Brands are looking at the new college football championships as a huge opportunity to reach consumers at a fraction of the Super Bowl’s cost.

The semi-final games on New Year’s Day scored huge ratings. Ohio State vs. Alabama set a record as the most-watched live event in the history of cable television, with 28.3 million viewers tuning in.

Now, 30-second spots during the final game are earning a $1 million price tag, according to Ad Age.

Media buyers are forecasting an 18 rating for the game.

That kind of tune-in at the price point offers brands an opportunity that could be too good to pass up. And ESPN is expected to bank some serious advertiser money in the process.

Among the brands suiting up for college football’s big game: Taco Bell, Allstate, AT&T, and Dr Pepper.

Read More: AdAge

Brief Take: The new college football championships could prove to be very, very lucrative for the networks that broadcast them in the coming years, especially if ad rates head north as the years progress.

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