The Impact of College Football’s New Playoff Format on Advertising and Media
The 2024 college football season has been a game-changer, particularly with the introduction of the 12-team College Football Playoff format. Fans from more schools now have a stake in the action, shaking up not only sports culture but also the media landscape, especially for giant conglomerates like Disney.
Expanding Horizons: A New Era for College Football Playoffs
As the landscape of college football evolve, so does the media strategy surrounding it. With the transition from a four-team to a 12-team playoff system, we’ve already seen significant shifts in fan engagement and viewership ratings across Disney’s networks, including ABC, ESPN, and ESPN2. According to Disney, this season is on track to become the most-watched since 2016, representing a bonanza for advertisers looking to reach enthusiastic fans.
Why Viewership Matters
Data from EDO, an advertising analytics company, shows that engagement has skyrocketed, with consumers 11% more likely to interact with ads shown during college football games on Disney’s networks compared to that of competing networks. This engagement trend is especially pronounced during high-stakes games, such as the traditional rivalry encounters like Ohio State vs. Michigan, and Texas vs. Texas A&M, which fall on the 14th weekend of the season.
Kevin Krim, CEO of EDO, summarized the sentiment perfectly: “The significance of these games matters, in our experience, in the data.” With the stakes at an all-time high, both fans and advertisers are deeply invested.
Record-Breaking Engagement and Ratings
This season, ABC is predicted to hit its highest college football ratings since 2009, with noteworthy statistics revealing that 12 out of the 15 most-watched college football games of the season have aired on this network. Even more remarkably, Disney’s ad performance during Thanksgiving weekend games is expected to follow last year’s trend of 93% increased ad effectiveness compared to competing broadcasts, which indicates a robust market for consumer packaged goods, restaurants, and pharmaceuticals during game time.
What does this mean for advertisers? For brands like Jimmy Dean and AbbVie’s Skyrizi, the improved viewer engagement translates to significant returns on investment during commercial breaks.
Disney’s Strategic Position in a Changing Media Landscape
As the media industry grapples with shifting trends—most notably a decline in traditional pay-TV subscriptions—Disney and its networks remain resilient through the solid footing that live sports, especially college football, provide. With a whopping $7.8 billion contract signed with the College Football Playoff and another $300 million annually for Southeastern Conference rights, Disney’s investment is paying off handsomely.
Jim Minnich, Senior VP of Disney Advertising Revenue and Yield Management, stated, “There’s a renewed interest earlier than ever” in advertising partnerships, and this interest is driven by both the excitement surrounding college football and sports in general.
A Bright Future for Advertising in College Football
The advertising landscape looks encouraging as live sports remain a critical component of television strategy. In today’s market, while many sectors see declining ad revenues, viewership during college football matches is thriving, reminiscent of the NFL’s strong ratings performance.
As college football continues to gain momentum, advertisers are seizing the opportunity to capture a highly engaged audience, ensuring that the sport—and sports media—is vital for years to come.
At Extreme Investor Network, we’ll be closely monitoring this evolving landscape, providing you with expert insights on how college football impacts investing and advertising strategies. Stay tuned, because in a world where fan engagement is becoming increasingly important, the stats and trends we uncover can lead to smart investment opportunities.
By focusing on the evolving dynamics of college football and its implications for advertisers and media companies, we at Extreme Investor Network aim to offer unique insights into how this popular sport intertwines with current business trends. Our mission is to keep you informed and ahead of the curve in the ever-changing marketplace.