Disney is experiencing a significant boost in viewership and advertising revenue this season, thanks to the newly expanded College Football Playoff format. The transition to a 12-team playoff system has not only increased the number of teams in contention but has also led to heightened interest among fans, resulting in the most-watched college football season for Disney since 2016.
This substantial uptick in viewership is particularly evident across Disney’s television networks, which include ABC, ESPN, and ESPN2. According to data from EDO, an advertising analytics firm, the engagement with commercials aired during college football games has surged, a trend that is expected to continue throughout the busy Thanksgiving weekend, a key period in the college football calendar.
The Thanksgiving weekend is traditionally packed with intense rivalries and crucial matchups that can significantly influence playoff standings and bowl game selections. Notable games, such as the historic rivalry between Ohio State and Michigan, as well as the clash between Texas and Texas A&M, are set to draw substantial audiences, further boosting advertising performance.
Kevin Krim, CEO of EDO, expressed optimism regarding the upcoming games, indicating that the new playoff format has elevated expectations for ad engagement. He noted, “We have higher hopes, I think, and higher expectations for this coming weekend because of that change in format. The significance of these games matters, in our experience, in the data.” This sentiment reflects the broader impact of the expanded playoff system on both viewership and advertising dynamics.
The decision to expand the College Football Playoff from four to 12 teams was made in 2022, following a vote by university presidents overseeing the playoff system. This strategic move has not only resulted in more games being broadcasted but has also increased the level of competition and intrigue surrounding college football, drawing in fans from a wider array of schools and regions.
With this season being the inaugural year of the 12-team playoff format, the excitement surrounding college football has reached new heights. Fans are more engaged than ever, leading to increased ratings for Disney’s networks. The expanded format allows for a broader representation of teams, enabling more fan bases to invest in the outcome of the games, which in turn enhances the overall viewing experience.
As the college football landscape continues to evolve, Disney’s networks are poised to capitalize on the growing popularity of the sport. The combination of compelling matchups, heightened fan engagement, and an expanded playoff format has positioned Disney favorably within the competitive sports broadcasting arena.
In summary, the expanded College Football Playoff format has proven to be a game-changer for Disney, driving viewership and advertising revenue to new levels. As the season progresses, the company is set to reap the benefits of this strategic shift, solidifying its status as a key player in sports media.
