The expansion of the College Football Playoff (CFP) to include 12 teams marks a significant shift in the landscape of college football. For media companies, particularly Disney, this transformation has brought new opportunities and challenges. The extended playoff format not only promises to engage fans from a wider array of universities, but it has also triggered a ripple effect on television viewership and advertising revenue. As we delve into the first season of this new structure, it becomes apparent how deeply intertwined these elements are in the ecosystem of college sports.
With the increase in the number of teams competing for the championship, the stakes are higher, drawing in a larger audience. Disney’s platforms, including ABC and ESPN, are witnessing an uptick in viewership, with projections suggesting it could be their most successful season since 2016. This newfound interest isn’t merely anecdotal; data from advertising analytics firm EDO indicates that audiences are engaging with commercials at unprecedented rates. This season, viewers are reportedly 11% more likely to interact with ads during college football games on Disney’s networks compared to the broader cable and broadcast average.
As the college football calendar approaches the holiday rivalry weekends, the anticipation builds. Traditional matchups, such as Ohio State vs. Michigan, promise to captivate viewers and enhance the commercial potential of these televised events. With the heightened stakes brought about by the expanded playoff format, there’s a palpable increase in the significance of regular-season games, making them not just mere lead-ups to the playoffs, but crucial battlegrounds in their own right.
From an advertising perspective, the shift to a 12-team playoff setup has revitalized the market for college football. Ad engagement is experiencing a vigorous revival, buoyed by the heightened excitement surrounding the games. Jim Minnich, Disney’s senior vice president of advertising revenue, has noted the remarkable success in both content and ad sales, with ABC expected to achieve its highest college football ratings since 2009. This phenomenon underscores the evolving dynamics of the advertising market, where targeted campaigns during college games can yield high returns.
EDO has reported that ads featured during college football broadcasts on Disney networks were 93% more effective last year than competing programming. Such metrics heighten the attractiveness of advertising slots during these sporting events, prompting brands ranging from food companies to pharmaceuticals to stake their claims. Products like Popeyes and AbbVie’s Skyrizi have seen amplified consumer engagement, further validating college football’s status as a lucrative advertising platform.
Despite the promising metrics surrounding college football, the broader media industry is navigating complex challenges. The exodus from traditional pay-TV bundles poses an existential threat to established networks. In response, major players, including Disney, have increasingly pivoted toward digital platforms to capture a shifting demographic of viewers, thereby intensifying their reliance on advertising revenue.
Disney, for its part, is already witnessing strong renewal demand for its college football advertising partnerships, with some advertisers keen to sign on for terms extending into 2027 and beyond. The renewed interest in college football, coupled with a competitive advertising environment, illustrates the enduring relevance of live sports in an age increasingly dominated by on-demand content.
Live sports serve as the cornerstone of television ratings, with college football holding a prominent position behind the National Football League. As advertisers lean into this stable viewership structure, college football has emerged as a reliable revenue stream for networks desperate for reliable audiences. Kevin Krim, CEO of EDO, has eloquently captured the essence of college football’s commercial appeal, asserting that it delivers a unique combination of passionate viewership and engagement—elements that make it a highly coveted asset in the programming lineup.
In a marketplace where traditional media faces disruption, the value of live sports rights has surged. Disney’s substantial investment in SEC football rights proves the point. As ESPN and the CFP formalize massive contracts, the financial stakes in college football have never been higher.
The symbiotic relationship between expanded playoff formats, viewer engagement, and advertising revenue suggests a promising future for college football broadcasting. As television networks adapt to an evolving landscape, college football remains a beacon of stability. The implications for advertisers, fans, and media companies alike point toward an exciting era in sports broadcasting where the potential for growth is only just beginning to be realized. Ultimately, the expanded College Football Playoff format does more than alter the championship landscape; it reshapes the fundamental dynamics of how audiences connect with their favorite teams and the brands that seek to reach them.