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State of the Screens

Live From Roger Goodell’s Basement: It’s the NFL Draft!

By April 24, 2020No Comments

This Thursday: Millions of people will watch a recruiting video for Ohio State the NFL Draft.

Key details for NFL Draft production:
1) Roger Goodell will announce the picks from his “man cave”
2) ≈ 180 remote locations vs. 10 in an average year
3) Team GMs and coaches will be in separate locations
4) 58 draft prospects received home video kits
5) 48M different people watched a portion of the 2019 draft

Quote from Seth Markman – VP of Production @ ESPN:
“This is the most complicated event I’ve personally been involved in.”

NFL Draft viewership by year (YoY growth) according to Nielsen:
 2015 – 4.0M
2) 2016 – 4.3M (↑ 8%)
3) 2017 – 4.6M (↑ 7%)
4) 2018 – 5.5M (↑ 20%)
5) 2019 – 6.1M (↑ 11%)

NFL Draft viewership by network (% of total) for the 2019 opening round according to Nielsen:
ESPN – 4.9M (44%)
2) ABC – 4.5M (41%)
3) NFL Network – 1.7M (15%)
4) Total – 11.1M

The home video kit includes:

Video #1: Joe Burrow surprises Lowe’s associates in Ohio

Video #2: John Elway: Virtual test draft ‘smooth’ after early hiccups

More: What will the ‘fully virtual’ 2020 NFL Draft look like?

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.