La NFL signe de nouveaux contrats TV avec la Fox, la CBS et NBC

Les propriétaires des 32 franchises de la National Football League (Football Americain), la NFL, viennent de voter en faveur d’un nouveau contrat TV avec la FOX, la CBS et la NBC ce mercredi 14 décembre 2011.

La FOX, la CBS et la NBC resteront les diffuseurs des matchs de la NFL pour les 9 prochaines années, payant en moyenne 1 milliard de dollars par chaîne et par an (soit près de 770 millions d’euros par an et par chaîne), faisant de la NFL le sport le plus riche des Etats-Unis et de facto le plus populaire. La FOX diffusera la majorité des grands matchs de la NFL en récupérant le package de la National Football Conference. La CBS, elle, a acheté le lot concernant l’American Football Conference, alors que NBC récupère les matchs du dimanche en soir en primetime, les fameux Sunday Night Football ainsi que le match d’ouverture de la saison et une diffusion en primetime lors de Thanksgiving à partir de la saison prochaine.

Le SuperBowl continuera lui d’être diffusé alternativement sur les 3 chaînes, à savoir NBC en 2015, 2018 et 2021, CBS en 2016, 2019 et 2022 et FOX en 2017, 2020 et 2023.

Ce contrat, d’une valeur globale de 27.9 milliards de dollars (21.4 milliards d’euros) représente une augmentation de 63% par rapport au cycle précédent. Cette augmentation conséquente s’explique par la volonté des chaînes de mettre fin à l’éclatement et à la fragmentation de l’offre TV et notamment à la prolifération des diffusions via Internet.

En faisant cela, les 3 chaînes ont à leur disposition un levier de négociation important auprès des annonceurs, à savoir l’audience des matchs, audience qui ne s’arrête pas à la TV puisque l’appel d’offres était vendu « platform-neutral » comme on dit dans le jargon du marketing sportif, à savoir qu’il concernait toutes les plateformes de diffusion, TV, radio, internet, tablettes. Il faut savoir que chaque match de NFL était suivi par un peu de 18 millions de téléspectateurs aux Etats-Unis. Le rapport de force devrait donc s’inverser, en faveur des chaînes, capables, dès la mise en vigueur de ce nouveau cycle de droits TV, de vendre les espaces publicitaires beaucoup plus chers qu’auparavant. En effet, depuis 2007, le prix d’un 30 secondes a augmenté de 27% (largement supérieur à la moyenne publicitaire aux Etats-Unis) et cette croissance ne devrait pas s’arrêter de si tôt.

De plus, la reconduction de ces contrats offre un argument de plus aux chaînes dans leurs discussions avec les compagnies câblées, qui paient la FOX, CBS et NBC pour diffuser les matchs sur leurs propres réseaux. Avec ces matchs et cette position de leaders, la FOX, CBS et NBC se retrouveront du bon côté de la barrière et pourront imposer sans doute plus facilement leurs prix et donc booster leurs revenus en dehors des revenus publicitaires.

Grâce à ce nouveau contrat juteux, les revenus TV de la NFL, présidée par Roger Goodell, l’un des hommes influents du marketing sportif et du sport business (à droite) vont bien évidemment bondir, passant de 1.9 milliards de dollars sur la période 2007-2013 à 3.1 milliards de 2014 à 2022. En y ajoutant les contrats avec ESPN et DirecTV, la NFL récoltera pas loin de 6 milliards de dollars par an en 2014, chiffre qui risquera d’augmenter avec la fin du contrat avec DirecTV.

Au final, ces contrats média ne sont pas à prendre à la largeur de par la somme déboursée par les chaînes mais aussi tous les impacts que cela va engendrer dans l’économie de la NFL.

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3 Rétroliens / Pings

  1. La NFL signe de nouveaux contrats TV avec la Fox, la CBS et NBC | marketing sportif | Scoop.it
  2. La NFL signe de nouveaux contrats TV avec la Fox, la CBS et NBC | Sponsoring Sportif | Scoop.it
  3. La NFL signe de nouveaux contrats TV avec la Fox, la CBS et NBC | Sports&VideoGames | Scoop.it

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