Q4 Quarterly Sports Preview: Falling for Key Sports Opportunities
09.19.2024 
David Holmes
4 min
As the seasons change and the air cools, it can only mean one thing— one of the biggest seasons in sports is here, and with it, plenty of key sports advertising opportunities!
As we wrap up the third quarter and summer comes to an end, let’s reflect on some exciting moments. The Summer Games in Paris were a major hit with both advertisers and fans, seeing a 77% increase in viewership over the Tokyo Summer Games in 2021. NFL Preseason viewership also saw an uptick, averaging 1.93 million viewers per game. Cox Media proudly carried many of these games on NFL Network, as well as the ‘Hall of Fame’ preseason opener on ESPN.
What’s next for your business and key sports advertising opportunities? Let’s unpack a few exciting chances to reach sports fans this fall:
Looking ahead to October, the MLB Playoffs will be in full swing.
Teams will battle through the Wild Card, Divisional, and Championship Series, with Cox Media as the go-to for advertisers looking to reach passionate baseball fans. Coverage primarily airs on ESPN, Fox Sports 1, and TBS. Last year, TBS’ Game 7 coverage of the NLCS, featuring the Arizona Diamondbacks and Philadelphia Phillies, was the most-watched MLB postseason game in eight years, drawing 9.1 million viewers. With viewership and engagement expected to rise again, the MLB Playoffs present a home run opportunity for advertisers.
The College Football season kicked off just weeks ago, and stories are already emerging.
The Week Zero matchup between Florida State and Georgia Tech was ESPN’s most-watched Week Zero game in five years. Week 1’s Thursday Night opener between “Coach Prime” Deion Sanders’ Colorado Buffaloes and North Dakota State was the most-watched in eight years. Powerhouse teams like the Georgia Bulldogs, Texas Longhorns, and Ohio State Buckeyes are eyeing the playoffs, while underdogs like the Kansas Jayhawks and UNLV Rebels are climbing the ranks. Cox Media will carry an array of games across regional networks, ESPN networks, Fox Sports 1, NFL Network, and, new for 2024, truTV.
In December, college football bowl game season kicks off, with Cox Media exclusively airing 28 of the 36 regular bowl games on ESPN, including full coverage of the newly expanded College Football Playoff.
This season marks the debut of the 12-team playoff format, featuring the five highest-ranked conference champions and seven at-large teams. ESPN and TNT will broadcast the first-round games. Last year’s “New Year’s Six” bowls averaged 13.5 million viewers, the highest in five years. The expanded playoff format promises even more engagement, with Cox Media ready to connect your brand to this enthusiastic audience.
The NFL season is also underway, and the Monday Night Football opener featuring Aaron Rodgers and the New York Jets vs. the 49ers averaged 20.5 million viewers.
Cox Media’s 2024-2025 NFL coverage includes 13 exclusive Monday Night Football games on ESPN and 7 on NFL Network, including a Week 17 triple-header. With viewership up 33% year-over-year, last season’s Monday Night Football was the most-watched in the ESPN era. Additionally, the international games on NFL Network saw a 20% increase last season, and the ESPN Saturday Week 18 double-headers drew the largest Saturday TV audience in 30 years! Cox Media’s NFL coverage truly offers your brand unparalleled access to one of the most passionate fanbases.
In October, the NBA and NHL regular seasons tip off. Cox Media can get your brand in front of basketball and hockey fans all season long.
The NBA’s In-Season Tournament returns from November 12 to December 17, following its successful debut in 2023, when it drew the league’s highest non-postseason audience in over five years. Cox Media will provide extensive coverage of the tournament on ESPN and TNT.
Don’t forget college hoops, which start in early November.
Last season, ESPN’s family of networks saw their most-watched women’s regular season since 2008-09, up 37% year-over-year, attracting over 2.6 billion total minutes of live viewing time across all platforms. Cox Media offers vast coverage throughout the men’s and women’s college basketball seasons, carrying games across regional networks, ESPN networks, Fox Sports 1, and Fox Sports 2.
Imagine your brand being part of these unforgettable, high-stakes sports moments!
It’s not just about visibility—it’s about connecting with your audience when they’re most engaged. Cox Media delivers unparalleled sports coverage, with over 80% of all live sports airing on cable. Contact your local Cox Media Representative today to learn how you can turn these opportunities into winning campaigns.
About the Author
David Holmes
David Holmes is a marketing professional with over 20 years of media experience, specializing in customer service, cultivating relationships, fostering team collaboration, and achieving results. He serves as a Marketing Strategist on the Cox Media Las Vegas team and has been with the organization for over 8 years. In this role, David proactively collaborates with his team and clients, strategically employing digital and traditional media solutions. He leverages partnerships and unique offerings, maximizes opportunities in sports programming, utilizes specific audience targeting, employs data-driven insights for effective storytelling and sales growth, and engages in continuous learning and collaboration to adapt to market trends and drive business success. Outside of work, David enjoys spending time with his wife and dog, traveling, visiting theme parks, riding roller coasters, and pursuing his passion for sports.
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