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By Matthew Couden
Contributing Writer
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The Super Bowl draws more than 100 million viewers and brings in hundreds of millions of dollars in advertising revenue for broadcasters.
For the upcoming Super Bowl LXI, Disney plans to present the game across ABC, ESPN, and several other platforms, but those plans are reportedly creating tension among local ABC affiliates concerned about losing significant advertising revenue.
In addition to ABC and ESPN, there will be streaming on Disney+, as well as the "ManningCast" on ESPN2, a Pat McAfee alternative broadcast on ESPNU, and NFL Network's Next Gen Stats altcast.
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For fans of the Star Wars franchise, there is an alternate presentation featuring Star Wars characters and themes airing on Disney Channel/XD and also streaming on Disney+ and the ESPN App.
ABC hasn't aired the Super Bowl since 2006, making this a significant opportunity for local ABC affiliate stations wanting to capitalize on the massive audience. However, Disney's expanded viewing options could also impact advertising revenue for those stations.
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According to CNBC, an anonymous station group CEO estimated Disney's expanded Super Bowl coverage could reduce advertising revenue associated with the traditional broadcast viewership by as much as 35% compared to last year.
CNBC also reported that Disney+ lacks the technology used by some competing streaming services to insert geographically targeted ads based on viewers' location. This could limit local stations' opportunities to earn revenue from streaming viewers.
"I don’t have a problem with what Disney is doing — I have a problem that there’s no acknowledgement that we’re losing money," an anonymous station group executive told CNBC.
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Disney has defended its plans for expanded coverage, saying that having additional platforms gives fans more options for watching the popular annual game. A company spokesperson also pointed out that other networks have done the same in previous years, mentioning Fox on Tubi and NBC on Peacock.
Disney also emphasized that ABC affiliates remain important partners and said it has navigated similar situations with the affiliate board before.
According to CNBC, the issue is being discussed by the ABC affiliate board. However, it's unclear whether Disney will compensate stations for potential advertising revenue losses.
One thing already seems clear: viewers will have more options than ever to see the game presented the way they want it, or at least on the channel or platform they prefer.
The upcoming Super Bowl LXI is being held at SoFi Stadium in Inglewood, California. Kickoff is on Sunday, Feb. 14, at 6:30 p.m. ET.
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