- Sports TV broadcasters are in the midst of gold rush of ad dollars coming in from fantasy draft websites.
- Over a one-week period early this month, one company spent over $21 million in TV ads.
- ESPN in particular is cashing in on this advertising bonanza.
If you’ve watched any sports broadcasts on network TV or spent any time with ESPN lately you probably noticed there has been a deluge of fantasy draft websites ads. That is no accident, and those sites are spending a massive amount of money to make sure their brand and URL is seared into viewers’ memories. One fantasy draft website, DraftKings.com, spent $21.3 million between Sept. 3 and Sept. 9 spreading that around ESPN, the “big four” broadcasters, FS1, NBCSN and CBS Sports Network. ESPN alone was on the receiving end of 45% of that week’s spending.
An anonymous ad sales chief was quoted in an Ad Age article, saying, "It's money that only a few years ago didn't exist. Fantasy in many ways may be responsible for keeping the interest in the NFL at these historic levels – you have guys who obsessively track their fantasy rosters and so are consuming more content than ever before – and at the same time, it's bringing in a lot of money on my end. … It's got a lot of juice."