American football league the NFL is poised to introduce substantial changes to how its games are broadcast on television as part of wider efforts to revamp presentation.
The NFL conducted research with fans ahead of the 2016 season and is set to unveil plans in the coming days to alter the commercial structure within television broadcasts, as well as aspects such as in-game timing and use of replay reviews.
Commissioner Roger Goodell told the USA Today newspaper that the changes aren’t linked to a ratings fall during the US presidential election last season. However, he acknowledged the expiration of the NFL’s current rights deals in 2022 amid a changing media landscape is “top of mind for us on the broader picture”.
The NFL suffered an eight per cent year-on-year drop in US television viewership during its 2016 regular season, according to data reported by ESPN.com in January. The average audience for a regular season game in the 2016 campaign was 16.5 million, a drop of 1.4 million on 17.9 million in the previous season.
USA Today said there will be changes to television broadcasts, including less frequent, but slightly longer commercial breaks – a standard pattern of four per quarter, rather than five, six, five and five, each extended from 1:50 to 2:20 in length.
The newspaper added that networks will be allowed to cut to breaks during replay reviews. At times, a double box allowing viewers to see inside the stadium while an advert plays, or a sponsored break featuring one brand, could replace standard commercials. Some in-game promotion for NFL and partner initiatives will reportedly be replaced by more analysis, highlights and other content.
“We have seen commercialisation maybe creep into the game in areas that we don’t think is appropriate,” Goodell (pictured) said. “We’re going to work with our network partners to try to pull that back, to make sure that we can create that compelling experience for our fans.”
Goodell maintained the goal isn’t to shorten games, although he estimated the changes might cut five minutes from games that lasted an average of 3:07:08 last season.
“What we’re looking to do is take that down time out, which is not entertaining,” Goodell said. “And in our research, we had biofeedback, so we could see what they were watching and you could tell when they’re not as interested in what’s happening in the broadcast.
“In today’s day and age, we have to give our fans every reason to watch what’s happening, find what they see on television and in the stadium as compelling. Don’t give them a reason to turn away.”
NFL.com said some of the proposed changes will have to be approved by NFL ownership before implementation. The proposals will be reviewed by team owners at the Annual League Meeting in Phoenix, which starts on Sunday.