Disney is taking a strategy that lent it a boost during the recent Hollywood labor strikes and working to apply it to its normal course of business.
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The company intends to simulcast six broadcasts of “Monday Night Football,” typically a mainstay of ESPN , on the ABC broadcast network, a maneuver that is likely to generate broader viewership of the games and deliver bigger ratings than the outlet’s usual Monday night fare, which had been expected to consist of reality programming and game shows, including “Celebrity Wheel of Fortune.” Even a Wednesday-night offering, “Scamanda,” will be moved. Now, ABC will run “Monday Night Football” on October 14 and 21; November 4, 18 and 25; and December 23 — all in addition to eight regular or post-season games that were expected to be televised on the network.
Last fall, Disney and the NFL agreed to do ten extra simulcasts on ABC, a move that would protect the network against viewership shortfalls caused by its lack of programming due to strikes by writers and actors. This year, the league and the media giant appear to have come to similar terms — even without a labor shortage causing concern. The NFL approved of the scheduling changes, which are only in effect for the current TV season.
Disney continues to grapple, however, with the effects of its audiences leaving traditional broadcast and cable TV for streaming video. Sports programming seems to be the one category that continues to draw the large simultaneous crowds that both advertisers and distributors crave. The league has consistently encouraged its media partners to offer ideas about extending the reach of the games they broadcast, according to a person familiar with the NFL’s view.
Still, ABC had put significant effort into promoting the series it was set to debut, including “Scamanda,” a Wednesday-night series based on a true-crime podcast. The decision will also push back some of the last episodes of “Wheel of Fortune” that feature longtime host Pat Sajak, who recently stepped down from the role.
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Ratings and audience were two key factors playing a role in the decision, according to people familiar with the matter. “Monday Night Football” enjoyed its most-watched run in 23 years last season, with viewership surpassing each of the previous 18 seasons of its run on ESPN as well as the show’s last five seasons on ABC. What’s more, adding the games to ABC allows the network to run its more traditional schedule — programs such as “Celebrity Wheel of Fortune” and “Press Your Luck” — without pre-emptions that would likely be caused by coverage of the 2024 presidential election, and a few “MNF” games that were already scheduled to appear on ABC.
The move is not without ripple effects. Disney’s decision will open up new, potentially higher-priced commercial inventory for advertisers. It could play a role in affecting ratings for ABC’s “Good Morning America,” which depends to some degree on the network’s ability to keep viewers from the previous night tuned in to A.M. offerings. The new “MNF” simulcasts will also give Disney a bigger megaphone to tout other programs and series with promos that the network typically deploys in commercial breaks.
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