Bowling Them Over: BCS Has ESPN Seeing Green

ESPN last year raked in more than $325 million in total bowl game ad sales revenue.

Naturally, the real money starts rolling in after New Year’s Day. Last year’s Rose Bowl contest delivered 20.6 million viewers, while Auburn’s 22-19 win over Oregon in the Jan. 10 BCS title game delivered a cable-record 27.3 million viewers. According to Kantar Media estimates, a :30 in the national championship broadcast can run as much as $1.15 million a pop; a spot in one of the lead-in bowls costs around $670,000. A rematch of the November’s grudge match between No. 1 LSU and No. 2 Alabama, the Jan. 9 BCS title game could prove to be another ratings blockbuster. After weeks of hype, the Tigers’ 9-6 victory on Nov. 5 drew 20 million viewers, making it the most-watched regular season college football game on CBS in 22 years. ESPN got an added boost from its season-long partnerships with the 15 official BCS sponsors, a roster that includes newcomers Dell and Unilever. Along with the title sponsors—the Rose Bowl is presented by Vizio, Tostitos backs the Fiesta Bowl, Discover sponsors the Orange Bowl, and Allstate does double duty as the title sponsor of the Sugar Bowl and the BCS National Championship Game—the BCS boosters took major positions throughout the regular season. Three long-term backers (Ford, GM, Nissan) represent the resurgent automotive category, while another three clients (AT&T, DirecTV, Vizio) are in the telecommunications business. Financial services, beer, and QSR brands also invested in multiyear positions.