College football is officially back. The Power 5 have all returned – ACC, SEC, Big 10, Big 12 and Pac-12 – with some seasons underway and others preparing to kick off soon with abbreviated formats.
What does this mean for media strategies for brands?
- Following a saturated time of sports on broadcast, college football will take center stage through December. With the NBA, NHL and MLB season concluding, as well as the national election, college football and the NFL will be the primary sports on television – something that has never happened before this year. Major conference games, such as Ohio State versus Michigan, are now slated for Mid-December – which will fall into the gaps of other major league seasons and are expected to draw big ratings.
- The later season makes college football media an attractive channel for brands to leverage during their holiday season push. College football is well positioned as a prime media channel, which means conference and national networks will be broadcasting these top-ticket matchups during the peak holiday season. Through our rEvolution Sports Network (rSN), we are able to leverage conference networks to build brands the right national package of college football programming to provide efficient TRPs in the fourth quarter.
Additionally, with on-site fan restrictions across the conferences, TV-led campaigns are the only way for brands to effectively reach fans where they are this season. This said, brands can still deliver safe yet meaningful custom live-experiences and programming, such as:
- Drive-In College Game Days, extending the passional and excitement beyond the walls of the stadium
- Stadium Seats, socially distant watch parties not tied to vehicles
- At-Home Tailgate Kits, reaching fans directly at home to enhance the on-air broadcast
No doubt the college football season looks different, but there is still great opportunity for brands to connect directly with college football fans through TV-driven initiatives that drive impact and achieve business objectives. And it’s not too late to get in the game.
For any questions on college football or to learn more about our rSN programming packages and custom experiences, send a quick note to Larry today.
About Larry Mann, EVP
A sports media veteran, Larry joined rEvolution in 2002 after a career built with ESPN and Fox Sports. His goal at rEvolution has always been to be an agent for change in the industry, and he has tirelessly worked to provide world-class service to the sports media client – be they agency or brand. This Tar Heel isn’t afraid to speak his mind, and thrives on knowing every last detail about sports media properties and opportunities, so when he’s speaking it’s best to listen – or even take notes. Larry outworks and out hustles his counterparts in our industry and others, and is an incredible asset for the rEvolution team. You can find Larry quoted in recent articles in Digiday and Marketing Dive, providing candor and guidance for brands intrigued yet uncertain about the marketing and media potential of the 2020 college football season.