ABC is gearing up for the second Stanley Cup Final under its $2.8 billion contract with the NHL, and the excitement is palpable. Advertisers have already snatched up all available commercial inventory for the first five games, with Game 6 spots going fast. While oddsmakers predict a six-game series, clients will be reimbursed if the Final falls short. Despite the absence of the New York Rangers, who advanced in last year’s playoffs, the Oilers-Panthers showdown is expected to draw in a larger audience.
Since the NHL returned to Disney in 2022, national TV ratings have seen a significant increase. ABC’s coverage of the Stanley Cup Final in 2023 nearly doubled the previous year’s viewership on NBC Sports. The NHL’s success in ratings can be attributed to Disney’s coverage of exciting matchups and new advertisers joining the league. Demand for Final spots has been boosted by a strong spring scatter market and the influx of new sponsors looking to target a diverse audience.
Advertisers in the Stanley Cup Final range from automakers to telcos, insurance companies, and fast-food chains. Some brands have also secured integrations to showcase their products and services during the games. Advertisers who have invested in the NHL playoffs on ESPN/ABC/ESPN2 have seen increased engagement stats, making it a valuable platform for brands to connect with viewers.
The presence of the Edmonton Oilers and Florida Panthers in the Final may impact ratings, but a potential long series could offset any potential drawbacks. ABC’s senior VP is excited about the historic matchup and the opportunity to showcase players like Connor McDavid on the big stage. The evolving landscape of sports TV advertising is evident in the diverse range of brands participating in the NHL’s championship series.
With the anticipation building for the Stanley Cup Final, ABC is prepared to deliver an exciting and engaging broadcast to viewers. The success of this year’s Final in terms of ratings and advertiser interest is a testament to the growing popularity of the NHL and the opportunities it offers for brands to connect with a wide audience. As the games kick off, fans can expect to see exciting matchups and innovative advertising integrations that enhance their viewing experience.
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