The landscape of college football is undergoing a seismic shift, particularly with the introduction of the expanded 12-team College Football Playoff (CFP) format for the 2024 season. This change not only amplifies the stakes for teams and fans alike but also offers a golden opportunity for media companies, particularly Disney, that broadcast these riveting matchups. With an expanded playoff, more teams have a shot at glory, making every game increasingly significant and engaging for audiences.
This season heralds a new era, as Disney’s networks—encompassing ABC, ESPN, and ESPN2—are on track to achieve their highest viewership since 2016, marking a remarkable turnaround. The College Football Playoff’s expansion means that more fans are invested in the outcome, leading to heightened engagement not just with the games, but also with the commercials that punctuate them. According to EDO, an advertising data company, viewers are 11% more likely to interact with ads aired during college football broadcasts on Disney’s platforms compared to the average of other prime-time programming. This statistic underscores the unique value of live sports in an increasingly fragmented media landscape.
As we approach the Thanksgiving weekend—a pivotal time in the college football calendar filled with traditional rivalries that not only entertain but also influence playoff seeding—the excitement around the games is palpable. Notable matchups, such as the historic clash between Ohio State and Michigan, promise to capture the audience’s attention and keep them glued to their screens. Kevin Krim, CEO of EDO, aptly notes, “The significance of these games matters… in our experience, in the data.” Such insights reflect a broader trend where live sports, particularly football, have retained their luster in a media environment marred by declining viewership in other genres.
A closer look at advertising performance reveals that Disney’s effectively curated ad slots during college football games are becoming increasingly valuable. Ads aired during Thanksgiving weekend games are projected to see a substantial boost in engagement this year, building on a strong 2023 where Disney’s advertisements were found to be 93% more effective than those on competing networks. Brands such as Jimmy Dean, Just for Men, and Popeyes have seen particularly robust consumer interaction during these broadcasts, illustrating the power of associating with high-stakes sporting events.
The implications of these trends cannot be overstated, especially as the media industry grapples with significant transformations. With a noticeable shift away from traditional pay-TV bundles and a heightened focus on streaming platforms, live sports have emerged as a critical revenue driver. Disney, in particular, has experienced a “significant demand on renewals” from its College Football Playoff partners, with some sponsors eager to secure their spots well into 2027 and beyond. This renewed interest can be attributed not only to the expanded playoff format but also to the broader sports landscape, which remains a lucrative arena for advertisers.
In terms of media rights, Disney’s investment in college football is substantial. The company recently committed around $300 million annually for Southeastern Conference rights over the next decade, alongside a staggering six-year, $7.8 billion contract with the College Football Playoff through the 2031-32 season. This financial commitment reflects the high stakes of the sports broadcasting game and the belief that college football will continue to draw enormous audiences.
As live sports remain a cornerstone of network television, college football stands out as a key player. Krim articulates this sentiment well: “Football is generally the most expensive thing on TV because it generates larger audiences who are more engaged with both the program and the ad breaks than anything else on TV.” This reality has led to a ballooning of media rights deals across the board, as networks rush to secure content that captivates viewers.
In conclusion, the expanded College Football Playoff not only reshapes the competitive landscape for teams but also serves as a catalyst for heightened viewership and advertising engagement on Disney’s networks. As the season unfolds, with critical matchups on the horizon, the synergy between thrilling sports action and lucrative advertising opportunities will likely continue to flourish, cementing college football’s status as a powerhouse in the media landscape. This transformation is not merely a trend; it signifies a pivotal moment where sports broadcasting adapts to the evolving demands of audiences and advertisers alike.
