NBCUniversal and the NFL said the Peacock Holiday Exclusive matchup between the Buffalo Bills and Los Angeles Chargers on Saturday will include the league’s first-ever commercial-free fourth quarter, promising “a groundbreaking fan experience” with a reduction in standard NFL ad load of over 40% resulting in more than 12 minutes of additional game-related content.
The move is possible thanks in large part to presenting sponsors Capital One, Hyundai and Walmart, the media giant said.
Coverage for Peacock’s exclusive NFL game begins at 8 p.m. ET from SoFi Stadium in Los Angeles.
“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.”
At the top of the fourth quarter, the broadcast will feature a branded moment to acknowledge the first-ever NFL commercial-free experience. After that there will be no commercials. Instead, the broadcast will feature special content takeovers and game features.
Elsewhere in the matchup, a Walmart custom spot produced by NBCUniversal’s Creative Partnerships team will feature Football Night in America analysts Chris Simms and Devin McCourty as they turn to the retailer for last-minute gifting needs; and NBCUniversal’s first NFL shopping opportunity in the second quarter leading into gameplay presented by Walmart utilizing a QR code.
Mark Marshall, Chairman, Global Advertising and Partnerships, NBCUniversal called it a “one-of-a-kind sponsorship environment attached to our first-ever exclusive Peacock NFL game.”