The Open Showcased Future of Sports TV Ads
Open Championship might have been one of NBC Sports’ finest hours in the past few years. NBC took The Open over from ESPN/ABC last year, and it’s been a welcomed changed with Golf Channel partnership, it’s been perfect. Jordan Spieth stole the show with an impressive weekend to take home his first Claret Jug, but the other winner was NBC’s decision to ‘play through’ with commercials keeping us on the action. They should be the future of advertising.
What made The Open ads great was they could still keep the round of golf moving without having to take several ad breaks which takes away from the excitement of the golf tournament. To me, this is only the beginning with play through ads. ESPN did some with the Home Run Derby, and I would not be surprised if they’ve mentioned in to the NFL. Same goes for NBC and FOX. While FOX doesn’t use it for much, they have done the splitscreen for NASCAR racing.
The ads were more effective because I felt like I would miss something if I left my television screen when the play through ads were happening. I would love to see the retention rate from somebody. This is probably the route that you will see most sports do in order to keep people watching their games and not flipping the channel. Golf is a perfect spot to use it, and I hope it’s more of a trend than ever before.
We shall see if the NFL adopts it too but I’m all in if they do.