- Video
-
Club Roar
Captured a great grassroots sporting moment? We want to see it!Content Collections
The Roar Community
- Join
- Login
Opinion
There has been much debate about the use of drinks breaks to fit in commercials during Saturday night A-League men games broadcast by free-to-air network Channel Ten.
A number of fans have vented on social media, stating it ruins the flow of the game. Central Coast Mariners striker Jason Cummings complained post-game last night – after his team conceded a late winner to Melbourne Victory – about the match being delayed for commercial breaks as well as a length VAR suspension.
However, despite all the misgivings, the reality is Channel Ten have agreed to pay the Australian Professional Leagues $32 million per season for the broadcast rights for the A-Leagues, of which $16 million will be funded by selling advertising. The bulk of this will be generated from the free-to-air broadcasts of the A-League on Saturday nights.
There are 26 Saturday night games in the 2021-22 season, with the standard number of in-game ads during games sitting at around eight. This factors in commercials run during injury stoppages, which have also come under fire from some football fans.
This amounts to just over 200 in-game ads per season on Saturday nights. This number increases when we factor in pre-game, halftime and post-game advertisements.
If we estimate an ad on Saturday night is worth $25,000, having a drinks break in each half of an A-League game amounts to $50,000 per game, which is $1.3 million per season.
The A-League women have their sole free-to-air game on Sunday afternoons at 4:05pm on 10 Bold. The ALW has only 14 rounds and potentially only three finals that can be played on a Sunday. This time slot has far less exposure than Saturday nights on the main channel.
Ratings for Channel Ten Saturday night A-League men games have been mixed, with 146,000 tuning in for the 20 November season opener between Western Sydney and Sydney FC. But only 62,000 tuned in to Saturday night’s Victory vs Mariners game. These numbers don’t factor in streaming on Paramount+.
But these numbers are still significantly higher than 10 Bold ratings for Sunday women’s games.
To cut a long story short, Saturday night games are where the bulk of the $16 million pencilled in for advertising revenue will be generated. Considering this amounts to 50 per cent of Network Ten’s annual payment to the APL, it is a fiscally smart and reasonable decision to have as many ads during prime time games as possible.
While some coaches have complained that it can ruin momentum, the reality based on the law of averages is that at some point each team will benefit from it. Players can also use the time to rehydrate and discuss tactics with the coach.
(Photo by Jono Searle/Getty Images)
While traditionalists will fret at this – much like they do with VAR – football in Australia has to evolve with the times, especially in the current climate.
A short break in each half that can generate significant cash for the A-Leagues is a good thing for the game, clubs and ultimately fans, who in the long run won’t have to make up for the revenue shortfall by paying more for tickets and merchandise et cetera.
Fans may scratch their heads at this, but if Channel Ten don’t make advertising revenues as budgeted, they may well want to reduce their $32 million annual payment going forward. A-League clubs that benefit from this will then need to make up for the shortfall somehow, which leaves fans as sitting ducks.
Players and coaches should take advantage of it too by planning for it and gaining some meaningful benefit from it. A win-win for all.
Football Australia have publicly stated they are concerned about having drinks breaks that don’t correlate with FIFA rules and FA’s policy for such stoppages. FIFA Law 7.3 permits drinks breaks of one minute and cooling breaks of between 90 seconds and three minutes based on the rules of the competition played. FA has a heat policy that permits drinks breaks when temperatures are more than 26 degrees on a wet bulb test.
FA’s head of referees, Nathan Magill, admitted to The Age that the use of drinks breaks for commercials will be reviewed.
“We will review internally with the officiating team about how that aligns with the laws of the game and probably pivot in that sense,” Magill said. “Our job is to really enforce those laws and make sure they are in line with IFAB and FIFA.
“We will re-evaluate as the weather changes from an officiating point of view and work with the medical team whether those breaks are needed.”
The players union released its own statement on the matter.
“Globally, football has had to alter its broadcast and commercial operations to navigate the ongoing impact of COVID-19,” a PFA statement read, per The Age. “In the A-Leagues’ case, this will require a balance of commercial considerations and the preservation of the product to deliver the best possible experience for fans, players and coaching staff.”
Are you the ultimate team manager? Pick your own superstar team and go head to head with other football fans for glory and cash prizes on Draftstars. Imagine what you could be buying instead. Set a deposit limit.