NFL Media, CBS and NBC Sports announced that Lexus has signed on to be the presenting sponsor of Thursday Night Football’s halftime show in 2016. This will be the fifth season as the title sponsor of the LEXUS HALFTIME SHOW for Thursday Night Football on NFL Network but the first time the luxury car’s brand will be extended across three broadcasters.

“The LEXUS HALFTIME SHOW sponsorship on Thursday Night Football gives us the opportunity to reach a premium, live-viewing audience in a contextually relevant way by incorporating high impact NFL content,” Brian Smith, Vice President, Lexus marketing, told the Associated Press and USA Today. “We’re pleased to renew this partnership with CBS and NFL Network, which now includes NBC, to the Thursday night franchise.”

CBS and NBC are each scheduled to broadcast five Thursday Night Football games in 2016, with each game simulcast on NFL Network. NFL Network is also scheduled to televise eight other matchups — including two Saturday games and two Sunday games.

Twitter will stream the 10 Thursday Night Football games broadcast by CBS and NBC and simulcast by NFL Network, providing free, live streaming video to the over 800 million registered and non-registered users worldwide on the Twitter platform on mobile phones, tablets, PCs and connected TVs.

CBS and NBC will each stream their Thursday Night Football games to authenticated pay TV customers via TV Everywhere. CBS games will be available via CBSSports.com and the CBS Sports app, and NBC games will be available via NBCSports.com and the NBC Sports app.

All game telecasts also will be streamed live on the NFL Mobile from Verizon app (NFL.com/mobile), the NFL app on Xbox, including interactive features from Microsoft and through Watch NFL Network on tablets, PCs and various connected TV devices (NFL.com/watch), available through NFL Network’s participating television service providers.

Thursday Night Football presented by Bud Light kicks off with Rex Ryan and the Buffalo Bills hosting the New York Jets on Thursday, September 15 on CBS (simulcast on NFL Network and streamed on Twitter) and over the 18-game schedule features 13 Divisional matchups and 11 playoff teams from 2015.

About Thursday Night Football: Thursday Night Football started in 2006 with an eight-game schedule exclusively on NFL Network. By 2012, Thursday Night Football had grown to a 13-game schedule exclusively on NFL Network, where it remained through the 2013 season. For both the 2014 and 2015 seasons, CBS partnered with NFL Network to present an expanded 16-game Thursday Night Football schedule.

In February of 2016, the NFL announced that both CBS and NBC would broadcast five Thursday Night Football games, growing the package to 10 broadcast games in 2016 and 2017 from eight in 2014 and 2015.

For the 16 games of the 2015 schedule, Thursday Night Football on CBS and NFL Network (and over-the-air stations) averaged a 7.9 HH rating and 13.0M viewers, up +59% and +61% respectively from 2013 when there were 13 games solely on NFL Network. The 2015 season was the most-watched and highest-rated Thursday Night Football season ever.

Popularity of NFL Games: NFL content has never been more popular across the media landscape. According to the Nielsen Company, 199 million people tuned into the 2015 NFL regular season representing 78 percent of all television homes and 67 percent of potential viewers in the U.S. NFL games accounted for the top 25 and 46 of the 50 most-watched TV shows among all programming in 2015.

About Lexus: Lexus launched in 1989 with two luxury sedans and a commitment to pursue perfection. Since that time, Lexus has expanded its line-up to meet the needs of global luxury customers. Lexus is now going beyond its reputation for high quality vehicles with the integration of innovative technology, emotional exterior and interior designs, and engaging driving dynamics and performance. With six models incorporating Lexus Hybrid Drive, Lexus is the luxury hybrid leader. Lexus also offers seven F SPORT models and two F performance models. In the United States, Lexus vehicles are sold through 236 dealers who are committed to exemplary customer service.

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