Changing the NFL customer experience

A few weeks ago I wrote about how viewership of NFL games, including the Super Bowl, has been declining for two or three years. Well, the NFL isn’t going to sit back and do nothing. The league office probably knows more about marketing than it does about football.

Their research shows that TV viewers are bothered by the number of commercial breaks. That’s not surprising, but to be specific apparently they believe that it’s the number of commercial breaks rather than their length that bothers viewers the most.

Fans especially dislike the touchdown-commercial-kickoff-commercial combo.

So starting this fall the NFL plans to have fewer, but longer, commercial breaks in each quarter. It’s a small change, and they’ll track to see the response to it.

Marketing starts with understanding what the customer wants and delivering a product, or service, and experience that pleases, and possibly delights, them.