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YouTube and Fox Sports had pitched the program to advertisers
during the video site's
Brandcast event in May as part of the Digital Content
NewFronts, online video's equivalent to TV's upfront
presentations.
Fox Sports' YouTube channel is small compared with some others.
It has just over 69,000 subscribers, compared with more than 1.2
million people subscribers for ESPN's YouTube channel. But it still
offers appreciable reach: The channel notched more than 22 million
video views in July and August.
Burger King made an upfront spending commitment in exchange for
a guaranteed number of video views and ad impressions, said Fox
Sports Digital Senior VP-Sales Marla Newman. She declined to
discuss specific terms such as the amount of money Burger King has
promised to spend or the number of video views and ad impressions
guaranteed to the brand.
Tim Katz, YouTube's manager of sports content partnerships,
declined to disclose how the ad revenue is split between YouTube
and Fox Sports. YouTube usually takes a 45% cut of ad revenue from
premium content partners, but has worked out smaller percentages
with some, according to sources.
Fox Sports, which
recently launched its would-be ESPN rival Fox Sports 1, is not currently
bundling TV spots with these YouTube deals, but Ms. Newman said
that is "definitely something we're exploring."
