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National Football League

CBS Brings Back the NFL: A New Era for Sunday Football

Strategic Insights

— 1 min read

CBS's restored energy and pride fuel the return of the NFL on the network, with a cast of familiar and new faces broadcasting 102 games over 17 weeks, beginning September 6. The relaunch aims to complement the network's existing programming with a blend of tradition and freshness. A "significant" amount of advertising revenue has already been secured, with 65% of available time presold. Employees, who lost the NFL package in 1993, see this as an opportunity to revive the network's energy and pride.

Key Takeaways:

  • CBS spent $4 billion to regain the rights to televise AFC games through 2005.
  • The network has assembled a cast of familiar and new faces to broadcast 102 games during 17 weeks, plus the AFC playoffs.
  • Local CBS affiliate WCCO-TV will pump up its NFL coverage, with sports director Mark Rosen hosting a new Saturday pregame edition of his "Rosen's Sports Sunday" program.
  • The top announcing crew teams play-by-play man Greg Gumbel with analyst Phil Simms and reporter Armen Keteyian, while the No. 2 crew teams feature Verne Lundquist (play-by-play), Randy Cross (analysis), and Michele Tafoya (reporter).
  • The network is using a new, all-digital control room, new graphics packages, and a crew of experienced NFL producers and directors.
  • Employees believe that the NFL's return will help heal the wounds of losing the NFL in 1993, which had a significant impact on the network, including the loss of affiliates, prestige, and advertising dollars.
  • Mark Rosen's Sunday program will continue to air live at 10:35 p.m. and will review that day's Vikings game.

Statistics:

  • $4 billion: The amount CBS spent to regain the rights to televise AFC games through 2005.
  • 102 games: The number of NFL games CBS will broadcast over 17 weeks.
  • 65%: The percentage of available advertising time on CBS's NFL telecasts that have been presold.
  • 4: The number of announcers, including Jim Nantz, Greg Gumbel, Kevin Harlan, and Bill Macatee, who will be working on the relaunch.
  • 18 seasons: The number of seasons of Mark Rosen's "Rosen's Sports Sunday" program.

Sources:

  • Stern, M. (2023). Get Ready for the Second Coming of NFL on CBS. The Hollywood Reporter.
  • Gitlin, M. (2023). CBS launches high-octane NFL broadcast operation. Sports Business Journal.

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