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2
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· Posted on
February 21, 2024

Everyone's fighting for the AFL broadcast rights and they could go for a whopping 3 billion bucks

Everyone's fighting for AFL's broadcast rights... but the AFL wants the biiiiiig bucks.

What's the key learning?

  • Channel 7, Foxtel, Ten, Paramount+, Nine, Stan AND Amazon have been duking it out for the AFL rights
  • Ratings are down, but broadcasters still think the AFL is worth a whole heap of money
  • $3 billion sounds like a lot, but the maths kinda adds up

👉Background: The AFL is a biiiig deal in the TV space, literally. The grand final drew in 3.91 million viewers on channel 7 last year, so it's no surprise that the fight for broadcasting rights has been FIERCE over the past few months.

👉 What happened: You've got the incumbents Channel 7 and Foxtel… And Ten, Paramount+, Nine, Stan and even Amazon have all tried to get a slice of that sweet, and more importantly lucrative football pie.

👉 What else: Now it’s looking like the deal will probably go to incumbents Channel 7 and Foxtel. But get this: the AFL wants a whopping $3 billion for six years of broadcasting. And it might just be worth that much!

What's the key learning?

💡Despite the fact that ratings are down on COVID levels and EVEN 2019 levels… broadcasters still see the AFL as a UGE opportunity.

💡While $3 billion might sound like an outrageous amount of cash, buuuuut the maths actually makes a lot of sense.

💡$500m per season for 207 games works out to be around $240,000 per game of football.

  • Buying an hour of a US drama costs an average of $200-300k
  • Buying an hour of an Aussie drama is up to $1 million.

So the AFL is kinda looking like good value.

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