This year, Netflix will host two NFL games on Christmas Day. The league and the streaming services have begun lining up advertising deals ahead of the first-time partnership.
According to a Netflix pitch deck obtained by Adweek’s Bill Bradley, the platform is offering five different ad packages for the Christmas games. Each would provide the company with eight 30-second ads in different slots before, during, and after the games.
According to Bradley, each package costs more than $5 million. They range from $5.12 million to $5.6 million.
Ad purchasing will first be made available to the NFL’s “Big 8” protected sponsors: AB InBev, Verizon, Visa, Gatorade, Pepsi, Lowe’s, Microsoft, and an undetermined audio partner. They have until June 26 to decide before Netflix begins offering slots to other NFL partners and the rest of the market.
Any advertisers must also have spent at least $500,000 with Netflix beyond the NFL.
Netflix estimates an average of 23.2 viewers will watch the two Christmas games. The Kansas City Chiefs will play the Pittsburgh Steelers at 1 p.m. ET, and the Baltimore Ravens face the Houston Texans in a playoff rematch at 4:30 p.m. ET.
Last year, the NFL’s Christmas ratings jumped 29 percent from 2022 with an average of 28.7 million viewers. Kansas City’s surprising loss to the Las Vegas Raiders drew 29.6 million viewers, making it the second-most-watched NFL Christmas game and the highest-rated event ever broadcast on CBS on Dec. 25.
