"The mobile-phone viewer is watching because he is outside the home, " said Neal Pilson, a sports-media consultant.

WSJ: NFL Games Go Wireless

"At that time, he was the biggest athlete in America, " says former CBS Sports President Neil Pilson, now an industry consultant.

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That said, Mr. Pilson said given the steep losses NBC has sustained under its current deal, the bidding should be far tighter.

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