Why Do Big Football Universities Advertise on TV During Their Games?

Big football universities have long understood the strategic importance of advertising on TV during their games. This practice not only taps into the massive audiences that college football games attract but also helps them achieve a range of institutional goals. In this article, we will explore the key reasons behind this strategy and the impact it has on universities.

Revenue Generation

One of the main reasons why big football universities advertise on TV during their games is to generate significant revenue. These universities often have lucrative contracts with sponsors and advertisers who are eager to reach the large audience that college football games attract. These contracts can provide substantial funding for university operations, scholarships, and other areas critical to their success.

Brand Exposure

College football games draw millions of viewers, offering universities a unique opportunity to enhance their brand visibility. This exposure can have far-reaching benefits, including attracting prospective students, alumni donations, and community support. The widespread coverage of these games on national television helps the university stay in the public eye and reinforces its reputation as a premier educational and athletics institution.

Recruiting

The strong television presence of a big football university can significantly impact its ability to recruit top high school athletes. High-profile games broadcast on national television showcase the university's football program, making it more appealing to potential recruits. Viewers, especially high school athletes and their families, can get a firsthand glimpse of what the university has to offer, from the facilities to the academic programs. This exposure can help shape the perception of the university and enhance its attractiveness as an academic and athletic powerhouse.

Engagement with Alumni

Advertising during football games is not just about reaching current students and potential recruits. Universities also use this platform to target their alumni, reminding them of their school and encouraging them to contribute or engage with the university. This can foster a sense of community and loyalty. Alumnus are often a crucial source of donations and support, and advertising on TV can help keep the university top-of-mind, encouraging them to remain connected and supportive.

Promoting Events and Programs

Universities often use the live game coverage to promote other events, athletic programs, and academic offerings. This helps to boost overall enrollment and participation in various university activities. By leveraging the high viewership of football games, the university can reach a broad audience and draw attention to its other initiatives, ultimately leading to increased enrollment and engagement across campus.

Building a National Profile

Successful football programs can elevate a university's national profile, leading to increased applications and heightened prestige. A strong football program can serve as an ambassador for the university, attracting attention and respect from both within and outside the academic community. This heightened profile can benefit the institution as a whole, leading to increased applications, better donors, and overall growth.

The Short Answer: It's Free - But

The short answer is that universities leverage this opportunity because it is free. However, while the immediate cost may be negligible, the benefits are substantial. The advertising during football games leverages the popularity of college football to achieve various institutional goals, including revenue generation, brand exposure, recruiting, alumni engagement, and promoting events and programs.

For universities, this strategy is a win-win situation. The cost is minimal compared to the benefits, and the potential reach is enormous. The combination of high viewership and the strategic placement of advertisements allows universities to effectively communicate their message to a large and diverse audience.