Advertisers that invest a good chunk of their TV budgets in NFL games are now facing a daunting possibility—that there will be no NFL games in 2011 due to a lockout in talks between owners and players. While there is no other game on television quite like NFL Football, there may be opportunities for typical NFL advertisers to find their target audiences elsewhere on television.

A TRA analysis of the TRPs lost to Beverage Brand X by foregoing the NFL games (across 5 networks: CBS, NBC, FOX, ESPN and NFL networks) shows that the situation is not as dire as one might think. Certainly, the NFL games represent a lot of the GRPs that are available on television, especially since the NFL programs took 8 of the top 10 highest rated programs in 2010. The TRA Media TRAnalytics® Optimizer was able to find replacement programming for the Beverage brands loyal purchasers outside of NFL Football games, and actually improved reach among the brand’s loyal purchasers by 12% while reducing costs by 69%. Is losing the NFL season an opportunity for advertisers rather than a challenge?

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