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Ahead of the NFL's cutbacks to its annual schedule, Disney's advertising sales team is gearing up for another jam-packed season. . And while the full picture of the NFL's prime-time schedule won't be available until later this week, and if precedent holds, it will likely be announced Thursday night, Rita Ferro believes there will be as many as 10. . MNF The game will be broadcast on the ABC Broadcasting Network.
During a telephone interview with sportico Last week, Disney's president of advertising sales said that by 2024-2025, MNF The roster will not be as focused on broadcasts as it was a year ago — ABC acquired all but three of the 22 scheduled NFL games as a hedge against the writers' strike that canceled the fall TV season. –Alphabet Network is still very mixed in September. ABC is expected to simulcast six or seven. MNF We will air three exclusive programs while broadcasting the game.
“It's not 100% locked in, but we know there will be a minimum number of games that will be simulcast,” Ferro said. “So, the schedule will be exactly the same as last year?” I don't know yet, but I don't think so. But as before, there will definitely be some simulcasts and limited broadcasts. Because that's a big part of our overall makeup in terms of how we cover the game. ”
Last year's emergency measures boosted the economy MNF ESPN and ABC combined averaged 17.3 million viewers per game, up from 13.4 million the previous season, an impressive 29% increase in viewership. While the NFL has decided to allow ABC to simulcast 12 additional programs; MNF Even after the game wasn't delivered until September 18th and 90% of the in-game inventory had already been sold off in the spring/summer prepaid market, Disney's sales staff was still raking in nearly $300 million in extra revenue. .
ABC probably won't be that big of a factor, but MNF Ferro said Disney is looking to build on last year's supply of steroids. “We have been planning for audience growth and expansion across NFL games, all platforms,” Ferro said. “This is ‘growth’ in the sense of our expectations from an audience perspective, as well as gains across the portfolio.”
Besides the obvious benefits of having a wireless network on certain Monday nights, ABC's signal reaches televisions in approximately 82.5 million U.S. homes across its affiliate properties, compared to approximately 12.3 million homes on Disney's cable flagship. There are advantages.MNF Advertisers who buy across platforms enjoy benefits that go beyond mere impression amplification. Games simulcast on ABC generally target an older, more female-biased audience, while ESPN's viewership is younger and leans more toward the XY set. Meanwhile, Disney's streaming platform serves the company's most desirable demographic audience, often reaching fans 25 years younger than ABC's viewers. .
“The audience a brand can reach is MNF Broadcasting on both ABC and ESPN is a great example of why streaming-linked packaging is so powerful and why we think that portfolio approach is a big differentiator for us.” Ferro said.
In addition to the already enviable NFL slot, Ferro's team is also looking forward to selling ABC/ESPN's new SEC package. This includes the popular Saturday 3:30 p.m. ET slot, previously managed by CBS, and the equivalent of an additional 15 games per game. season. Disney had its second-highest-watched college football season in eight years last year, and advertisers who bought into the Mouse House's College Pigskin promise saw significant returns. According to Ferro, his one unit purchase on ABC/ESPN's college football games was just as effective as his six spots on the competing network's One.
Ferro will be busy moving units and sponsors this spring, but Disney's long-term partnership eliminates much of the usual up-front haggling. With his 60 multi-year deals in place across multiple leagues and sports, there will simply be less inventory to sell off at the annual bazaar. Due to supply and demand, relative scarcity only gives him an advantage over ABC/ESPN in terms of price.
Brands that have long-term agreements with Ferro's team include AT&T, Taco Bell, Home Depot, Capital One and Ram Trucks.
But that doesn't mean Disney sales staff can escape to the Hamptons for the summer while others try to drum up business. First, multi-year contracts are what distinguish the sports market from other sectors, so the likes of NBC, CBS and Fox are all in a similar position in looking to secure acquisitions across their respective portfolios. This is a new business that everyone keeps jumping on, and as more brands look to partner with women's sports, we expect the opportunity to get a ton of newbie business to explode.
“At Disney, our motto is that women's sports are about life, not just a moment. movement'' Ferro said, noting that the company has been a proud supporter of this movement for much of the past 30 years. “We have brands and partners who really push us to go the extra mile to give these sports and athletes the opportunities they deserve and the exposure they deserve.”
Disney is already in talks with Group M. GroupM, a $64 billion global media buying company, recently announced a commitment to double its investment in women's sports. “Our prolific women's sports make it a natural place for Group M to have big, bold conversations, and we're thrilled they're leaning into that story,” Ferro said. said. “Women's sport is now a huge priority for agencies and advertisers, and it's been a long time coming.”
Given that more than one-third of all live sports is available through one of the ESPN platforms, Ferro & Co. has the privilege of selling more units that are broadcast within the context of live programming. . This environment remains a must-have environment for marketers. We aim to maximize commercial impressions.
“Live Matter on linear television and in sports is the best expression of that to the fullest,” Ferro said. “There is no substitute for live sports.”
Disney's 2024-25 Upfront Presentation will be held on May 14th at the Javits Center in New York.
