Papa John's CMO Tries to Move Past NFL and Neo-Nazi Woes
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When NFL ratings declined last season, Papa John’s and others blamed, in part, the distraction of the election. This year, Schnatter says, it’s the controversy that’s “polarizing the customer.” So far, NFL TV ratings are down about 5 percent through week 9, averaging 14.8 million viewers and an 8.6 household rating, versus the year-ago 15.5 million/9.1 household rating.
Some ads playing up the chain’s NFL ties are still airing, including one featuring Papa John’s endorser and (injured) Texans player J.J. Watt. But other NFL-focused ads that were set to debut now may not air at all, says Rhoten.
TV spots set to run focus on the preparation of Papa John’s tomato sauce and dough. There’s also an upcoming Veteran’s Day push, not on TV, offering a discount over the weekend. And the chain will do something around the Super Bowl, but doesn’t have a spot intended for the game, Rhoten says.
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