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Fox to Significantly Cut Commercial Time

Brandon Contes

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Last week, NBC Universal announced they will cut commercial time by 20% during primetime programming this fall. Yesterday, Fox stated they hope to trim advertising on their networks down to just two minutes per hour by 2020.

“We feel like we work in this attention economy, and essentially where this market has gone sideways is that we’re not properly valuing the consumer’s time and attention,” said David Levy, the executive vice president of non-linear revenue at Fox Networks Group. “There’s more things competing for your attention than ever, so the price of attention has gone up.”

As more people take to cord-cutting, using services such as Netflix, Hulu and Amazon Prime which have no advertising during their programming, linear TV networks feel the pressure of appealing to the modern day customer.

“There are more and more consumers, whether it’s from Hulu or the Netflixes or Amazons of the world, who are liberated via technology” from having to watch the sheer number of advertisements shown on traditional television, said NBC’s chairman of advertising, Linda Yaccarino. “TV networks would be crazy to believe that anything other than commercial overhaul was anything other than inevitable.”

According to Nielsen, the average amount of commercial time per hour on linear television during 2017 was 13 minutes for broadcast TV and 16 minutes on cable. Brian Wieser, a senior advertising analyst at Pivotal Research Group, told CNN some networks air up to 20 minutes of ad time during one hour of programming. With the current large amount of commercial time on television, a future decrease for Fox to just two minutes per hour is difficult to imagine.

As the way people consume content modernizes, more sponsors have looked toward advertising on digital platforms, affording networks to cut commercial time on traditional television. According to Magna, digital ad sales are expected to reach $237 billion this year, compared to $183 billion for television. If networks receive more income from digital advertising, they can limit commercial time on traditional television, providing more original content to viewers.

Brandon Contes is a freelance writer for BSM. He can be found on Twitter @BrandonContes. To reach him by email click here.

Sports TV News

Pat McAfee: Deals With Amazon/ESPN Fell Short Because The Show Comes First

“Energy, time, anything away from this show… we got a lot going on. This is my number one focus and it should remain as such…”

Jordan Bondurant

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Last week, it was announced that Pat McAfee would be hosting his own version of the popular Manning Cast only for college football games.

McAfee, co-host AJ Hawk, and the rest of his cast and crew from The Pat McAfee Show will host an alternate feed for six college football games this season.

McAfee was rumored to be in talks with Amazon about potentially hosting an alternate broadcast for its Thursday NFL games, and the former Colts punter had also reportedly talking with ESPN about potentially being featured on College GameDay.

McAfee said to Andrew Marchand of The New York Post that ultimately the Amazon and GameDay deals didn’t come to fruition because it just didn’t make sense.

“I’ve had great conversations with both companies, we just weren’t able to get to a point where ‘the ask’ and ‘the business’ were where it needed to be to get a deal done on both fronts,” McAfee said.

McAfee on his show on Monday elaborated a bit further, trying to put to bed that he was being courted for Thursday Night Football.

“I’m not 100 percent sure if that’s what we were talking about, by the way,” he said. “I was never really approached for anything for Thursday Night Football. That was never really anything.”

Pat read from the full response to Marchand’s questions, posted under the Post story which appeared on the paper’s site Monday. He reiterated that his daily show and the small business he built around his show, take precedent over anything else.

“Energy, time, anything away from this show, this operation, this crew; we got families being built, we got houses being bought, we got 12 employees, we got a lot going on,” he said. “So this is my number one focus and it should remain as such because I have a brain, and also I care a lot about this operation. I love it, actually.”

Still, McAfee made it clear that just because no deal was signed with ESPN and Amazon for 2022 means the ship has sailed permanently. He’s keeping his doors open.

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Sports TV News

ESPN Reportedly To Lose Big Ten Media Rights For the First Time in 40 Years

The idea is that FOX would have its marquee game kick off at noon, with CBS airing a game at 3:30. NBC reportedly will air games in primetime.

Jordan Bondurant

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BIG TEN, CBS, NBC, FOX SPORTS

After several months, it appears the Big Ten is nearing the finish line on a new media rights deal. And despite still reportedly being in negotiations with the conference, ESPN is looking set to lose out on media rights.

According to John Ourand of Sports Business Journal, CBS and NBC are the frontrunners to join with FOX.

The idea is that FOX would have its marquee game kick off at noon, with CBS airing a game at 3:30. NBC reportedly will air games in primetime.

Ourand reported his sources told him ESPN’s deal to keep the Big Ten was not as strong as the one offered by the other two networks.

It would mark the first time in four decades that ESPN didn’t have some involvement in Big Ten sports. But Ourand indicates the worldwide leader could pivot into bundling Big 12 and Pac-12 rights as an alternative. Additionally the network would then pursue keeping its deals with NCAA for championship coverage as well as being the home for the College Football Playoff.

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Sports TV News

Fox Officially Unveils NFL Broadcast Teams

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In what has been considered a formality for some time, Fox today officially unveiled Kevin Burkhardt, Greg Olsen, Erin Andrews, and Tom Rinaldi as their number one NFL broadcast team Monday. Burkhardt and Olsen were elevated to Fox’s top booth after the departure of Joe Buck and Troy Aikman to ESPN’s Monday Night Football earlier this year.

There were some reports that Drew Brees could have been a possibility to join the network, but those discussions fell apart.

The network’s other teams include several familiar faces to football fans:

#2 team: Joe Davis, Daryl “Moose” Johnston, Pam Oliver
#3 team: Adam Amin, Mark Schlereth, Kristina Pink
#4 team: Kenny Albert, Jonathan Vilma, Shannon Spake
#5 team: Kevin Kugler, Mark Sanchez, Laura Okmin
#6 team: Chris Myers, Robert Smith, Jen Hale

Olsen’s jump to the number one team with Burkhardt is a formality until the retirement of Tampa Bay quarterback Tom Brady. The seven-time Super Bowl winner will ascend to Fox’s number one booth upon his retirement, whenever that may be.

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