Disney is conducting a ‘viewership experiment’ with ‘Monday Night Football’ games.
Disney and the NFL: A Bold Experiment in Viewership
Disney and the NFL, two massive entities known for their reluctance to change, are embarking on a groundbreaking endeavor. According to The Athletic, football fans will be part of an “NFL viewership experiment” over the next two weeks.
In an effort to combat financial losses, Disney-owned ABC and ESPN will broadcast “Monday Night Football” games with staggered start times. This Monday, ESPN will kick off with the New Orleans Saints at the Carolina Panthers at 7:15 p.m. ET, followed by an ABC game featuring the Cleveland Browns at the Pittsburgh Steelers at 8:15 p.m. ET, concluding Week 2 of the NFL season.
In Week 3, the networks will swap start times, with ABC airing the Philadelphia Eagles vs. the Tampa Bay Buccaneers at 7:15 p.m. ET, and ESPN showcasing the Los Angeles Rams vs. the Cincinnati Bengals at 8:15 p.m. ET.
The goal of this experiment, according to ESPN president of content Burke Magnus, is to determine the optimal start times for maximizing viewership. The NFL and Disney hope to gauge viewer interest and refine their approach for future seasons.
But this experiment may lead to even more innovative changes in NFL coverage down the line. In a few months, a new concept may emerge from the data collected.
Are You a ”Monday Night Football” Fan?
On the final day of Week 14, two games will air simultaneously at 8:15 p.m. ET: the Green Bay Packers vs. the New York Giants on ABC and the Tennessee Titans vs. the Miami Dolphins on ESPN. This unique scheduling aims to create a “super audience total number,” which Disney can leverage with advertisers.
However, it’s important to note that the resulting data alone may have limited utility. Certain games naturally attract more viewers due to team popularity and historical success. For example, the Steelers have been a beloved team since the 1970s, guaranteeing high national interest regardless of the start time.
Week 3 presents different variables, with the Philadelphia Eagles and the Los Angeles Rams both expected to draw strong national interest. Yet, tinkering with schedules and formats can sometimes feel like desperate attempts to revive declining viewership.
Since 2020, the NFL has expanded its regular season and playoff qualifiers, seemingly driven by revenue generation rather than player safety concerns. Meanwhile, Disney has faced criticism for its handling of beloved franchises like Star Wars and Marvel.
If Disney and the NFL truly want to improve, they may need to reevaluate their focus on “wokeness” and prioritize the desires of their dedicated fanbase.
Source: Desperate Disney Conducting ‘Viewership Experiment’ with ‘Monday Night Football’ Games
How can analyzing viewership data from staggered start times help the NFL and Disney understand the preferences and habits of “Monday Night Football” fans?
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