Since CBS announced four years ago that it would produce a children’s program about the NFL playoffs on Nickelodeon, there has been no shortage of critics. Now, if the league or network is not doing something to attract younger fans, it is certainly falling behind.
Nickelodeon will broadcast its fifth NFL game this upcoming Sunday, when the Kansas City Chiefs take on the San Francisco 49ers for the Vince Lombardi Trophy. It will also be the first alternative Super Bowl broadcast.
For CBS Sports President Sean McManus, the progress from Nickelodeon’s first game during the 2020 season to now has exceeded even his wildest expectations.
“I thought it would be a bit fun with younger reporters and other hosts, but I never expected it to be three hours of graphic explosions, commentary, and augmented reality. I really appreciate the Nickelodeon team for their technicians, graphic designers, and everything they’ve done alongside our CBS Sports colleagues,” said McManus. “We have set a new standard every time. So many fathers and mothers have come up to me and said they have never watched a football game with their little son or daughter, but they love the experience with Nickelodeon.”
The idea of SpongeBob SquarePants and Patrick Star narrating Travis Kelce’s scoring plays may not be for everyone, but it is aimed at an important group of viewers and demographics, crucial for future success. In an era where viewership is measured more in minutes than hours, and cord-cutting shows no signs of slowing down, any gains that the leagues and networks can make are huge.
“We know that those we show the game to are much more likely to become fans, but it’s also about how we approach the accessibility of our games and how we deliver different experiences. How do we adapt in the right way, but at the same time provide high-quality viewership to satisfy different groups of our fans?” said Hans Schroeder, NFL Executive Vice President of Media Distribution.
In addition to the two games on Nickelodeon this season, the NFL has partnered with Disney+ and ESPN+ to broadcast the October 1 game in London between the Atlanta Falcons and Jacksonville Jaguars in a “Toy Story” theme. Overall, the games on Nickelodeon and Disney have been successful. The previous four games on Nickelodeon averaged at least 900,000 viewers, while the “Toy Story” game was the biggest live event on Disney+ according to ESPN.
According to NFL and Nielsen data, viewership among 2-11 year-olds increased by 4%, and among 12-17 year-olds by 5%.
“I have always believed that football usually captures your attention when you are able to play it. Now we are able to capture their attention a little earlier, thanks to how Nickelodeon broadcasts these games,” said Nate Burleson, who returns as a commentator for Sunday’s game on Nickelodeon.
The NFL is not alone in trying to cultivate younger fans. The NHL will feature a second “Big City Greens” game on ESPN and Disney+ later this season. The NBA and Marvel have teamed up in 2021 to create an alternative broadcast featuring the Avengers.
“Like any sports league or media entity, we are aware that the consumption level and behavior of younger viewers is different. There are more choices and content fragmentation from a distribution perspective than ever before,” said Dave Lehanski, NHL Executive Vice President of Business Development and Innovation. “All of this creates many opportunities to create different types of content.”
However, animation is not new in terms of teaching young viewers about sports and its rules. The Walt Disney Company created animated short films featuring the beloved character Goofy in the 1940s, focusing on football and baseball.
Just as Goofy was a hit back then, SpongeBob and Slinky Dog from “Toy Story” are now teaching rules and strategies. Animation is not the only way to attract younger viewers either. The NFL’s increased investment in flag football and the “Play 60” program, which encourages physical activity, has attracted diverse groups of fans.
ESPN has also had success with young reporters. The station uses a team mostly comprised of participants from Bruce Beck’s camp to host KidsCasts during the MLB Little League Classic in Williamsport, Pennsylvania.
“The unique nature of the kids involved in Williamsport and leveraging that in broadcasts in a way that I believe is unique and special,” said Julie Sobieski, ESPN Vice President of Programming and Acquisitions.
Networks and leagues are also experimenting with social media and creating more viral moments to maintain the interest of younger fans.
“We have many more tools now to deal with the complex consumption habits of young fans. They enjoy watching games live, but of course they also like watching highlights, consuming content on social media, and creating their own content. Hell has more pieces for young fans now,” Lehanski said.
FAQ
The source of the article is from the blog maestropasta.cz