Unrivaled Women’s Basketball Games Feature Ad-Free Quarters — Which Big Leagues Can’t

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As a passionate film enthusiast, I’ve always appreciated services that keep advertising to a minimum, especially when it comes to sports broadcasts. Unrivaled, in this regard, hasn’t shied away from offering an ad-light experience.

The three-on-three women’s basketball league for start-ups, featuring teams like the Phantoms and Lunar Owls, has recently been established as an alternative for players who usually compete abroad during the WNBA offseason. However, it offers something unique not just to the players, but also to its sponsors. In each game, two out of the four seven-minute quarters are played without any commercial breaks.

Craig Barry, chief content officer for Warner Bros. Discovery’s TNT Sports, explains that they provide an experience to fans by not disrupting the storyline during the league’s first season until mid-March. The viewers are informed that Wayfair sponsors the commercial-free first quarter, and AT&T assists in making the continuous fourth quarter broadcast possible.

As a passionate movie-goer, I’ve been thoroughly impressed with Unrivaled, a fresh newcomer on the scene. Even established giants like the NFL and Major League Baseball have grappled with this issue for years – finding ways to quicken their games without alienating fans due to excessive commercial breaks that interrupt the action.

According to Barry, disturbing a viewer’s experience can make fans irritated, as they might choose to leave or fail to return.

Or:

Barry mentions that interrupting the viewing experience could lead to fan frustration, possibly resulting in them leaving or being unable to reconnect later on.

2023 saw Major League Baseball implementing pitch clocks to expedite innings, aiming for a quicker pace. In 2018, the National Football League persuaded broadcast networks airing their games to eliminate “advertisements,” specifically short on-screen messages crediting sponsors. NBA Commissioner Adam Silver expressed his preference in late January during an interview on “The Dan Patrick Show” for reducing quarters from 12 minutes each to 10, aligning with the play style seen at collegiate and Olympic levels.

It’s quite challenging to eliminate advertisements during game segments such as innings, periods, and quarters. If there aren’t extensive advertising agreements in place, networks must find ways to maximize the worth of their existing ad space, even when it goes unused. This can be particularly difficult for short segments like a quarter, which typically last only 12 to 15 minutes.

Television broadcasting companies have experimented with commercial-free formats for golf and NASCAR events. Some news outlets use “double box” visual displays, which present advertisements in one part of the screen while showing game action or live footage in another section. Last year, NBC Sports took things a step further by allowing Coca-Cola, Delta, Eli Lilly, Toyota Motor Corporation, Visa, and Comcast’s Xfinity to sponsor an ad-free hour of coverage during the Olympics Opening Ceremony. Each sponsor’s logo appeared on the screen in the upper right corner for around ten minutes during the program.

In the unique strategy of Unrivaled events, they select the opening and closing quarters to eliminate conventional ad breaks since studies suggest that these periods capture fans’ highest level of involvement. During the final quarter of an Unrivaled game, teams compete vigorously to reach the “winning margin” or 11 points above the leading team’s score after three quarters.

As a passionate cinephile, I’m thrilled to share that we’re backing the smooth unfolding of the event without intruding it like a typical advertiser, as Kara O’Brien, Wayfair’s head of brand marketing, put it in an email statement. To keep viewers hooked, we’re pleased to sponsor the commercial-free first quarter, which enables the action to play out uninterruptedly. This method preserves the event’s organic pace, keeping us all deeply engrossed in the swift, exhilarating moments that culminate in those awe-inspiring, game-clinching scenes.

According to Jon Diament, Warner Bros. Discovery’s executive vice president in charge of ad sales for TNT Sports, an exceptional setup is feasible due to a unique connection between the league and its major sponsors. These advertisers like Sephora, Ally, Sprite, among others, aren’t just buying traditional TV spots. Instead, they are investing in broader partnerships that encompass in-game branding and integration into various contest elements, such as a player’s “glam room” sponsored by the beauty retailer Sephora. Media sponsors are reportedly paying a substantial fee, around seven figures.

According to Diament, these packages resemble major sponsorship deals for events like the NCAA’s March Madness basketball tournament rather than conventional sports ad buys. Essentially, advertisers are purchasing a league-wide sponsorship that extends across numerous engagement points – not just limited to game time, but available 24/7 throughout the year. This includes social media interaction, studio involvement, commercials during the games, player-branded content, and much more. These brands become deeply integrated into the league’s success in a way that goes far beyond traditional advertising.

Advertisers, when venturing into uncharted territories, frequently aspire to be the leading voices there. But what occurs when a supporter from an advertisement-free zone seeks to make a more impactful impression than just acknowledging their assistance?

In any partnership, it’s crucial to be willing to explore and discover the most advantageous offer for all parties involved, according to Barry. Striking a harmonious equilibrium between what advertisers require and what viewers prefer is something unique, he notes. Furthermore, both sides must acknowledge this balance and ensure that neither becomes excessively greedy.

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2025-02-26 19:47