The BCS Championship Game. Who were the real winners?

It was a fantastic finish. Auburn kicked a field goal as time expired to beat Oregon to win the BCS Championship game. The ensuing celebration was something to behold. Chest-thumping and fist-pumping executives were giddy with the result. What? You thought I meant on the field? No.

The victors I’m talking about are the ESPN and pay-for TV shirts and ties. The off-the-field drama was every bit as intense as the game itself this year. The BCS made a bold decision by taking five BCS games including its two prize possessions, the Rose Bowl and the BCS championship game, off broadcast TV and moving them to cable and satellite. The results were great for ESPN which had its highest rated week (12/27-1/2) and highest rated day (1/1) ever.  The national championship game (1/10) was watched by over 27,000,000 viewers, the most-watched program in cable history. The game was also a huge success for ESPN’s digital platforms.  On ESPN3.com, the game was watched by more than 619,000 unique viewers, the most ever for a college football game and fourth all-time behind three 2010 FIFA World Cup contests.

But what about the BCS? And the viewers?

The BCS is in business to protect the Bowl system and the money it generates. ESPN paid $500 million for the rights to the games for four years, reportedly $100 million more than the next highest bidder. The BCS is a winner.

ESPN is in around 90% of all U.S. households and 99.99% of all U.S. watering holes, so actually watching the games wasn’t an issue. From a technology standpoint, the options were much better with 3D and internet delivery.  When ESPN starts negotiating with cable companies, satellite companies, and internet and mobile providers for future contracts, those ratings are going to be Exhibit A in the reason for increased rates. We all know who picks up the tab on that.  The viewers, and in the end it’s up to us to decide if it’s worth it.