On Friday night, the launch of Foxtel’s Fox Footy Channel will herald the start of a strategic three-prong attack for AFL and TV ratings in 2012.
Firstly, the AFL finally goes live into its main market on Friday nights. The NRL has been going live at 7:30pm for a couple of years to boost its ratings.
The demand for live up to date information combined with the introduction of smart phones has taken its toll on delayed TV. Not only is the game half over by the time it goes to air, the broadcast would often finish at 11:30pm most Fridays. Many fans have simply sought access elsewhere by both legal (radio) and illegal (internet streaming) means.
The AFL has also re-built the marquee status of the Friday night football and fixtured the better drawing teams to maximise its ratings, something its competitor has been able to do with it’s six-week rolling fixture by ensuring form teams and bigger drawing clubs play on Friday nights. I would expect the AFL’s ratings to improve overall as a result of live Friday night football.
The second prong is Foxtel and the resurrection of Fox Footy. It is, however, in name only that Fox Footy returns as the programming has been dramatically improved with access to all games live and in HD.
The previous incarnation of Fox Footy could only show replays of games – this is massive difference from last time. Fox Footy in comparison was also poorly promoted and in the main presented by mostly fringe commentators, the exception the late, great Clinton Grybas.
Fox Footy also promotes the AFL to other subscribers like never before and has been receiving heavy promotion from Foxtel across multiple media platforms. This would be something the other codes can only dream about. A dedicated channel is a dream for the AFL.
The final prong is the introduction of the ninth game, which increases the total games broadcast and introduces an additional NSW and Queensland team to the AFL for those markets. I see the ninth game as a longer term boost than a short-term benefit.
Whilst AFL’s ratings have declined from the heady days of the Swans and Lions, the impact of those two teams winning boosted the overall ratings result for AFL over the long-term.
Gold Coast and GWS are primed to move up the ladder in the next two to three years. Success means a bandwagon and that improves TV ratings in non traditional markets. It’s no coincidence the highest TV ratings for an AFL grand final both featured the Sydney Swans.
Thus addition of the two new teams gives the AFL a longer term boost towards the end of the current rights period, setting the game up for the next period.
Live football, a dedicated football channel and expansion its not a bad formula to increase overall TV ratings.
Redb
Roar Guru
What is clear to me if you look at Fox's AFL ratings numbers over the past few years is that base games have increased no doubt due to more Vic subscribers (this is still well below NSW/QLD levels), but also the ability for NSW/QLD viewers to see live Friday night and other blockbusters is coming through. Any AFL game that gets over 300K is above the odds for the existing AFL subscriber base. In the past AFL games appeared on Main Event in NSW/QLD, clearly the better visibility of the Fox Footy Channel is doing the trick. Note also the GWS and GC ratings are surprisingly good compared to say the run of the mill Vic v Vic or SA/WA teams games. Once these teams start winning, as predicted the ratings will rise overall.
The Cattery
Roar Guru
Three weeks running now, it has been the top Fox channel, I believe. Looks like it's here to stay.
Redb
Roar Guru
The top Foxtel channel again is Fox Footy. Despite the doubters, dont say you weren't warned that Fox Footy was going to be a huge success.
Redb
Roar Guru
http://www.astra.org.au/ArticleDocuments/116/ASTRAWeek15.5.pdf.aspx The AFL's ratings on Foxtel are making a severe dent in the NRL's claims of pay tv supremacy after only 3 weeks. The old 77 of the top 100 progamas are NRL is taking a battering. The NRL just scraped in to win the week, but the AFL took the next 2 places. As expected better games being available is not only growing subs in Vic, but clearly getting a share of NSW/QLD viewers. Most AFL games average high 100s to mid 200s. NSW and QLD would have missed out on most AFL blockbusters in the past. They clearly liked Hawthorn v Geelong.
me, I like football
Guest
I got here by clicking on a recent comment, but I don't see any recent comments. [confussed]
Redb
Roar Guru
I have no idea what the NRL will get.
Redb
Roar Guru
Likes there might be more in the can as well. The WAGS show was always good value.
The Cattery
Roar Guru
Ten talk shows spread out over the full week on top of nine live games - and that's just for starters - it's a pretty good offering.
Jaceman
Guest
Richard Hinds, now chief sports writer at the Sydney herald, gets to have a slight dig at their News Ltd opposition although not in the SMH (maybe tomorrow). No AFL in the SMH this morning...The daily telegraph has an interesting story about tens intentions with NRL which I think is intended to get Nine to bid in concert with Ten because there is zero chance there will be 8 NRL games on ten. Monday night only I suggest.if they split the rights.. Gallop- has to talk up the competition as Nine is struggling and Seven may be lukewarm about all games but http://www.dailytelegraph.com.au/sport/nrl/channel-ten-to-attempt-to-snatch-nrl-broadcast-rights-from-channel-nine/story-e6frexnr-1226272153875 I remember Lachlan wasted $500m on Super league (but got Packer to do a deal) and $400m on One-Tel so his track record isnt flash...
Redb
Roar Guru
Fox Footy to thrive on all 9 games. http://www.heraldsun.com.au/sport/afl/fox-footy-to-thrive-on-nine-live-games/story-e6frf9jf-1226272107871
Redb
Roar Guru
Richard Hinds article on the new incarnation of Fox Footy and why it closed last time. http://www.theage.com.au/entertainment/tv-and-radio/fox-to-plough-a-whole-new-channel-20120215-1t4mq.html ... "So why is Fox Sports confident the 24-hour channel will work this time? Campbell bases his faith on the belief that the original Fox Footy didn't fail. ''We had to make the decision to close it down because we didn't have the rights at the end of 2006,'' he says. ''Seven and Ten had the rights and it wasn't until February 2007 that we had a share. By then, it was gone.'' But Campbell says the reaction to the original channel's closure gives him confidence that the model was right. ''The channel was really loved,'' he says" ...
Redb
Roar Guru
Should add that Fox Footy started with replays but then acquired 3 games a week later on, albeit low drawing games.
Redb
Roar Guru
Not long to go!
Lachlan
Roar Guru
Fox Footy's back baby. The best thing to happen to foxtel, its been a long 6 years.
Redb
Roar Guru
You can be sure the AFL talk shows are part of the reason, broadcasters are keen on the rights. They never get added in by the likes of the NRL, but are part of the whole sports package.
The Cattery
Roar Guru
Wookie we've always known the truth of the matter, but we can't keep repeating ourselves ad nauseum. Also at least 8 one hour talks shows per week (probably more) - it's a whole new ball game all right.
stabpass
Guest
7:30 is a big improvement, foxtel is a real big carrot dangling, but in between junior football, WAFL football and a mate coaching a local amatuer team that i have promised to go down and watch, i will struggle to find a lot of time, once the season gets underway. We shall see !.
The_Wookie
Roar Guru
This is important in a ratings context, we hear all the time about foxtels rating and how good the NRL guys are, but what they havent been able to appreciate is that the best supported teams ahave rarely been allocated to fox due to the way games have been selected in the past by the networks. (7 and 10 first, fox always got the worst 3 or 4 games of the round). Its a whole new ball game.
Redb
Roar Guru
Even from last season, where Foxtel had 4 live AFL games the difference in quality (big v small fan supported clubs) significant. In 2011, Collingwood had 4 out of 22 games on Foxtel, Carlton 5, Hawthorn 7, compared to Bris Lions with 17, Fremantle 17, Port Adelaide 14. In 2012, every team gets all 22 games live on Fox Footy.
JamesP
Guest
ICF, more info of the old Fox Footy channel here: http://www.afl.com.au/news/newsarticle/tabid/208/newsid/128960/default.aspx