From CNBC: 2024-11-29 08:15:47

In the first half of a college football game, Donovan Edwards of the Michigan Wolverines hurdled a tackle attempt by Michael Taaffe of the Texas Longhorns at Michigan Stadium. The expanded 12-team College Football Playoff format has boosted viewership for Disney-owned networks like ABC, ESPN, and ESPN2, marking the most-watched season since 2016. Ad engagement during commercials has increased, especially during the Thanksgiving weekend games full of rivalries that shape playoff seeding and bowl games. The format change has led to record-breaking viewership and ad engagement on Disney’s platforms, with ABC seeing its best college football ratings since 2009. Brands like Jimmy Dean, Popeyes, and AbbVie’s Skyrizi have seen strong consumer engagement during college football games on Disney’s networks. The media industry is facing significant turmoil, with companies relying more on advertising as consumers shift away from pay-TV bundles. Disney has already seen significant demand for renewals from College Football Playoff partners, with spots sold out through the conference championship games and 90-95% sold for the playoff games. Live sports, like college football, remain a valuable asset for TV networks, with advertisers continuing to invest in sports programming. Media rights for sports have ballooned, with Disney paying around $300 million annually for SEC football rights and ESPN securing a six-year $7.8 billion contract with the College Football Playoff through 2031-32. Competitors like Paramount’s CBS Sports, Fox Corp., and Comcast’s NBC Sports also benefit from college football programming. College football has proven to be more effective than average programming across all networks that air the games.



Read more at CNBC: College Football Playoff expansion boosts ESPN, Disney