A $3.4 million ad buy by ESPN and other broadcasters that launched Monday will save the league’s playoff hopes, according to league sources.
The $3-million ad buy will not affect the NFL as a whole, but will have a significant impact on the broadcast partners, sources said.
The Super Bowl was scheduled to air Monday on ESPN and ABC, but that was delayed due to Hurricane Irma.
The ad buy was designed to generate awareness for the hurricane, which caused widespread damage across Florida.
“We believe the ad campaign is a win-win for the NFL, its advertisers and the American people,” ESPN said in a statement.
The move was praised by several league sources, who said it is a step in the right direction to help the league save its playoff dreams.
The NFL has struggled to attract advertisers in the aftermath of Hurricane Irma, and its lack of exposure has hurt the league in the past.
ESPN and CBS have been in the midst of negotiations with the NFL to get a deal done for their broadcast rights, which are set to expire at the end of 2020.
ESPN declined to comment, and CBS did not immediately respond to a request for comment.
The network’s $1 billion deal with Fox News last year was also postponed until 2019.