Add America's bowling alleys to the list of digital video ad networks taking over the real world. In a deal with the Bowling Proprietors' Association of America, Strike Ten Entertainment this week unveiled plans to deploy Bowling Center TV (BCTV), a new digital out-of-home TV network.
BCTV plans to install screens over the lanes and in the bars and dining areas in 1,000 bowling centers over the next 12 months, building a nationwide footprint representing about a fifth of the estimated 5,000 bowling centers in the U.S.
The network has just begun pitching agencies and brands -- as well as programmatic platforms -- to generate demand for ads that will be sold along side a mix of video programming that will include sports, news, entertainment and "gamification" content.
The programming will run in two- to three-hour loops, which BCTV says is representative of the average bowler's dwell time.
Like movie theaters and other place-based digital OOH media venues, bowling alley attendance is booming in the aftermath of the COVID-19 pandemic, says Strike Ten President John Harbuck, adding, "For decades, the bowling industry has yearned for a centralized communication platform that enables real-time distribution of messaging. We are eagerly anticipating the unlocking of BCTV’s capabilities, which will benefit bowling centers, advertisers, and our valued bowling customers."