The market just sent a clear signal: live sports still command attention and cash. When a Disney Advertising executive says the College Football Playoff brought in dozens of new brands and higher prices, I listen. The lesson is simple. Live events cut through the noise. And advertisers are paying up to be there.
“The College Football Playoff added 40 new advertisers this year, and CPMs for the championship game are up compared to last year,” said a Disney Advertising executive.
Here’s my take: this isn’t a blip—it’s a shift in how media value is measured. While streaming menus feel endless and social feeds splinter attention, the biggest games still gather massive, shared audiences in real time. Brands want that moment. They want the trust that comes with it. And they’re willing to pay higher CPMs to secure it.
Why This Matters Now
Advertisers have chased efficiency for years. But efficiency without attention is a trap. College football’s playoff proves that reach with intent still matters. People tune in, watch the whole game, and talk about it right after. That is rare. And it is exactly what marketers crave.
Bringing in 40 new advertisers tells me two things. First, the buyer base is widening. Second, categories that sat out are testing the field again. When fresh money shows up, it usually means results are strong enough to justify the risk.
The Core Argument
Live sports are the last reliable stage for mass attention. You can debate formats, placements, and targeting all day. But the playoff delivered proof that scale plus scarcity still wins. Higher CPMs aren’t just a price hike—they’re a vote of confidence in the product.
Think about what those rising CPMs say. They reflect buyer belief that the audience is engaged, the environment is brand-safe, and the content is culturally central. If this balance holds, the premium holds.
What Advertisers See
I hear the same message from marketers: they need reach that doesn’t feel wasted. A championship game offers that. Fans are locked in. Ads feel like part of the event, not an interruption. And yes, that emotional lift translates into results.
- Scale that’s hard to replicate on any single streaming title
- Real-time conversation that extends the value of each spot
- A predictable calendar for planning and creative bets
- Context that feels positive and shared, not divisive
That mix explains why new brands lined up. It also explains why the price moved up without scaring buyers off.
But What About Cord-Cutting?
Some will argue that cord-cutting weakens live sports over time. I don’t buy it. The rights holders will follow the audience, and the audience follows the big games. Distribution will shift. The appetite won’t. As long as these events remain cultural gatherings, ad demand will stay hot.
Another pushback is frequency and clutter. Fair concern. If every break feels stuffed, effectiveness can drop. That’s where smart creative and mix planning matter. High CPMs are justified only if the units earn attention. The best marketers treat these moments like mini-campaigns, not just placements.
What Comes Next
If you’re a marketer, this is where I’d place bets for the year ahead:
- Secure tentpole sports and build creative just for those moments
- Pair linear reach with second-screen plans that drive instant action
- Use pre- and post-game content to stretch the spend
- Measure more than clicks—track lift, search, and branded traffic
The shift isn’t only about buying spots. It’s about using the moment to spark attention everywhere you show up.
The Bigger Signal
The addition of 40 new advertisers tells me the market is warming to premium events again. Rising CPMs tell me buyers think the audience is worth the price. Put together, that’s a strong vote for live sports as the anchor of media plans.
I want marketers to read the room. Stop chasing cheap impressions that never move the needle. Redirect budgets to where people actually watch together and care. Use those moments to launch ideas, not just logos.
My conclusion is blunt: if you want attention that counts, buy the moments that people won’t miss. The College Football Playoff proved it this year. The next step is yours—plan for the games, invest in creative built for them, and hold your partners to outcomes that match the premium. Don’t just spend; own the moment.
