"At around $1 million per game, Twitter is paying a small fraction of what would seem to be the market rate. Yahoo paid $17 million to stream a single game from London, which was played at 9:30 a.m. New York time and also broadcast on network TV in the teams’ home markets. In the most recent broadcast deal, CBS Corp. and Comcast Corp.’s NBC each paid about $45 million a game for five Thursday night contests each during the 2016 and 2017 seasons.Twitter Gets NFL Thursday Night Games for a Bargain Price - Bloomberg
“We did not take the highest bidder on the table,” said Brian Rolapp, the NFL’s executive vice president of media, of the Twitter deal. “The platform is built around live events already. We want to see how they use the unique platform, and syndicated tweets all over the Internet is going to be interesting.”"
Wednesday, April 06, 2016
Twitter Gets NFL Thursday Night Games for a Bargain Price - Bloomberg
Also see Why the NFL on Facebook wasn’t going to work (The Washington Post)