The NFL has seen various broadcasting changes over the years, and now it is well-positioned to feed fantasy gamers and bettors. As the 2023 NFL season approaches, get ready to watch and bet on more football games. It’s not your fault. It’s by design. Every year, the NFL finds additional ways to pack more prime-time games into the schedule. More prime-time games equals more viewership, which equals more revenue. With sports betting now legal in more than 35 states, more betting is on the way.
NFL Change Over Time
When I began watching the NFL in 1992, there were six divisions, 28 teams, 17 weeks of the regular season, 224 regular-season games, and 11 playoff games (235 NFL games in total).
Instant replay, introduced in 1986, was exiled due to concerns about disrupting the flow of the game and was subsequently reinstated in 1999. The NFL played three exhibition games (no regular-season games) outside the United States in Tokyo, Berlin, and London.
Fast forward 31 years to the 2023 NFL season: there are now eight divisions, 32 teams, 18 weeks of regular-season games, and 13 playoff games (285 NFL games in total), an increase of 21% in the total number of NFL games played compared to 1992.
The Evolution of Sports Betting in the NFL
Sports betting has a long and complex history within the NFL, marked by shifting attitudes and evolving regulations. Decades ago, the league maintained a firm stance against gambling, wary of its potential to threaten the integrity of the game. References to point spreads and betting lines were carefully avoided during broadcasts, and any association with gambling was considered taboo. However, this began to change with the rise of Daily Fantasy Sports platforms like FanDuel and DraftKings in the late 2000s, which operated in a legal gray area and paved the way for broader acceptance. The landmark Supreme Court decision in 2018 to overturn the Professional and Amateur Sports Protection Act (PASPA) was a turning point, allowing states to legalize sports betting and prompting the NFL to reconsider its approach. Today, the league openly partners with major sportsbooks, and betting has become an integrated, though carefully moderated, part of the NFL experience, reflecting a dramatic shift from its cautious beginnings.
Recent Strategic Shifts in NFL Broadcasts
The NFL has undergone a noticeable transformation in how it integrates sports betting into its broadcast strategy, signaling a major shift in both presentation and commercial priorities. This evolution is most evident in the way broadcasts now openly reference betting odds, point spreads, and related content, elements that were once considered taboo. The league’s decision to allow direct references to betting lines during pregame shows and, occasionally, within the games themselves marks a departure from decades of cautious distance.
Networks such as NBC, FOX, and ESPN have experimented with alternate feeds and betting-focused segments, while the number of sportsbook advertisements during games has increased, albeit with carefully enforced limits to avoid overwhelming viewers. At the heart of these changes is a clear recognition of the growing demand among NFL fans for betting-related content. The legalization of sports betting in over 35 states has dramatically expanded the potential audience for wagering, making it a lucrative market for both the league and its broadcast partners. By incorporating betting elements, the NFL seeks to enhance viewer engagement, giving fans more reasons to tune in and interact with live games, even when their favorite teams are not playing. This strategy is further motivated by the competitive media landscape, where live sports are among the few remaining draws for real-time viewership and advertising revenue. However, the NFL balances these opportunities with a measured approach, aiming to serve both betting enthusiasts and traditional fans.
Prime-Time Peaking
In 1992, prime-time games were limited to Sunday night, Monday night, and Thanksgiving. Over the 224 regular-season games that year, 43 were played in these prime-time slots, or 19.2% of all regular-season games. In 2023, the number of regular-season prime-time games will increase to 72 (26.5% of all regular-season games). There will be 29 additional prime-time games when compared to the 1992 season, an increase of 67%, and nearly one additional prime-time game added per year on average.
The NFL has been busy finding new and creative ways to add these 29 additional prime-time games. Why shouldn’t it? Live sports are more valuable than ever, and the NFL has ample broadcasting partners eager to broadcast them. The ongoing expansion of sports betting within NFL media is prompting consideration of its potential future impact on broadcasts and fan engagement.
Broadcasting Timeline
In 1992, NFL games were broadcast on ABC (MNF), CBS (NFC), NBC (AFC), with TNT and ESPN splitting the SNF slate half and half. In 2023, the NFL will be broadcast in some fashion on ABC, CBS, FOX, NBC, ESPN, Prime Video, Peacock, NFL Network, and Nickelodeon.
- 2004: Adding a second Christmas Day game, which has been dependent on the day of the week Christmas occurs (two games played in 2004, 2005, 2006, 2016, 2017, 2021)
- 2005: The first regular-season NFL game was held outside of the US, in Mexico City, drawing 100,000+ fans. In 2023, there will be five international games, three in London and two in Frankfurt (Azteca Stadium in Mexico City is not available this year due to renovations ahead of the 2026 World Cup).
- 2006: Adding the ‘Run to the Playoffs’ package, which included five Thursday games and three Saturday games towards the end of the season (there will be five games played on Saturday in 2023)
- 2006: A third Thanksgiving Day game was added to the traditional two (one hosted by Detroit since 1934 and a second hosted by Dallas since 1966)
- 2012: Adding a Thursday night game to every week of the season (except the final week of the season)
- 2017: Adding an MNF week 1 doubleheader (gone in 2023, replaced with three MNF doubleheaders in weeks 2, 3, and 14)
- 2021: Expanding to an eighteen-week, seventeen-game regular season
- 2022: Adding a third Christmas Day game (there will also be three in 2023). Christmas Day games remain dependent on the timing of Christmas, although given the recent success, it would not be surprising if Christmas games are eventually here to stay. The NBA, which has owned Christmas with marquee matchups since its second season in 1947, was dominated by the NFL in 2022, with NFL games averaging ~23 million viewers to the NBA’s ~4 million.
- 2023: Debuting the first-ever Black Friday game.
- 2024: The NFL expands its digital footprint with more exclusive games on streaming services like Peacock and Amazon Prime. In-game betting odds are now displayed during select live broadcasts, and alternate betting-focused feeds launch for Sunday Night Football, catering to fans eager for real-time wagering information and interactive experiences.
- 2025: Sports betting becomes even more central as networks introduce halftime betting analysis segments and live odds tickers. The NFL launches a dedicated betting companion app that syncs with broadcasts for instant prop bets. International games are increasing, with new venues in South America, further broadening the league’s global reach and betting audience.
- 2026: Augmented reality features debut, letting viewers overlay live stats and betting lines on their screens. The NFL strikes a landmark deal with a major sportsbook to integrate exclusive content.
With 72 prime-time games in 2023, not to mention the dependable Sunday slate of football games, don’t be surprised when you find yourself watching more football, all while sweating the seemingly endless number of important games for your fantasy teams, survivor, and pick’em contests. Remember, it’s not your fault, it’s by design.
Frequently Asked Questions
As sports betting becomes increasingly visible in the NFL, many fans have questions about how the league is managing its integration into broadcasts. Below, we address some of the most common questions about the NFL’s strategy, focusing on the balance between promoting betting and maintaining moderation.
How does the NFL include sports betting in its broadcasts?
The NFL allows limited references to betting lines and odds, mostly during pregame shows or graphics. These mentions are designed to provide context for analysis, not to dominate the broadcast.
Are there restrictions on sportsbook advertisements during games?
Yes, the NFL limits the number of sportsbook ads per game. Networks can show up to six betting-related commercials per broadcast to prevent oversaturation and maintain a balanced viewing experience.
Why doesn’t the NFL make sports betting a bigger part of the main broadcast?
The league aims to serve both betting enthusiasts and traditional fans. By keeping betting content moderate, the NFL avoids alienating viewers uninterested in gambling while still acknowledging the growing interest.
Do all networks approach betting integration the same way?
No, some networks, like CBS, are more cautious and avoid integrating betting information directly into game broadcasts, while others experiment with betting-focused features or alternative feeds.
How does the NFL address concerns about promoting gambling to younger viewers?
The NFL implements moderation and sets boundaries on betting content to reduce exposure for younger audiences, balancing new revenue opportunities with social responsibility.
Is there a risk of broadcasts becoming too focused on betting?
The NFL and its partners recognize this risk and intentionally limit betting content in primary broadcasts, offering more in-depth betting features through separate shows or digital platforms.
The NFL’s approach reflects a careful balance, embracing new betting partnerships and opportunities while ensuring broadcasts remain accessible and enjoyable for all fans. As the landscape evolves, the league continues to monitor and adjust its strategy to maintain this equilibrium. Ready to get in on the action? Visit Splash Sports to join NFL contests and experience the excitement firsthand as the league continues to bring betting to the center of the broadcast.
