Streaming content providers have proven worthy foes for broadband cable and satellite companies. The most critical differentiating factor for the big companies like DISH Network and Comcast are their deals with sport affiliates that allow them to provide premium sports content to their customers. For the first time since these big companies began simultaneously streaming the Super Bowl along with their traditional method of airing the games, Fox will be featuring local advertisements from their local affiliates.
Fox announced plans to utilize its Fox Sports Go digital platform to offer Super Bowl LI live coverage as a non-authenticated local stream with local advertising through partnerships with over 170 of their affiliates across the country. Those affiliates who decide to participate will have access to the same local advertising inventory for both the linear and digital broadcasts of the big game.
“Our pioneering collaboration with our affiliates to allow streaming local ad insertions will make commercials even more relevant for viewers and help make this year’s game even more of a personal experience for every fan,” said Eric Shanks, Fox Sports president and COO.
The Super Bowl is a huge opportunity for advertisers given its massive audience draw. This year, national linear TV commercials on Fox are priced at more than $5 million for a 30-second unit, according to various reports.
While inserting local ads into the Super Bowl livestream is a first for Fox Broadcasting, it is not a first for the Super Bowl. NBC Sports inserted local ads into their live-stream of the 2015 Super Bowl.
Coverage of Super Bowl LI will be available live on Fox Sports Go, which is available at FoxSportsGo.com; on iOS, Android, Windows and Amazon tablets; and through connected devices. The Super Bowl stream will not require users to enter their login credentials, as it is completely free for anyone in the United States.
Super Bowl LI, will take place on February 5th, 2017 at Houston’s NRG Stadium, and will feature the Pittsburgh Steelers or New England Patriots against the NFC’s Green Bay Packers or Atlanta Falcons.