NBC Golf Channel’s In-Broadcast, Split Screen ‘Playing Through’ Spot Success

Split-screen ad formats in the US initially aired during car racing coverage: auto sport is, like golf, a property where play never stops and so there are no natural commercial breaks (unlike the MLB, NHL or the NFL).

In the past they have been a challenging sell to advertisers and agencies as it means squeezing their expensive commercials designed for full screens into a small on-screen box.

And now marketers are changing their minds after recent ‘Playing Through’ ad metrics.

The ‘Playing Through’ ads typically draw higher TV viewership and research shows they make consumers pay closer attention to the commercials.

After wrapping up coverage of the 2019 FedExCup Playoffs at the Tour Championship (which ran from 22 to 25 August), the network shared data about the ad format

GOLF Channel’s research shows the spots both draw a higher number of TV viewers and also make consumers pay closer attention to the ads.

For example, at The Open 2019 won by Shane Lowry, NBC/GOLF Channel’s ‘Playing Through’ commercial breaks drew 11% higher household TV ratings than more traditional breaks with no split-screen and they retained 4% more viewers.

Thanks to the format, golf fans saw 407 more golf shots from Royal Portrush Golf Club in Northern Ireland.

Among commercials airing in both formats, Playing Through spots captured 230% more attention than traditional ads. And three times as much attention as conventional ads on TV at the time.

While NBC/GOLF Channel didn’t name specific brands’ ads, they did say one Open beer sponsor generated 181% more message memorability, and 152% greater brand memorability when its ads aired in the Playing Through format.

And The Open statistics were not a one-off.

The Playing Through format was utilized during 50% of NBC/GOLF Channel’s commercial breaks this year.

Year-to-date, these ads are capturing 61% more attention than more traditional ones on the PGA Tour.

“Look, it’s a positive viewing experience. The psychology of advertising is very important. The frame of mind that you reach a viewer has a lot to do with how they feel about that brand,” said GOLF Channel’s executive vice president of partnerships and programming Tom Knapp.

“When a viewer is happy with the presentation you’re delivering them, they tend to feel better or positive about the brand associated with that experience. I was hopeful we’d get that kind of reaction. But I didn’t expect it to be as positive as it is. It’s been tremendous.”

“Not only are they thanking us, they’re thanking the sponsors. They say, ‘Hey Sponsor X, we appreciate you running your ads in that fashion, I’ll go out and buy your product.’ We actually see this in social media. They’re thanking specific individual advertisers for allowing us to do this,” Knapp added.

“They will get what they pay for. If the ratings are higher than they were last year, they’ll pay a little bit higher rate,” Knapp said. “But it’s not a premium for Playing Through. They are paying for the audience that we are delivering. And fortunately, we are delivering a bigger audience.”
Comment:

It seems that US TV viewers like the NBC/Golf Channel’s ‘Playing Through’ ads, at least the ones who have contacted the broadcaster to thank them for the spots do.

And let’s face it, that doesn’t happen very often.

So there is life left in TV yet and this is an enhanced, more effective, TV commercial marketing approach which is appreciated by both viewers and sponsors alike.

Perhaps we will we see other sports events adopt the tactic?

‘Throw Through’ ads at the Super Bowl and ‘Run Through’ spots at the Olympics perhaps?