College Football Championship: A New Super Bowl in the Making?
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Following a pair of record-breaking semi-final games on New Year’s Day — including the most-watched event in cable history — the first College Football Playoff National Championship game is expected to be a boon for ESPN and its advertisers.
Despite a flurry of other big-ticket, high-profile TV events in the first quarter, including the Golden Globes, Grammy Awards, Academy Awards, and of course, NFL playoffs and the Super Bowl, media buyers are putting the cost of a 30-second spot in the Championship game at $1 million. And no wonder: One media buyer predicts the game could ultimately pull an 18 rating (a ratings point represents 1% of TV households).
Marketers might not get Super Bowl-size ratings, but they will get all the hype and passion at a fraction of the cost, far south of the Super Bowl’s $4 million-plus rates and even half a million cheaper than spots in the NCAA Final Four basketball tournament.
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