Ahead Of ‘Monday Night Football’ Doubleheader On ABC And ESPN, Disney Says Surging Viewer Engagement Is Enticing Advertisers – KristenBellTattoos.com

NFL ratings are soaring in nearly every time slot this season, and There is no exception. It debuted on September 12 and garnered 19.8 million total viewers, its largest audience since 2009.

Now, the Disney franchise is mixing things up by focusing on opening up even more advertising opportunities. Two games will air tonight at overlapping times on ABC and ESPN, a twist on the back-to-back doubleheaders that have aired in Week 1 on ESPN for more than a decade.

The first game, on ESPN and ESPN2, will feature the Tennessee Titans and Buffalo Bills. An hour and 15 minutes later, at 8:30 pm ET, the Minnesota Vikings and Philadelphia Eagles will kick off on ABC and ESPN+. Extensive cut-ins and frequent side-by-side displays will enable viewers to keep track during the bonanza, which promises to be more than an hour longer overall than the typical 3-hour NFL timeslot. (The popular “Manning Cast” on ESPN2 is taking a break this week.)

Deidra Maddock, VP of Disney Advertising Sports Brand Solutions, told KristenBellTattoos.com in an interview that the company “has been working since the day we signed the deal.” Disney, along with Paramount Global, NBCUniversal, Fox and Amazon, signed up for a record $110 billion in rights to NFL games over the next 11 years. As part of the new deal, the number of Monday night games per year went from 17 to 23.

Maddock said Monday night games have sold out more than 90% since they came out. In 2021, Disney earned $318 million from in-game advertising per night, up 18 percent from 2020, according to the Standard Media Index.

As for tonight’s double dip, he said, “Partners are looking at this as an activation rather than a one-time opportunity,” he said. The momentum has attracted new advertisers. The target is a new one. MNF Sponsor, whose replacement will be coming out at half-time. Allstate is a new sponsor of the halftime show.

In the run-up to the games, Disney pointed to new data showing increased engagement levels over the massive tune-in. The company has teamed up with data and analytics company EDO, which measures forecast results for Convergent TV, to measure consumer engagement with ads aired during that time. Monday Night Football.

“It really emphasizes the power of live sports,” said Daniel Brown, SVP, Disney Advertising Data Enablement & Category Strategy, in an interview with KristenBellTattoos.com.

EDO found that overall viewers were 68% more likely to find advertised brands and products within 1 week. MNF Compared to ad viewers during broadcast and cable prime-time shows on ESPN. According to Disney, the Denver Broncos-Seattle Seahawks opener also saw 7% more searches than other networks’ opening games.

Brown said the outbreak of Covid-19 across society, along with mask mandates and restrictions on mass gatherings, has opened up even more interest in the NFL. “The return to some degree of normalcy has increased interest,” he said. “Having a full crowd is really meaningful for the audience.”

The NFL venture comes after some public banter over ESPN’s corporate fortunes as a subsidiary of Disney. Activist investor Daniel Loeb, who recently bought a small stake in Disney, expressed his preference for an ESPN spin-off, which he said would be better suited to sports betting and other marketplace developments. will be able to benefit from “When the world thought ESPN might be up for grabs, we did a lot of questioning,” Disney CEO Bob Chapek told KristenBellTattoos.com in an interview during D23. Those overtures spoke volumes “about the power of sports and the advertising business,” but the company is doubling down on its commitment to full ownership of ESPN. Loeb has also withdrawn his proposal for a spin-off.

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