Here’s a first: Local ads in Super Bowl stream
Fox will let stations insert spots into the digitalcast
January 18, 2017
Fox likes doing things differently.
That’s long been a hallmark of the network’s branding, and it shines through in its programming strategy, its marketing ideas and even, it appears, its Super Bowl coverage.
The network is embarking on two major firsts with the Super Bowl online stream this year, moves that other networks seem likely to follow in the future.
Fox will include local advertisements during the digital stream, the first time any network has offered that capability. The network said more than 170 affiliates across the country plan to take part in the program.
“Participating affiliates will have access to same ad inventory for both the linear and digital broadcasts of the February 5 game,” the network noted.
The stream will be available to unauthenticated viewers, a departure from the regular Fox Sports streams, which you can usually only see after you authenticate your pay TV provider.
That’s not a change – other networks have done the same in the past.
Selling national Super Bowl ads separately
But another new thing for Fox is selling national ads for the stream separately from the traditional TV broadcast. In the past, networks have paired the two, only allowing someone to buy on the stream if they purchased a TV ad.
Yet Fox decided they should be separate. The network has claimed it’s getting $700,000 per ad for streaming only (compared to $5 million for a TV-only spot), reflecting the increasing importance of this medium.
As this summer’s Olympics on NBC showed, viewers are increasingly interested in watching livestreams. While they still draw a fraction of the audience that traditional TV does, they allow people to watch on the go and in other rooms of the house instead of being tethered to a television set.
That online tendency will only increase as the years go on, with more people becoming digital video-savvy and the number of connected devices increasing.
So while Fox may be doing a couple of firsts, they’ll probably become de rigueur in the coming years.
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