Today, NBCUniversal announced that this week’s Peacock exclusive NFL game will air no commercials in the 4th quarter of the Bills vs Chargers game. This will be a 40% reduction in the standard commercials on an NFL game. Overall, during the game, Peacock says they will reduce commercial breaks by 40%.
“We are proud to work with our partners at the NFL to present this first-of-its kind experience,” said NBC Sports President Rick Cordella. “NBC Sports’ best-in-class NFL production, Peacock’s fan-friendly viewer experience, and this innovative advertising model will allow NFL fans an exciting new way to watch the game’s conclusion.”
Here is how Peacock describes what they will do during the 4th quarter of the game:
- COMMERCIAL-FREE FOURTH-QUARTER INTRO: At the top of the fourth quarter, the broadcast will feature a branded moment to acknowledge the first-ever NFL commercial-free experience. From this moment on, there will be no commercials throughout the fourth quarter.
- CONTENT TAKEOVERS: In lieu of fourth-quarter commercial time, the broadcast will feature special content takeovers and game features, seamlessly integrating relevant booth and studio updates and analysis.
In January, Peacock will also air the first-ever exclusive live streamed NFL Playoff game. With this game Peacock will air an NFL Wild Card Playoff in primetime on Saturday, Jan. 13, 2024. With the two Saturday NFL Wild Card games and a Sunday primetime NFL Wild Card game (on NBC and Peacock), NBCUniversal will be the first media company to present three NFL Playoff games in a single weekend (January 2024).
This all comes as fans of the NFL and sports overall have been making it clear they are unhappy with the amount of commercials. Now Peacock seems to be looking for ways to address these concerns.