Top
NEWS REAL

• Under Armour said this morning that Patrik Frisk, the company’s president and COO, would become its new CEO, effective Jan. 1, 2020. He will also remain president. Company founder, chairman and CEO Kevin Plank, will become executive chairman and brand chief. According to Friske via Under Armour, "The opportunity that lies ahead of us is incredible as our entire global team continues to lean hard into our transformation."

• Sacramento, California's capital city, has been awarded an MLS expansion team with Sacramento Republic FC becoming the league's 29th team and beginning play in MLS in 2022. The club will build a new, $300 million, 20,100-seat soccer stadium in the downtown Railyards District. 

• Octagon and the National Women’s Soccer League have signed a multi-tier consulting partnership, in which Octagon’s Global Media Rights Consulting and Marketing divisions will "advise the NWSL on its league media rights, sponsorship, and marketing." “The growth of the NWSL over the past six years has been tremendous, and the league, its teams and players show absolutely no sign of slowing down,” Christine Franklin, SVP, Marketing, Octagon, said via the firm.

• The Professional Baseball Agreement between MLB and minor league teams expires at the end of the 2020 season. But if a new MLB proposal were to become reality, more than three dozen cities with affiliated minor league teams will lose those teams a year from now and thousands of minor league players will be out of work as well. Full story here.

• "We said there's no chance that's happening. There’s no chance we’ll even discipline him." — NBA commissioner Adam Silver regarding China’s request that the league fire Houston Rockets GM Daryl Morey

• "The losses have already been substantial. Our games are not back on the air in China as we speak, and we'll see what happens next. I don't know where we go from here. The financial consequences have been and may continue to be fairly dramatic." — NBA commissioner Adam Silver at the Time 100 Summit on Thursday regarding the league’s on-going situation with China.

• Halloween this year is Oct. 31, and retailers, marketers and consumers are ready for another season of trick-or-treat. Total spend on Halloween 2019 is expected to reach $8.8 billion according to the National Retail Federation, Washington, DC. Full story here. 

POLL POSITION

Rock & Roll Hall of Fame 2020 Nominees

• Pat Benatar
• Dave Matthews Band
• Depeche Mode
• Doobie Brothers
• Whitney Houston
• Judas Priest
• Kraftwerk
• MC5
• Motorhead
• Nine Inch Nails
• Notorious B.I.G.
• Rufus feat. Chaka Khan
• Todd Rundgren
• Soundgarden
• T. Rex
• Thin Lizzy

VOTE HERE

KEEPING SCORE

Most Popular NBA Player Jerseys (based on eBay sales October 2018-October 2019)
1. LeBron James Los Angeles Lakers
2. Stephen Curry Golden State Warriors
3. Kyrie Irving Brooklyn Nets
4. Giannis Antetokounmpo Milwaukee Bucks
5. Kevin Durant Brooklyn Nets
6. Dwyane Wade Miami Heat (retired)
7. Kawhi Leonard Los Angeles Clippers
8. Zion Williamson New Orleans Pelicans
9. Carmelo Anthony (most recently with Houston Rockets)
10. Russell Westbrook Houston Rockets

Most Popular Player Merchandise (based on eBay sales October 2018-October 2019)
1. LeBron James Los Angeles Lakers
2. Stephen Curry Golden State Warriors
3. Kevin Durant Brooklyn Nets
4. Kyrie Irving Brooklyn Nets
5. Giannis Antetokounmpo Milwaukee Bucks
6. Paul George Los Angeles Clippers
7. James Harden Houston Rockets
8. Dwyane Wade Miami Heat (retired)
9. Kawhi Leonard Los Angeles Clippers
10. Russell Westbrook Houston Rockets
SOURCE: STUBHUB.COM

BUY SELL

Weekend Box Office Oct. 18-20
1. Maleficent: Mistress Of Evil $36M
2. Joker $29.2M
3. Zombieland 2 $26.7M
4. Addams Family $16M
5. Gemini Man $8.5M
6. Abominable $3.5M
7. Downton Abbey $3M
8. Judy $2M
9. Hustlers $2M
10. It 2 $1.5M
BoxOfficeMojo.com

SEARCH

NYSportsJournalism.com + Topic Of Requested Search

The Rise Of Skywalker See More Ads Below

COLLEGE

BodyArmor Into NCAA
No. 1 Colleges Since '92
Notre Dame Builds Brand
Cancer Drives Home
Men's Hoops Are 'Toxic'

Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#46Ul8rBF4XpB4lo0.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#JZxA5jXY4rCwemgZ.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#JZxA5jXY4rCwemgZ.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#46Ul8rBF4XpB4lo0.99
Channel Chasers

NFL UK 2019
• Oct. 27  Cincinnati Bengals v Los Angeles Rams Wembley Stadium
• Nov. 3 Houston Texans v Jacksonville Jaguars Wembley Stadium

NFL Mexico 2019
• Nov. 18 Kansas City  Chiefs v Los Angeles Chargers Mexico City Estadio Azteca (ESPN Monday Night Football)

NBA 2019 Opening Nights
• Oct. 22 New Orleans Pelicans vs. Toronto Raptors TNT 8 PM (ET)
• Oct. 22 Los Angeles Lakers vs. Los Angeles Clippers TNT 10:30 PM (ET)

• Oct. 23 Boston Celtics vs. Philadelphia 76ers ESPN 8 PM (ET)
• Oct. 23 Denver Nuggets vs. Portland Trail Blazers ESPN 10 PM (ET)

Thursday
Apr042019

March Madness Marketing: Ads Motivate Purchases, But Need Creative Improvement

By Barry Janoff

April 4, 2019: There has been a lot of action on the court during March Madness, which is heading into the Final Four and Championship Game April 4-6.

There also has been a lot of action on-air and online via marketing, commercials and brand activation.

National TV ad spend during NCAA Men's Div. I March Madness in 2019 across CBS, TBS, TNT and truTV is forecast to top a record $1.36 billion, with the Top Ten advertisers potentially accounting for some $550 million, more than 40% of the total spend.

“The NCAA has successfully monetized its Men’s Div. I Basketball Championship tournament, March Madness, creating a platform for marketers to reap benefits from advertising and promotional programs anchored around the games,” according to the 2019 NCAA March Madness Ad Spend study from research and consulting firm Kantar Media, NY.

How much impact has online advertising and marketing for this year’s tournament had on fans, consumers and viewers?

Some 42% of people said they were more likely to make a purchase after viewing an ad.

However, 57% said the ads had no effect on them, according to a just-released survey from Arkadium, a leading interactive content company that works with media companies nationwide.

The 40%-plus figure was seen as a win for marketers.

“That more than 40% who see March Madness campaigns are more likely to buy is huge,” Jessica Rovello, CEO and co-founder for Arkadium, said via the New York-based company.
 
“It’s a major opportunity for brands and they should be taking advantage online.”

NCAA official partners include corporate champions AT&T, Capital One and Coca-Cola.

Corporate partners include Buffalo Wild Wings, Buick, Geico, Google Cloud, Infiniti, Intel, Lowe’s Marriott, Nabisco, Pizza Hut, Reese’s, Unilever, Wendy’s and just-signed Uber Eats.

Nearly half of all respondents (47%) rated the March Madness ads they’ve viewed online as “good,” with 26% rating them as “acceptable” and 25% rating them as “very good.”

Of that last group, 88% of users who rated ads “very good” were more likely to purchase from that brand. Less than 2% of respondents rated the ads as poor quality, according to Arkadium.

“March Madness makes for an effective ad campaign theme this time of year,” said Rovello.

“It’s a national event that many get excited about, and among all post-season sports advertising, only the NFL exceeds the annual tournament in spend. This makes for excellent advertising campaign material.”

As for the specific types of ads they remember seeing, 77% recalled ads from food and beverage companies (including Pizza Hut and Buffalo Wild Wings).

Insurance companies followed at 35% (including Geico), then financial services (34%, including Capital One and its trio of spokesmen Charles Barkley, Spike Lee and Samuel L. Jackson), retail (33%), auto companies (31%), technology companies (29%), home improvement (20%) and hospitality (15%).

“Every year, food and beverage brands recognize March Madness as a key opportunity to connect with fans online,” said Rovello.

“Fans are highly engaged and the right campaign can activate that to drive meaningful lift and grow revenue.”

The No. 1 place people recall seeing March Madness online ads is at sports news sites (74%), followed by social media (73%).

The least popular place that respondents viewed ads was a brand’s own Web site (39%).

“Interactive and visual experiences are clearly in-demand,” said Rovello.

When asked how to improve the ads, 39% of respondents said “make them more interactive and participatory,” while 38% suggested to make them more visual.

In addition, 32% of ad viewers want something more personalized, 25% seek out more visuals as opposed to plain text and 16% said to make them “less distracting — make them look and feel more like the Web site.”

“Advertisers should take note. In the future, these changes would benefit the brands, publishers and consumers alike,” said Rovello.

“The brand increases revenue, and the consumer experiences a more enjoyable ad experience.”

For the study, Arkadium said it commissioned a survey of more than 1,000 adult March Madness fans throughout the U.S.

Capital One March Mad Again With Charles, Spike, Samuel L.

NCAA Shoots, Scores: March Madness 2019 Ad Spend Expected To Hit Record $1.36B

Back to Home Page