Peacock to Present Commercial-Free 4th Quarter of This Weekend’s Exclusive NFL Game
Fans who watch this Saturday’s Peacock exclusive game between the Los Angeles Chargers and Buffalo Bills will be able to enjoy part of the game with no ads.
It was a fairly big surprise to hear that Peacock would be getting an exclusive NFL regular season game in 2023 when the announcement was made in May. But with that game coming this weekend, Peacock has upped the ante by announcing that it will offer the fourth quarter of the Buffalo Bills and Los Angeles Chargers contest completely without commercial interruptions.
- Instead of commercials, viewers of the game will see “special content takeovers and game features” in the fourth quarter.
- The game will also feature a QR code that will take viewers to Walmart’s special holiday shopping hub.
- Peacock will carry an exclusive wild card game as well, but fans shouldn’t expect that game to go commercial-free.
Why is Peacock Going Ad-Free for the Fourth Quarter of its Exclusive NFL Game?
The motivations behind going ad-free for the fourth quarter of this game are fairly clear; NBCUniversal wants to create as much word-of-mouth about the Peacock-exclusive game as possible. This is the first time in the streamer’s short history that it has scored the rights to an exclusive NFL game, and Peacock clearly wants to put its best foot forward.
During the second quarter, Peacock will offer fans a non-intrusive QR code they can scan which will take them to Walmart’s holiday shopping hub. Last-minute gift seekers will particularly love this hub, as its 24-hour shipping will allow shoppers to receive their chosen gifts ahead of Christmas.
When the fourth quarter begins, fans will see special acknowledgments of Capital One, Hyundai, and Walmart, the three sponsors who made the commercial-free quarter possible. This is similar to how soccer broadcasts are usually done, as advertisers see their logos and occasional messages on the screen during play, since the action doesn’t stop for commercials as other sports do.
Once the quarter starts, fans will see “special content takeovers and game features” that feature relevant updates and analysis from the “Football Night in America” crew.
“We are proud to work with our partners at the NFL to present this first-of-its kind experience,” NBC Sports president Rick Cordella said. “NBC Sports’ best-in-class NFL production, Peacock’s fan-friendly viewer experience, and this innovative advertising model will allow NFL fans an exciting new way to watch the game’s conclusion.”
The game will be held Saturday, Dec. 23 at 8 p.m. ET at SoFi Stadium in Los Angeles.
Will Commercial-Free Experiment Be Repeated for Peacock’s Wild Card Game?
Peacock not only landed an exclusive NFL regular season contest this year, it also managed to secure rights to a wild card game that will be difficult to see without a Peacock subscription. However, fans should not expect any portion of this game to be presented ad-free.
For one thing, NFL playoff ads bring in a huge amount of money. A 30-second spot during an NFL Wild Card game can cost $1 million or more, and that revenue is far too valuable to forego, especially since the need to create word-of-mouth around an NFL playoff game will be less than the need to create it around a regular season game with few playoff implications.
The other problem is that while the Wild Card game is nominally a Peacock exclusive, it will be shown elsewhere. The game will be shown on NBC stations in the markets of the two teams playing, and it will also be available to stream on NFL+. Technically and contractually speaking, it would be far more difficult to offer multiple broadcasts and streams of the game that offered different levels of ads on different platforms.
Going ad-free for a quarter of an NFL game is a fascinating experiment by Peacock, but it likely won’t lead to a revolution in the way streaming platforms present advertising during live sporting events. Still, fans can tune into the fourth quarter of this weekend’s Bills-Chargers tilt if they want to enjoy the game without being bombarded with commercials.
Peacock
Peacock is a subscription video streaming service from NBCUniversal that includes original shows, blockbuster movies, and classic television series. Peacock is home to “Yellowstone,” and “The Office,” as well as original hits like “Poker Face” and “Bel-Air.” You can also watch live sports including NFL, MLB, WWE, Olympics, Premier League, NASCAR, French Open, College Football and Basketball, and PGA Tour. Premium Plus subscribers can stream their local NBC feed in all 210 markets.