TiVo and MillerCoors have partnered to bring branded pause screens to DVR viewing of NFL games, reports Ad Age. The beer distributor’s Coors Light brand has a long-standing relationship with the NFL, touted as the official beer of America’s pro football league. The deal brings Coors Light branded screens to any televised NFL programming recorded or being watched on delay on TiVo DVRs. The display ads will appear whenever the DVR screen is brought up during prompts such as pausing or rewinding.
According to TiVo, live football has proven to be less affected by time-shifted viewing habits than other televised programming. Only about 20 percent of people watch NFL games on delay compared to more than 60 percent with regular primetime TV programs. Ad Age says despite the disparity, the deal proves that ad-skippers have caught the attention of pro sports marketers. Read more at Ad Age.
