Fox Sports offers “make goods” to advertisers for FS1 rating shortfalls
November 7, 2013
Ad Age reports that Fox Sports 1 advertisers are receiving “make goods” due to “ratings shortfalls” on the new channel. Some advertisers even received time during the World Series on Fox as a result.
The World Series ads made available were extra units made open during the game. The regular ad inventory for the World Series was sold out. This was made clear to avoid another issue (or beg the question) whether ad buys were down for the World Series this year. There is the discussion that if the disappointing ratings persist, ad buyers suspect “early pre-game inventory” for the Super Bowl would be made available.
Currently, FS1 primetime averages 261,000 total viewers. In comparison, its predecessor, Speed received just 151,000 viewers during this time last year. As we all know, the UFC is a big part of the new network. We’ve also documented the downturn of ratings from live events to UFC Primetime/Countdowns to TUFs since appearing on the channel.
Media buyers, according to the article, are not giving up on the new network as they see it as an alternative to ESPN. Thus, the “make goods” appear to be a way to appease the advertisers at this time.
The initial read of a “make good” makes one jump to the conclusion that Fox is nervous about its new network. This may be the case but there are still logical explanations for the extremely good customer service Fox is granting ad buyers. As pointed out, it is still too early to determine the viability of the network but Fox wants to ensure its commitment to it and it appears to be thanking the advertisers buy granting it high inventory spots in exchange for its patronage to FS1. The one other big issue is that FS1 is still an alternative to ESPN and advertisers need some sort of leverage when negotiating ad buys.