The next Media rights deal (2023-?)

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JohnZ

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Not for the dollars into footy, the clubs, the players ....
The days of footy being a loss leader are gone.
What marquee games do we currently have? Friday Night, and about 6 Thursday Night games. It's so stupid.

We know that Thursday and Friday night games rate well on TV, and would increase the value of the rights (if rights stayed the same, the rights holders would make more money from advertising). Sunday Night is huge for TV, all the biggest shows have been on Sunday nights, Big Brother, MAFS etc. It's the most prime of prime time.

Perth teams are crying out for a marquee fixture. 4pm/5pm local time on a Sunday Arvo (7pm east coast) would put both teams well into the national spotlight every week. If Ch10 showed it, could push it earlier to 6pm eastern (3pm/4pm AWST). The AFL is so stupid when it comes to maximising the use of its timezones. In the festival of footy last year, the AFL played a game in perth at 5pm eastern, followed by a game in Brisbane at 8pm eastern. Why not flip that and push it later? The mind boggles.

That's a very long-winded way of saying that the AFL has the capacity to create more marquee slots that bring in the advertising $$$. Making sure that the only games that overlap are the Saturday 2pm games (lowest advertising $$ slot, but traditional and good for fan engagement so has a pay off).

Fox already arcing up over the local broadcast rules. I dont expect that to be in the next media contract.
I think we'll find the next media rights are a lot more segmented than they currently are. A return back to the days of 2002
 

Kwality

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What marquee games do we currently have? Friday Night, and about 6 Thursday Night games. It's so stupid.

We know that Thursday and Friday night games rate well on TV, and would increase the value of the rights (if rights stayed the same, the rights holders would make more money from advertising). Sunday Night is huge for TV, all the biggest shows have been on Sunday nights, Big Brother, MAFS etc. It's the most prime of prime time.

Perth teams are crying out for a marquee fixture. 4pm/5pm local time on a Sunday Arvo (7pm east coast) would put both teams well into the national spotlight every week. If Ch10 showed it, could push it earlier to 6pm eastern (3pm/4pm AWST). The AFL is so stupid when it comes to maximising the use of its timezones. In the festival of footy last year, the AFL played a game in perth at 5pm eastern, followed by a game in Brisbane at 8pm eastern. Why not flip that and push it later? The mind boggles.

That's a very long-winded way of saying that the AFL has the capacity to create more marquee slots that bring in the advertising $$$. Making sure that the only games that overlap are the Saturday 2pm games (lowest advertising $$ slot, but traditional and good for fan engagement so has a pay off).


I think we'll find the next media rights are a lot more segmented than they currently are. A return back to the days of 2002
You might be surprised how many people wont sit down for game after game, let alone be sold on marketing hype such as marquee games.

The days when FTA was king are long gone, 2002 you say?
 

big_e

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What will be interesting if that eventuates is how the scheduling will work - I doubt anyone wants to buy the Friday night game and then have to screen North v Bulldogs. At the moment the AFL can put whatever they want in the premium slots and there's not a lot Channel 7 can do about it other than complain. I suspect if the AFL starts selling timeslots then there's going to be some contractually enforced input from the buyer as to who actually plays in that slot.
The AFL already puts premium games in premium spots. How many primetime games has Freo had lately, compared to Richmond, for instance? Need I mention the Carlton Friday night schedule a few years back? Some teams draw more eyeballs, and the AFL find a way to get them in the best slots
 

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The_Wookie

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You might be surprised how many people wont sit down for game after game, let alone be sold on marketing hype such as marquee games.

The days when FTA was king are long gone, 2002 you say?
Thats not borne out by ratings data, in a sporting context. FTA very much more watched - in the AFLs case 3x as many people
 

big_e

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I beg to differ, it is a business model & even though you (or me) cannot calculate data (ROI ?) does not mean they will spend money with no eye to the bottom line for their shareholders.
Key metric for subscription businesses is lifetime value of a customer. They know that every new customer is worth $x to them because once they sign up, they typically stay for years. ROI for each show is irrelevant to them. It really is. You only need to consider the market cap of these companies compared to their profitability to see that traditional metrics no longer matter.
 

JohnZ

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You might be surprised how many people wont sit down for game after game, let alone be sold on marketing hype such as marquee games.

The days when FTA was king are long gone, 2002 you say?
Did you respond to anything I wrote?

I'm not saying people will sit down for every game, most people won't. Ratings will naturally be higher if you don't schedule conflicting games in higher rating spots (like Saturday night). You don't have to agree with my nomenclature, but I'm sure Freo and WCE would love to be on national TV every 2nd week on a Sunday night which is the most popular time to watch TV in Australia.

North built friday nights into what it is today, before the 90s the thought of playing footy on a friday night was laughable. there's an opportunity for the perth teams to build something for themselves too and get some good coin for it.
 

The_Wookie

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Quite right, however the money is what defines the media rights strategy of the AFL.
To a large extent yes, but its not absolute. Compromises have been made in the past - local broadcasts arent exactly broadcaster friendly, sunday nights and monday nights were greatly reduced to cater for attendances, and Thrusday night is being treated the same way. The grand final is another case. All of these are compromises on the dollar deliberately made by the Commission.
 

Rob

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The AFL already puts premium games in premium spots. How many primetime games has Freo had lately, compared to Richmond, for instance? Need I mention the Carlton Friday night schedule a few years back? Some teams draw more eyeballs, and the AFL find a way to get them in the best slots
Not at all, there's plenty of examples over the last 5 years of the AFL trying to kowtow to certain clubs having little regard to ratings. Remember Carlton getting about half a dozen Friday night games a few years ago? Although this year they don't have any excuses given they're scheduling only a few weeks in advance.
 

big_e

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Not at all, there's plenty of examples over the last 5 years of the AFL trying to kowtow to certain clubs having little regard to ratings. Remember Carlton getting about half a dozen Friday night games a few years ago? Although this year they don't have any excuses given they're scheduling only a few weeks in advance.
The Carlton games were because they expected then to rate well.
 

Teen Wolf

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They just scheduled St Kilda v Geelong on Friday night....you really think they did that for ratings?
I do. Eagles-Crows and Power-Bulldogs were off the table (five-day breaks), so what was the better option? The other games that round are all likely to be thrashings (except hopefully not Hawks-Roos, but that's still 17th v 18th).
 

Rob

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I do. Eagles-Crows and Power-Bulldogs were off the table (five-day breaks), so what was the better option? The other games that round are all likely to be thrashings (except hopefully not Hawks-Roos, but that's still 17th v 18th).
Firstly, I didn't think 5 day breaks were off the table, but even then Sydney v Collingwood would likely rate significantly higher. To be honest, only really the Q Clash and the Hawthorn North game would have been likely to rate worse.
 

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JohnZ

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They just scheduled St Kilda v Geelong on Friday night....you really think they did that for ratings?
Three games at Marvel in Rd9

Geelong/Saints, Richmond/GWS, Essendon/Freo.

Take your pick, none of them are exactly gonna light the town on fire.
 

Teen Wolf

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Firstly, I didn't think 5 day breaks were off the table
The agreement with the Players' Association is one five-day break per team, is it not. It seems like a futile exercise to second guess the AFL about when those should be deployed, given the staggered release of the fixture and all other contingencies that have to be considered this year.

but even then Sydney v Collingwood would likely rate significantly higher.
I must have misunderstood your "history of ratings figures" comment. Thought the implication was that clubs don't rate well when they're not competitive, even if they're a big club from Melbourne.
 

Rob

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I must have misunderstood your "history of ratings figures" comment. Thought the implication was that clubs don't rate well when they're not competitive, even if they're a big club from Melbourne.
I was saying Carlton are not a high rating club - now that's likely because they've been sh*t for 20 years. But when the AFL decided to plunk them on Friday nights every second week they simply did not have the data to suggest that they would rate well (even if they did have a good year). They did it more to kowtow to Carlton rather than the pursuit of high ratings.
 

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