New Era, New Champion: How the Expanded College Football Playoff Changes the Game

It’s true. Sort of.

The NCAA, which governs college sports in the U.S., doesn’t organize a national championship game or award an official title at the Football Bowl Subdivision (FBS) level. For much of the 20th century, the national champion was decided through polls conducted by sports writers or coaches. Sometimes, these polls agreed on the top team, but often, they didn’t. As a result, multiple teams would sometimes claim the national title in the same year, depending on which poll you preferred.

That seems a little wrong, right? As Americans, we like a clear winner and want to see it decided on the field.

Bowl games have been a college football tradition for decades, but it wasn’t until the 1990s that real efforts were made to use them to crown a definitive national champion. Due to the sport's physical demands and logistical challenges, a large tournament like March Madness isn't feasible for football. However, over time, a playoff system began to take shape. Since 2014, the College Football Playoff (CFP) has featured four teams each season. However, the limited number of teams has faced plenty of criticism, with many arguing that deserving teams were left out.

That’s about to change this season.

In the 2024-25 postseason, the CFP will expand to a 12-team, single-elimination tournament. This expansion opens the door for more teams from different conferences to compete for the championship. Think of it like a gridiron Cinderella story -- an underdog rising through the ranks. But more importantly, it allows the eventual champion to prove themselves through a series of tough games. While the NCAA still won’t officially sanction it, fans will finally have a clearer answer to who’s number one.

With this long-anticipated expansion, excitement and expectations for viewership are high. Last season, the three-game playoff attracted 23.6 million viewers, a 15% increase over the previous year. With the playoffs expanding to 12 teams, more conferences and schools will be represented, meaning a broader geographic audience and likely even more eyeballs.

Advertising during the CFP isn’t just a way to reach more viewers -- it's a chance to tap into one of the most passionate, engaged, and diverse audiences in sports today. College football fans are known for their loyalty, and the expanded College Football Playoff will create a high-energy, emotionally charged environment perfect for businesses looking to make a lasting impression.

During the College Football Playoffs, from December 20th through January 20th, Optimum Media offers advertising opportunities in games airing on Optimum cable television and premium in-game streaming on networks like ESPN, ESPN2, TNT, CBS, and ABC.

As with any sports opportunity, inventory is limited! Now is the time to get in on the action -- reach out to our sales teams today!

This article was written by David Williams, Optimum Media Pricing Lead

Posted at MediaVillage through the Thought Leadership self-publishing platform.

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