ESPN's Loss of Exclusivity of Monday Night Football: A Blow to Advertisers

Disney's decision to simulcast Monday Night Football (MNF) on ESPN and ABC in the fall of 2023 has dealt a blow to advertisers on ESPN. One of the main reasons that companies advertise on ESPN is because it gives them access to a large audience.? However, by simulcasting MNF on ABC, which is a free-to-air broadcast network, Disney has essentially given away that exclusivity and diminished the audience.

This loss of exclusivity will have a significant impact on the value of MNF for advertisers. Especially response based advertisers. Advertisers are willing to pay a premium to reach for exclusive program, but they are less likely to be willing to pay as much for ads that air on a broadcast network that is available to everyone for free. ?As a result, rates will be lowered, but more significantly it will impact the Local Cable Provider.? Already competing for ad dollars with the Network affiliates, now one of their premium programs that was exclusive to ESPN is now on ABC.?

Overall, Disney's decision to simulcast MNF on ESPN and ABC is a negative development for advertisers.?Expect to see some lawsuit in the near future.? It will certainly change how we buy Disney programming going forward.??

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