College Football TV Ad Market to Grow

There are fewer must-​see live TV events these days. But one programming topic, college sports, is set to grow. A recent Wall Street Journal article College Football - Catch and Tackle.describes how the fiscal challenges at colleges and universities and the need for advertisers to reach engaged audiences are combining to create a great opportunity for TV media providers in college football.

According to Bachman and Futterman, who penned the article for the Wall Street Journal, big money is coming into televised college football events. While we’re all familiar with the money and excitement surrounding March Madness, these writers point out that TV media providers will spend $25.5 billion on showing college football over the next decade. This plan involves a “deal for ESPN to televise major-​college football's first playoff—a four-​team bracket launching in 2014.” TV media companies, especially cable operators, believe there’s money to be made not only in charging additional fees for college football channels but also in selling ad space to marketers.  Live TV college football is a significant draw for 18 to 34 year old men. The audience is substantial as surveyed consumers rank college football only behind national football and baseball in terms of a favorite sport.

Analysts are sounding cautionary notes about just how far a college or university is willing to go to bring football-​related revenue through the door. And, there’s the pesky problem of the numbers of younger consumers who have been tempted to cut the increasingly expensive cable TV cord.  It’s likely that these issues will take a back burner to the big segment of the population that wants to enjoy live college football on their big screen TVs. As a result, marketers at all levels will have a chance to get their message in front of a desirable audience.

To learn more about College Football fans, check out the Audience Interests & Intent Report available on Research Store at ad​-ology​.com.

[Source: Bachman, Rachel and Futterman, Matthew. College Football’s Big Money, Big Risk. Online​.wsj​.com. 9 Dec. 2012. Web. 18 Dec. 2012] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.