First Time: Fox Inserts Local TV Ads In Super Bowl Live Streaming
- by Wayne Friedman , January 17, 2017
For the
first time since TV networks have been simultaneously streaming the Super Bowl along with their traditional linear airing of the game, a network will be featuring local advertising from their TV
affiliates in the digital broadcast.
Fox said its Fox Sports Go digital platform will offer “Super Bowl LI” live as a non-authenticated stream with local advertising, partnering
with more than 170 Fox affiliates around the country.
Participating affiliates will have access to same local ad inventory for both the linear and digital broadcasts for the game on February 5.
Nexstar Broadcasting Group will be airing the game on its 22 Fox stations. Brian Jones, EVP & COO of Nexstar Broadcasting Group, and chairman of the Fox Affiliate's Board of Governors, stated that the deal allows them to "promote our local affiliate brands and reach viewers on a national scale.”
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For the 2015 game, Kantar Media noted that local TV advertising in the linear airing of the game included automotive, insurance, telecommunications, travel/tourism and medical services marketers -- the latter being one of the leading categories in mid-size and smaller markets.
This year, national linear TV commercials on the Fox Network, according to reports, are priced at more than $5 million for a 30-second unit.
Fox said earlier this year that it became the first network to launch live streaming of its prime-time entertainment programming on a national basis on the Fox Now Live digital platform in all 210 national markets. Fox Now Live also features digital ad insertion by local affiliates.
