For years, the US pay television market, referring to cable or satellite television has been a lucrative and relatively stable market for its shareholders, thanks in large part to NFL football. In fact, for decades huge businesses have been planning fall marketing campaigns around NFL football due to the fact that pro football essentially reached everyone, in some way.
Furthermore, just as businesses have long been marketing their products around NFL football games, television providers have also been historically successful at marketing their various TV packages around the season. DIRECTV as an example was wildly popular in the 90`s with their “ NFL Sunday Ticket Package”.
That being said, as of the last five years, there has been a sizable decrease in the NFL`s TV ratings, causing stock prices to plummet. The most probable reason for this unprecedented decline can be attributed to “a logical outgrowth of the decline in legacy linear television overall”. The issue is said to be “rooted in a fundamental shift to anytime, anywhere viewing on broadband devices”. So, what this means is that as new generations of entertainment technology develop, like Netflix, Hulu, and HBOGo, the now old -fashioned US pay television market will become more and more obsolete.
Therefore, what this means for marketing professionals working for both the NFL and cable television companies, seeing as the two are basically fighting for the same things would be to find out what the NFL is lacking to the average consumer. Its seen that if the NFL is no longer must-see content, then nothing is must-see content.
As far as clear definition of a target market is concerned, the old way of thinking of TV providers was that TV, and especially the NFL on TV was a foolproof investment. This isn`t the case anymore because the target market simply isn`t “everyone” anymore, it`s dwindled, so it`s up to professionals to alleviate this and set new, more up to date target market. For product, TV providers and the NFL should carefully listen to the needs and wants of potential customers to produce an innovative and exciting new product. Finally, for a revamped promotional strategy because people today just aren`t as aware as they used to be about the NFL. In the past, families would wait all week until Sunday to convene as a family to watch their favorite team. This love and admiration for “America`s Game” should be thoroughly sought after if the NFL and cable aspire to remain afloat.