 million
• However, the quesTon is will this last? – Analysts suggest that it will and that these profits will actually grow as well – but analysts have been wrong before
• All depends on companies being willing to spend huge $$$$$ on adverTsements
Bring Content DistribuTon In-‐House
• US Pop: 307 million • NFL Revenue: $9.4 billion • Revenue from Networks: approx. $4 billion • 2010 regular season reached 207.7 million unique viewers
• NFL games were watched by an average of 17.9 million viewers
• $3 billion/207.7 million = $14.44 • Leave ESPN the most profitable contract in place for MNF -‐ $1.1 billion per year
• $1.9 billion/ (207.7 million – 17.9 million) = $10.01
Value Added Process
Fans
Emerging Sports on Cable
Established Cable
$5M/year
Investment Costs?
Production Costs?
How the NFL’s Brand Translates to Revenue for the League
Period AFC Package NFC Package Sunday Night Monday Night Thursday Night Total Amount
1982–1986 NBC CBS None ABC $420 million/yr
1987–1989 NBC CBS ESPN (2nd half) ABC $473 million/yr
1990–1993 NBC CBS TNT (1st half)
ABC $900 million/yr
ESPN (2nd half)
1994–1997 NBC Fox ($395 million/yr)
TNT (1st half) ABC $1.1 billion/yr
ESPN (2nd half)
1998–2005 CBS ($500 million/yr)
Fox ($550 million/yr)
ESPN ($600 million/yr)
ABC ($550 million/yr) ESPN $2.2 billion/yr
2006–2013 CBS ($622.5 million/yr)
Fox ($712.5 million/yr)
NBC ($650 million/yr)
ESPN ($1.1 billion/yr)
NFL Network ($0/yr)
$3.085 billion/yr
Damage Control • Corporate Partners
• Player Sponsors
Rank MSO BasicVideoSubscribers
1 Comcast CorporaTon 22,937,000
2 DirecTV 18,934,000
3 Dish Network CorporaTon 14,289,000
4 Time Warner Cable, Inc. 12,551,000
5 Cox CommunicaTons, Inc.1 4,968,000
6 Charter CommunicaTons, Inc. 4,653,000
7 Verizon CommunicaTons, Inc. 3,290,000
8 Cablevision Systems CorporaTon 3,043,000
9 AT&T, Inc. 2,739,000
NFL as a Content Distributor
• NFL distributes Thursday Night Games • NFL Network and NFL RedZone – Sold to cable companies
• Comcast pays $5 million a year to have these channels
– Many cable companies have not picked them up • Represents a missed opportunity for addiTonal revenue • Does not compare to the revenue brought in by networks
– This represents a risk of going to internet TV right now since it is not an established market
Move to Internet TV • NFL Revenue: $9.4 billion • Revenue from Networks: approx. $3 billion • Reached 207.7 million unique viewers in 2010 • Games watched by an average of 17.9 million viewers • $3 billion/207.7 million = $14.44 for season • Leave ESPN the most profitable contract and largest online
presence in place for MNF -‐ $1.1 billion per year • $1.9 billion/ (207.7 million – 17.9 million) = $10.01 for season • DirecTV charges $350 for NFL Sunday Ticket • 256 regular season games + 11 playoff games = 267 • $3 billion / (267 games x 17.9million) = $0.63 per game • $1.9 billion / ((267 games – 16 MNF games) x 17.9million) = $0.42
Internet TV changing the game?
• Revenue – Direct or Indirect from consumer? • GlobalizaTon – channel for distribuTon? • Engagement – how important is fan interacTon? • Mobility – greater access with increasing connecTvity?
• NFL as a distributor of their content? – NFL Network and NFL RedZone channels
• Other?
Breakeven Revenues for the NFL
1.9
1.1
1
Current TV
Network
ESPN
DirecTV
1.1 1.9
1
Internet TV
ESPN
New NFL Rev
DirecTV
$ 4 Billion
Networks and ESPN get $3.4 Billion from adverGsing DirecTV gets $600 Million from subscribers
Key Numbers for Internet TV
• NFL games Reached… – 207,700,000 unique viewers in 2010 in the U.S.
• On average… – 17.9 million viewers per game
Current TV Market Pie
CBS
FOX ESPN
DirecTV
NBC
$4 Billion Ad $$
Ad $$
Ad $$
Ad $$
Subscriber $$
$8 Billion
What would NFL charge?
Viewership 100% 90% 75% 60% 45%
Keep ESPN Season $ 9.15 $ 10.16 $ 12.20 $ 15.25 $ 20.33
A la carte $ 0.42 $ 0.47 $ 0.56 $ 0.70 $ 0.94
No ESPN Season $ 14.44 $ 16.05 $ 19.26 $ 24.07 $ 32.10
A la carte $ 0.63 $ 0.70 $ 0.84 $ 1.05 $ 1.39
* DirecTV is charging $350!
Silo via ESPN3.com?
Ad $$
Ad $$
Ad $$
Ad $$
AD $$
ESPN
$6 Billion Subs & Ad Revenues
$2Billion
Current, Breakeven & Potential
$4 Billion
$8 Billion
$12 Billion 45% Subscribe at $175
Lower Ticket Prices
Increase Intl
Exposure
What is stopping the NFL? • Does this fit the goals of the NFL? – Not currently since internet connecTvity is only at 77.3% with only 57% having high-‐speed
– While 99% of the US has TV access – However internet is trending up
• Requires the NFL to become a distributor – Experience with NFL Network and NFL RedZone
• NFL would have to interact with the fan on a higher level – new to them
• NFL does not know how this channel will develop – Goes against their “Wait & See” strategy
• Is this decision reversible?