PRN renews content deal with NFL Network

November 14, 2011 by Dave Haynes

Are NFL highlights the sort of thing that will draw eyeballs to Digital OOH screens?

Sometimes, yes, I’d imagine. In other circumstances, more of a maybe.

Premier Retail Networks, Inc. (aka PRN) has renewed an agreement with the NFL Network to show touchowns, picks and big hits on in-store media network screens it manages and sells.  The NFL RedZone Top 5 Highlights run on PRN’s HDTV Network (in big boxes like Sam’s Club) and the NFL Network’s Sounds of the Game airs on PRN’s Checkout TV Network in grocery and mass merchandisers (like Walmart).

“NFL Network provides some of our most topical and compelling programming, enhancing our premium sports offering to leading retailers,” said Anne White, PRN senior vice president of content strategy and creative. “Teaming up with them to offer an engaging shopping experience to football fans results in measurable success for PRN, NFL Network, retailers and marketers.”

“PRN continues to provide us with an important marketing platform that reaches NFL fans in places where they spend time and visit frequently outside the home,” said John Malkin, NFL Network vice president of affiliate distribution. “We’re pleased to deliver thrilling highlights on PRN’s extensive networks.”

Big HD footage of game highlights shown in the testosterone zone of the HDTV walls in large stores makes a lot of sense, but intuitively it seems less so at checkout. But this is a multi-year deal renewal, not a trial balloon, so there’s presumably data suggesting this content is resonating with consumers.