College Football and World Cup Drive Live Sports Viewership Growth - Episode Hero Image

College Football and World Cup Drive Live Sports Viewership Growth

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TL;DR

  • College football viewership continues to separate itself as the second-highest sport in the U.S., with conference championship games achieving viewership comparable to early NFL windows and major awards shows.
  • The FIFA World Cup Draw, broadcast on a major network instead of cable, saw a 242% audience increase, demonstrating viewer appetite for major global events on accessible platforms.
  • The U.S. Men's National Team's World Cup draw, while not featuring top-tier opponents, offers a "winnable" path, creating media opportunities to build audience anticipation and optimism.
  • The integration of polarizing personalities like Dave Portnoy into college football broadcasts enhances entertainment value by eliciting strong fan reactions, driving engagement beyond traditional analysis.
  • Expansion of college football playoffs, similar to the World Cup, is beneficial as it provides opportunities for smaller programs to compete, fostering broader interest and debate.
  • The U.S. soccer landscape has significantly evolved since 1994, with increased accessibility to games and a growing generation of fans, indicating soccer's establishment as a major sport.
  • Despite the rise of streaming, linear television remains crucial for live sports, as evidenced by new TV purchases driven by the demand for watching sports as "greatest reality television."

Deep Dive

College football viewership continues its ascent as the second-most popular sport in the U.S., demonstrating robust engagement across conference championship games and the regular season, even as the sport grapples with fragmented media rights and varying conference alignments. This sustained popularity, particularly driven by powerhouse teams like Ohio State, underscores the enduring appeal of college football as a major cultural and economic force, while also highlighting the complex dynamics between traditional media, emerging platforms, and the evolving playoff landscape.

The recent college football season saw record-breaking viewership, with Fox leading broadcasts, notably its Big Ten Championship game between Indiana and Ohio State, which drew 18.3 million viewers, surpassing major events like the Kentucky Derby and the Grammys. ESPN networks also experienced their best season since 2011. This strong performance indicates a significant audience appetite for college football, even for games where playoff outcomes are already determined, suggesting that the inherent drama of championships, the influence of major programs like Ohio State, and compelling underdog narratives, such as Indiana's fairy tale season, are powerful draws. The integration of personality-driven content, like Dave Portnoy's role in Fox's "Big Noon Kickoff," further amplifies viewership by engaging a polarized audience through entertainment value, demonstrating a successful strategy in captivating a broad spectrum of fans.

The FIFA World Cup Draw, while lengthy, successfully positioned the event as a global spectacle, with the U.S. draw audience increasing significantly on the broadcast network compared to previous years, indicating growing U.S. interest. The analysts' optimism about the U.S. men's national team's chances in a "winnable" group suggests a media narrative that could further boost engagement, particularly if the team advances. This heightened interest is crucial for soccer's growth in the U.S., aiming to shift perceptions of Major League Soccer from a retirement league to a viable developmental platform and to create a new generation of fans and stars. The upcoming World Cup and potential expansion of college football playoffs signal a trend towards more inclusive and expansive sporting events, which, while potentially diluting some games, offer opportunities for broader participation and sustained fan interest across various platforms.

The sports media landscape is undergoing rapid transformation, with experimentation in broadcast formats, such as reality-show-themed NFL alt-casts and Pixar-themed Monday Night Football, highlighting a push for innovative viewer experiences. While linear television's role in live sports remains strong due to its inherent "greatest reality television" appeal, the industry is actively exploring new models, including Netflix's potential acquisition of Warner Bros. Discovery's film studio and streaming service, and Apple's significant investment in MLS. This dynamic environment suggests that while live sports will continue to anchor traditional broadcasting, the business will increasingly diversify across platforms, driven by a constant search for engagement and new revenue streams, with the 2026 World Cup poised to be a major storyline in this evolving ecosystem.

Action Items

  • Audit college football viewership: Analyze 5-10 conference championship games to identify factors driving audience engagement beyond playoff implications.
  • Track USMNT World Cup interest: Measure media mentions and social media sentiment for the US Men's National Team from December to June to gauge pre-tournament fan anticipation.
  • Evaluate alternative NFL broadcasts: Assess the viewer retention and engagement of 2-3 experimental NFL alt-casts (e.g., reality show, animated) to inform future broadcast strategies.
  • Measure conference media rights value: Calculate potential revenue increases for college football conferences by modeling unified media rights deals, referencing the discussion on Notre Dame vs. ACC alignment.

Related Episodes

Key Quotes

"This is a sport that continues to separate itself as the number two in this country behind only the NFL and you really got to wonder how lucrative it could be if all of those conferences ever pulled their media rights together one day in the future."

Austin Karp highlights that college football is the second most popular sport in the U.S. behind the NFL. Karp suggests that consolidating conference media rights could lead to significant financial gains for college sports.

"Well apparently fans still wanted the action fox they led all games over the weekend with indiana taking home its first big ten championship over ohio state and it was a big ten championship audience record it's insane 18.3 million viewers that's not quite the level of what ohio state michigan got but it's the equivalent of an early sunday afternoon NFL window."

Austin Karp points out that despite concerns about viewer interest, college football championship games still draw substantial audiences. Karp notes that the Big Ten Championship game, in particular, achieved record viewership, comparable to an NFL game.

"The world is watching. They don't want to put on like a little 15-minute rinky-dink you know daily lottery show where they're just pulling balls out and you know grandma's looking at her scratch off tickets. This is this is a big presentation. This is here to announce the World Cup to the world."

Rob Stone explains that the FIFA World Cup Draw is a significant global event that requires a substantial presentation. Stone believes that the extensive nature of the broadcast is appropriate given the worldwide audience and the importance of announcing the World Cup.

"So in the end, um, it was well worth the wait. How about that? Do you think the event would have hit any differently had it been in Vegas where it was originally scheduled versus having it in DC? So are you like implying and and leading to like the political, the political toying? Well, no, there's like a pomp and circumstance that's Vegas that screams Vegas. Well, also it screams America, right? I mean, no doubt this is what we do in the United States, right?"

Rob Stone argues that the location of the FIFA World Cup Draw, whether in Las Vegas or Washington D.C., does not fundamentally alter the event's nature. Stone believes that the "extravaganza" aspect is characteristic of American event production, regardless of the specific city.

"So I mean, we had David Trezeguet, we had Rio Ferdinand, we had Carly Lloyd, Landon Donovan, all just coming by that, you know, not to the ring but like want to say hi, want to be a part of this and you know, he he brings some some megawatt power immediately and you know, I I understand his paycheck is with another company but boy he slid right into our team whether it was at the dinner or the production meetings and obviously through the course of our what it was three and a half hour presentation."

Rob Stone describes the impact of Thierry Henry's presence during the World Cup Draw coverage. Stone notes that Henry's star power attracted attention from other notable figures and that he seamlessly integrated into the broadcast team.

"I think whenever there's a trophy at stake, people care. And Ohio State is the greatest college football audience out there. You know, people will say what about Alabama and the Texas's and the Michigan's, I agree, but I still say that the Ohio State Buckeyes are the Dallas Cowboys of college football right now. People want to watch them."

Rob Stone asserts that the Ohio State Buckeyes possess a massive college football following, comparable to the Dallas Cowboys in the NFL. Stone believes this significant fanbase contributes to the high viewership of their games, even in matchups where playoff implications might seem secondary.

"Dave has been a great addition in my humble opinion. You know, and again, listen, I'm a pro wrestling guy, like way, way, way back in my roots, so I understand, you know, the heel and the babyface and and Dave plays that heel to a fantastic role and he integrates the fans and he makes them angry, makes them yell, makes them cheer, makes them boo, makes them say he's spot on. That's what you need. Like that's entertainment. That's what people want."

Rob Stone praises Dave Portnoy's contribution to college football coverage, likening his role to a "heel" in professional wrestling. Stone explains that Portnoy's polarizing nature and ability to elicit strong reactions from fans create engaging entertainment.

"I'm always in favor of more. More's better, right? Like who doesn't want more? Maybe college basketball tournament, I don't want as much more. Um, but I'm fine with it. Listen, we've got an expanded World Cup, 48 teams, I'm good with it. Will some of the games be diluted? For sure. But guess what? Cape Verde, you know, now has an opportunity to shock the world."

Rob Stone expresses support for expansion in sports tournaments, including the World Cup and college football playoffs. Stone believes that expansion provides opportunities for more teams and creates exciting underdog narratives, even if it means some games may have diluted competition.

"I think number one, you're looking at US soccer. Did US soccer capitalize? Did Major League Soccer capitalize on this? Did they get more eyeballs? Did they create a new generation of fans? Did they create new stars or the opportunity for new stars?"

Rob Stone identifies increased viewership and the cultivation of new fans and stars as key metrics for the success of soccer in the United States. Stone suggests that capitalizing on the sport's growing popularity is crucial for both US Soccer and Major League Soccer.

"I'm fascinated where this business goes. You know, what Netflix just did, you know, will be really curious for everybody in the sports media industry. You know, whether it's it's talent, it's producers, it's conferences, it's leagues. You know, what Apple has done the last couple years."

Rob Stone expresses keen interest in the evolving landscape of the sports media business. Stone specifically mentions the recent moves by Netflix and Apple as significant developments that warrant attention from industry professionals.

Resources

External Resources

Books

  • "The Dallas Cowboys of College Football" - Mentioned as a comparison for the Ohio State Buckeyes' popularity.

Articles & Papers

  • "SBJ Influence 125 list" (SBJ) - Mentioned as a comprehensive effort by the newsroom identifying influential figures in sports business.

People

  • Rob Stone - Fox Sports studio host, discussed World Cup Draw and college football.
  • Austin Karp - SBJ media reporter, host of the podcast, discussed viewership and college football season.
  • Tim Pernetti - American Conference commissioner, previously discussed media rights on the podcast.
  • Eric Shanks - Mentioned as a leader at Fox, big Indiana fan, and involved with Big Noon Kickoff.
  • Mike Mulvihill - Mentioned in relation to linear TV viewership.
  • Thierry Henry - Former soccer player, discussed as a guest analyst for the World Cup Draw coverage.
  • Alexi Lalas - Soccer analyst, discussed as a long-time colleague of Rob Stone.
  • David Trezeguet - Mentioned as a celebrity who approached Rob Stone and Alexi Lalas at the World Cup Draw.
  • Rio Ferdinand - Mentioned as a celebrity who approached Rob Stone and Alexi Lalas at the World Cup Draw.
  • Carly Lloyd - Mentioned as a celebrity who approached Rob Stone and Alexi Lalas at the World Cup Draw.
  • Landon Donovan - Mentioned as a celebrity who approached Rob Stone and Alexi Lalas at the World Cup Draw.
  • David Neal - Mentioned as a former Fox World Cup and Olympic producer.
  • Dave Portnoy - Mentioned as a contributor to Big Noon Kickoff, described as playing a "heel" role.
  • Big Cat - Mentioned as part of the Barstool crew who resonated with the Big Noon Kickoff audience.
  • Urban Meyer - Mentioned as being enshrined into the College Football Hall of Fame.
  • Steve Bornstein - Mentioned as an influential figure in sports business from the media side.
  • Sandy Montag - Mentioned as an influential figure in sports business from the media side.
  • Dick Ebersol - Mentioned as an influential figure in sports business from the media side.
  • David Levy - Mentioned as an influential figure in sports business from the media side.
  • Molly Solomon - Mentioned as an influential figure in sports business from the media side.
  • Shawn McManus - Mentioned as an influential figure in sports business from the media side.
  • Bob Iger - Mentioned as an influential figure in sports business from the media side.
  • Bill Simmons - Mentioned as an influential figure in sports business from the media side.
  • Jimmy Pitaro - Mentioned as an influential figure in sports business from the media side.
  • Mark Lazarus - Mentioned as an influential figure in sports business from the media side.

Organizations & Institutions

  • Fox Sports - Discussed for its coverage of college football championships and the World Cup Draw.
  • SBJ (Sports Business Journal) - Publisher of the podcast and the "SBJ Influence 125 list."
  • Nielsen - Mentioned for its big data and role in college football viewership superlatives.
  • ESPN Networks - Discussed for college football viewership numbers.
  • ABC - Mentioned as a clear leader in college football viewership.
  • Fox owned Big Ten Network - Discussed for its viewership season.
  • NBC - Mentioned for its viewership numbers for the Big Ten package.
  • CBS - Mentioned for its viewership numbers.
  • The CW - Mentioned for its viewership increase.
  • FIFA - Mentioned in relation to the World Cup Draw production.
  • ACC (Atlantic Coast Conference) - Discussed in relation to Notre Dame's conference alignment.
  • Big 12 - Discussed for its championship game viewership.
  • American Conference - Discussed for its championship game viewership.
  • SEC (Southeastern Conference) - Mentioned for its football viewership.
  • Conference USA - Mentioned as a conference with increased viewership.
  • Sun Belt - Mentioned as a conference with increased viewership.
  • NFL (National Football League) - Mentioned as the number one sport in the US and for its Thursday night football viewership.
  • College Football Playoff (CFP) - Discussed in relation to team rankings and playoff spots.
  • Barstool - Mentioned in relation to its integration with Big Noon Kickoff.
  • Peacock - Mentioned for its "Sunday Night Reality Hot Seat" show and its "Manning Cast" alternative telecasts.
  • Bravo - Mentioned in relation to reality show stars featured on Peacock's "Sunday Night Reality Hot Seat."
  • Disney - Mentioned in relation to ESPN and Pixar's "Monsters Inc." alternative telecast.
  • Pixar - Mentioned for its intellectual property used in an alternative telecast.
  • Warner Brothers Discovery - Mentioned in relation to a potential deal with Netflix.
  • SkyDance - Mentioned as a company involved in a potential deal with Warner Brothers Discovery.
  • Major League Soccer (MLS) - Discussed in relation to its growth and media rights deals.
  • UEFA Champions League - Mentioned as a soccer competition.
  • EPL (English Premier League) - Mentioned as a soccer competition.
  • Euros - Mentioned as a soccer competition.
  • Gold Cup - Mentioned as a soccer competition.
  • MLB (Major League Baseball) - Mentioned in relation to its playoff structure.

Videos & Documentaries

  • "Monsters Inc." version of Monday Night Football - Mentioned as an alternative telecast by ESPN and Disney.

Tools & Software

  • Nielsen's Big Data Full Out-of-Home - Mentioned as having a hand in college football viewership superlatives.

Websites & Online Resources

  • SBJ website - Mentioned as a place to find the "SBJ Influence 125 list."

Other Resources

  • College football - Discussed extensively regarding viewership, conference championships, and playoff potential.
  • World Cup Draw - Discussed in detail regarding its production, audience, and impact.
  • Big Ten Championship - Discussed regarding its viewership and significance.
  • SEC Title Game - Discussed regarding its viewership.
  • Big 12 Title Game - Discussed regarding its viewership.
  • American Conference Title Game - Discussed regarding its viewership.
  • ACC Title Game - Discussed regarding its viewership.
  • Heisman Trophy - Mentioned as a factor in college football discussions.
  • Big Noon Kickoff - Discussed as a show with record audiences and its integration of Dave Portnoy and Barstool.
  • Manning Cast - Mentioned as an alternative telecast format.
  • Reality TV - Discussed in relation to an alternative telecast format.
  • Linear TV - Discussed as a continuing relevant medium for live sports.
  • The 2026 World Cup - Identified as the biggest story in sports media for the upcoming year.
  • Soccer - Discussed in terms of its growth and appreciation in the United States.
  • US Men's National Team - Discussed in relation to World Cup prospects and fan interest.
  • The Peace Prize - Mentioned in the context of the World Cup Draw.
  • The Super Bowl - Mentioned as a precursor to increased World Cup interest.
  • The CFP Semifinals - Mentioned in comparison to Big Ten Championship viewership.
  • The Grammys - Mentioned in comparison to Big Ten Championship viewership.
  • The Kentucky Derby - Mentioned in comparison to Big Ten Championship viewership.
  • The NCAA Men's Basketball Championship Game - Mentioned in comparison to Big Ten Championship viewership.
  • The Manning Cast on Peacock - Mentioned as an earlier experiment by NBCE.
  • The Simpsons - Mentioned as a previous alternative telecast.
  • Family Guy - Mentioned as a desired future alternative telecast.
  • The FIFA World Rankings - Mentioned in relation to team strength.
  • The Patriot League - Mentioned as the speaker's alma mater.
  • The Big East - Mentioned as a conference played against.
  • The ACC - Mentioned as a conference played against.
  • The Group of Six - Mentioned in the context of college football playoff expansion.
  • The NFL Model - Mentioned as a potential future structure for college football conferences.
  • The World Cup - Discussed in relation to its expansion and global reach.
  • The Olympics - Mentioned in relation to David Neal's legacy.
  • The Super Bowl - Mentioned as a point after which World Cup fever will increase.
  • The CFP - Mentioned in relation to team seeding and conference championship importance.
  • The Heisman Trophy - Mentioned as a factor in college football discussions.
  • The Dallas Cowboys - Mentioned as a comparison for the Ohio State Buckeyes' popularity.
  • The Chicago Cubs - Mentioned as an example of suffering and celebration in sports fandom.
  • The ACC - Mentioned in relation to Notre Dame's conference alignment.
  • The Big Ten - Mentioned in relation to its package viewership on NBC.
  • The Big Ten Package - Mentioned in relation to its viewership on NBC.
  • The CW - Mentioned for its viewership increase.
  • The ACC - Mentioned in relation to Notre Dame's conference alignment.
  • The Big 12 - Discussed for its championship game viewership.
  • The American Conference - Discussed for its championship game viewership.
  • The SEC - Mentioned for its football viewership.
  • Conference USA - Mentioned as a conference with increased viewership.
  • Sun Belt - Mentioned as a conference with increased viewership.
  • The NFL - Mentioned as the number one sport in the US and for its Thursday night football viewership.
  • The CFP - Discussed in relation to team rankings and playoff spots.
  • Barstool - Mentioned in relation to its integration with Big Noon Kickoff.
  • Peacock - Mentioned for its "Sunday Night Reality Hot Seat" show and its "Manning Cast" alternative telecasts.
  • Bravo - Mentioned in relation to reality show stars featured on Peacock's "Sunday Night Reality Hot Seat."
  • Disney - Mentioned in relation to ESPN and Pixar's "Monsters Inc." alternative telecast.
  • Pixar - Mentioned for its intellectual property used in an alternative telecast.
  • Warner Brothers Discovery - Mentioned in relation to a potential deal with Netflix.
  • SkyDance - Mentioned as a company involved in a potential deal with Warner Brothers Discovery.
  • Major League Soccer (MLS) - Discussed in relation to its growth and media rights deals.
  • UEFA Champions League - Mentioned as a soccer competition.
  • EPL (English Premier League) - Mentioned as a soccer competition.
  • **E

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