When looking at format options, things like co-branded ticker ads, which Disney is already bringing to its Disney+ news programming, could be a possibility. In addition, Krim points to NASCAR as an example of programming that successfully deploys squeezeback ads, which temporarily minimize the main video content to make space for other elements, including video or display ads and text.
“NASCAR on Fox and on Amazon has been over 20% more effective at driving engagement with the ads than the average broadcast and cable daytime ads,” Krim said, adding, “Those kinds of ad innovations are effective at getting people to engage with the advertising while not missing any of the action.”
But to engage with the advertising, viewers also have to know how to find it.
The big question: Where’s my content?
Despite Disney’s CEO saying on an earnings call that the company will give fans more games to watch than ever, Proulx said the deal adds further complexity to the TV landscape. After all, NFL games and content are now spread across various streaming services, including ESPN’s streamer, Amazon Prime, Peacock, Paramount+, Netflix, Fox One, and more.
However, that confusion may not last forever.
Iger said in the earnings call that Disney is talking about potential bundles with other sports streamers. And according to Proulx, the industry is still at the beginning of streaming market consolidation, with Disney’s news that it’s folding its Hulu app into Disney+ being a recent example.
“This is a signal that consolidation is starting to happen, and I think we’re going to start to see it happen with sports and distribution rights as well,” Proulx said.
Moving forward, Proulx’s biggest question is about how the deal affects consumer behavior, and when things will settle down to make it easier for fans to find the programming they want to watch.
“It is hard for the sports fan to be able to figure out where to watch their favorite leagues,” Proulx said. “Streaming has yet to solve for that problem.”
