Disney networks achieve highest college football viewership since 2016

In the United States, the College Football Playoff expanded to a 12-team format this season, marking a significant shift in college football. This change has not only increased fan engagement across various teams but has also led to substantial benefits for media companies, particularly Disney. Its networks, including ABC, ESPN, and ESPN2, are projected to witness their highest viewer ratings for college football since 2016. This is attributed to the broader interest from fans, as more teams are now part of the playoff scenario, making games more competitive and relevant. The enhanced viewership comes during a crucial time for media companies, as they adapt to shifts in consumer habits, particularly with the decline in traditional pay-TV subscriptions. Disney is capitalizing on this new playoff structure to draw in more advertisers, highlighting a rise in ad engagement rates during college football games this season. According to advertising data from EDO, there has been an 11% uptick in consumer engagement with ads shown during these games compared to the broader prime-time average for competitive broadcasts and cable channels. As the Thanksgiving weekend approaches, noted for its packed schedule of college football games, expectations for advertising performance are high. EDO forecasts that the performance of ads during these specific games will surpass previous years, largely due to the heightened significance of the games in the playoff context. Media companies are now selling ad slots at unprecedented rates, with about 90% to 95% of advertisements for the College Football Playoff games already sold as the season progresses. There's particular optimism for the championship game, suggesting advertisers are more eager than ever to connect with viewers through college football. In summary, as the landscape of college football evolves, so too do the strategies of media companies. The combined effects of expanding playoff formats and shifting viewer habits have made this football season exceptionally pivotal for networks like Disney, whose approach focuses on engaging viewers more deeply and maximizing advertising opportunities. In the coming weeks, the interplay of these factors will likely shape the future of college football broadcasting and advertising strategies in a competitive media environment.