Top
NEWS REAL

Bahamas Red Cross donation site. #HelpUsHelp

• In an effort to “send a message of inclusion to its widely diverse fan base,” the NBA champion Toronto Raptors said they are the first NBA to offer an athletic hijab for Muslim women. The Nike Pro Hijabs with the team’s logo were inspired by the Hijabi Ballers, a Toronto-based non-profit organization dedicated to "celebrating and increasing the involvement of Muslim females in sports." “Inspired by those brave enough to change the game” the team posted to its social media platforms along with a video of the Hijabi Ballers in action.

• Greenleaf Foods said it has signed a deal with the Los Angeles Rams to become the first plant-based food brand to officially partner with an NFL team. As part of this partnership, Greenleaf’s Lightlife Burger will be available at Rams home games this season, beginning Sep. 15 during the team’s 2019 home opener ( agasint tthe New Orleans Saints). Lightlife plant-based protein products will also be featured in the Rams Game On! Program at Albertson’s, Vons, and Pavilions.

• The NFL and Facebook have signed a multi-year partnership extension that will “deliver more diversified NFL video content to fans worldwide through Facebook Watch,” expanding a relationship that began in 2017

The NFL will continue distributing recaps from all 256 regular season games, as well as playoff games and the Super Bowl; plus video highlights from such postseason tentpole events las the Pro Bowl, NFL Scouting Combine and NFL Draft. The NFL will also utilize Facebook Watch for distribution of an array of unique content including NFL news and analysis, Video versions of NFL-produced podcasts and classic and special NFL 100 content.

In addition, the NFL will create Facebook Groups around content themes and work to share relevant video in those groups.

• American Airlines will not renew its naming rights deal with the venue that is home to the NBA’s Miami Heat, which has been AmericanAirlines Arena since it opened in 1999 via a 20-year deal valued at $42 million, according to Miami Today. The team and Miami-Dade County executives are in “advanced talks”with another national company. American will remain the official airline for the Heat.

• Bowlero Corp,, the leading owner and operator of bowling centers in America, has acquired the Professional Bowlers Assn. which has been in operation since 1958. Bowlero said, “All scheduled tournaments and programming will continue, with plans to build upon key initiatives including the PBA's groundbreaking Fox Sports partnership.” Full story here.

• Marshawn Lynch has been named as the founded for the expansion Oakland Panthers of the Indoor Football League, with the team beginning play in February 2020 in Oakland (formerly Oracle) Arena. The NFL Raiders are moving from Oakland to Las Vegas beginning with the 2020 season. Full story here.

• The Paley Center for Media, NY, will honor the 100th season of the NFL with a new exhibit: "A Century of Football: Celebrating the NFL’s 100th Season," free and open to the public (Sept. 14-Oct. 27), which includes the first public screening of the only known complete broadcast of Super Bowl I (then known as the AFL-NFL World Championship Game) in January 1967 between the Green Bay Packers and the Kansas City Chiefs

• Pete Frates and Pat Quinn, co-founders of ALS Ice Bucket Challenge, have launched with The ALS Assn. the 5th anniversary of “Challenge Me” with a “new call to action to reignite the passion and generosity of the millions of people who dumped ice water on their heads in the summer of 2014.”

POLL POSITION

 Pro Football Hall of Fame First-Time Candidates Class of 2020
• DE John Abraham
• LB Lance Briggs
• WR/Special Teams Josh Cribbs
• RB Maurice Jones-Drew
• S Troy Polamalu
• DE Justin Smith
• WR Reggie Wayne
• LB Patrick Willis

The full list includes 122 players eligible to be selected to next year's class. Full story here.

KEEPING SCORE

Top Brands in 2019 Brand Keys “Consumer Loyalty Index”
• Airline: JetBlue
• Athletic Footwear:Nike
* Automotive: Hyundai
• Banks: Chase
• Beer: Corona Extra (regular), Miller Lite (Lite)
• Bottled Water: Dasani
• Casual Dining: Panera
• Coffee (OOH): Dunkin’
• Energy Drinks: Red Bull
• Headphones: Bose
• Ice Cream: Ben & Jerry’s
• Major League Sports: MLB
• Online Music: Slacker
* Online Retailer: Amazon
• Online Travel Booking: Booking.com
• Pizza: Domino’s
• QSR: Chick-fil-A
• Retail Sporting Goods: Dick’s
• Social Networking Sites: Instagram
• Soft Drinks: Coca-Cola (regular), Diet Coke
• Tequila: Jose Cuervo
• Ticketing Services: StubHub
• Vodka: Zubrowka
• Whiskey: Jack Daniel’s

FULL LIST HERE

BUY SELL

Weekend Box Office Sept. 6-8
1. It: Chapter Two $91M
2. Angel Has Fallen $6M
3. Good Boys $5.4M
4. Lion King $4.2M
5. Overcomer $3.8M
6. Hobbs & Shaw $3.7M
7. Peanut Butter Falcon $2.3M
8. Scary Stories $2.3M
9. Ready Or Not $2.2M
10. Dora and the Lost City of Gold $2.2M

Source: Box Office Mojo

SEARCH

NYSportsJournalism.com + Topic Of Requested Search

Roberto Clemente Award 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. 6 Chicago Bears v Oakland Raiders Tottenham Hotspur Stadium
• Oct. 13 Carolina Panthers v Tampa Bay Buccaneers Tottenham Hotspur Stadium
• 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).

Entries in sports marketing (1)

Thursday
Mar142013

Q&A: For CBS, Turner, It's A Mad, Mad, Mad, Mad, March Madness World

By Barry Janoff

March 14, 2013: Unlike March, which comes in like a lion and goes out like a lamb, the same can not be said for the 2013 version of March Madness, which will come in like Bulldogs (Gonzaga), Wildcats (Creighton), Blackbirds (LIU Brooklyn), Jackrabbits (South Dakota State) and Blue Devils (Duke), but is uncertain how it will go out.

That's good news for fans, marketers, the NCAA and CBS and Turner Broadcasting, the two media companies now entering the third year of a 14-year, $10.8 billion deal to cover in unison the NCAA Div. I men's basketball tournament from start — the First Four on March 19-20 — to finish: the Final Four on April 6 and April 8 in Atlanta's Georgia Dome.

In 2012, more than 176 million people tuned into the NCAA Division I men’s basketball championship. In addition, NCAA.com/March Madness Live, CBSSports.com, truTV.com, TNT.tv, TBS.com and SI.com had more than 220 million visits across online and mobile platforms from the First Four through the Final Four, an 11% increase from 198 million in 2011, according to Turner.

Marketers literally are paying attention. Last year, for the first time in March Madness history, companies spent more than $1 billion in advertising, according to marketing and research firm Kantar Media, NY. That not only put the Tournament ahead of the NFL playoffs and Super Bowl XLVI ($975.3 million), but was almost as much as the combined ad money spent during the post-seasons for the NBA ($536.9 million), MLB ($354.1 million) and NHL ($101.1 million), per Kantar.

In 2012, more than 80 companies advertised during the Tournament, with the top ten accounting for $362.3 million, more than a third of the total TV ad spend. General Motors topped all marketers with $80.3 million, followed by AT&T ($54.2 million), Anheuser-Busch ($31.9 million), Coca-Cola ($31.7 million), Capital One ($28.4 million), USSA ($28.2 million), Lowe's ($27.4 million), Apple ($27.2 million), Miller ($27 million) and Nissan ($26.1 million).

NCAA marketing partners include AT&T, Capital One, Coca-Cola, Allstate, Buffalo Wild Wings, Buick, Enterprise, Infiniti, Lowe's, Nabisco, Northwest Mutual, Reese's, Unilever and UPS.

Among categories in 2012, auto led with $205.8 million (headed by GM, Infiniti and Mercedes), followed by financial services ($115.7 million), telecom ($87.6 million), restaurants ($86.8 million, led by Pizza Hut, Dominos, Applebees and Subway) and insurance ($82.4 million, with State Farm and Allstate as the top spenders).

In addition, Internet, mobile and other forms of media have become more prevalent. This year, March Madness Live, produced by Turner Sports, will offer in addition to free streaming of the 67 games comprising the Tournament, more access to highlights, information and dedicated destinations from such NCAA partners as Coca-Cola, AT&T and Capital One.

Selection Sunday will air on CBS on March 17; the First Four on Turner's truTV and the ensuing rounds on CBS, TBS, TNT and truTV en route to the Final Four on CBS. NYSportsJournalism spoke with Sean McManus, chairman of CBS Sports; and David Levy, president of sales, distribution and sports for Turner Broadcasting, about the marketing, management and media for the 2013 edition of March Madness.

NYSportsJournalism.com: What is your assessment of the first two years of the CBS-Turner alliance?

Sean McManus: We couldn't be happier about how it's gone so far. It seems like just yesterday we were talking about this new partnership we had formed, looking at the ideas David wrote down on a cocktail napkin, and how it would be good for everyone. We had very lofty assumptions that first year as far as revenue, viewership, sales and empowering viewers. I'm here to say that we've exceeded all of our expectations. Viewership is growing, and revenue and marketing has been better than we expected. The production value has been first-rate. But we're still trying to improve every year.

David Levy: People thought that 14 years was a long time for a deal. Now, you see 15-, 20-year deals among other media companies. And it was unheard of that we would be sending viewers from CBS to TNT and from TBS to CBS.

NYSJ: Was there much kickback from viewers about having to become channel-changers?

SL: We did have concerns the first year, which is why we went out of our way and were so aggressive in telling viewers and helping them navigate. The consistency has been really, really good. We thought that the navigation of this production was important, and we worked hard to help viewers move from CBS to TNT, TBS or truTV. And we worked hard to let them know it was okay to go from one network to another by showing them where the best action was at that moment, by telling them on-air and with graphics that if you're watching a game on CBS [in which the outcome] has been decided, you should go to TBS to see a game that is more intense.

DL: This medium we are in is critical about change. It usually takes time for viewers to adjust. This was almost instantaneous. Live sports is the best form of entertainment. But you have to be aware of how viewers use their time. The viewer comes first, and we wanted to let them choose and to let them know they could choose.

NYSJ: Was there a moment when you said, 'This is working!'?

SM: A [watershed] moment for me came when I heard Marv Albert [who works for Turner] on-air promoting 60 Minutes [on CBS]. That told me the merger of two teams had worked.

DL: [Laughs.] When I heard [CBS lead announcer] Jim Nantz doing a promo for Lizard Lick Towing [on truTV]!

NYSJ: CBS this year broadcast Super Bowl XLVII, with the strategy of using a cross-platform of shows to support and enhance, including CBS Evening News, CBS This Morning, Face The Nation and The Talk? How would you assess that strategy?

SM: The strategy worked great. We were the focus of attention in New Orleans, in Jackson Square [where production facilities were set up]. Shows like The Talk and the CBS Sports Network shows all got a lot of exposure, and a lot of quality exposure. That exhibited what a company can do if you surround a big event such as the Super Bowl. It was a success, especially when you consider that we did 15 different CBS shows basically from one location. Plus the radio network, which we were launching a that time, got a lot of exposure. So it was successful for the entire corporation and not just CBS Sports.

NYSJ: Would you try something like that for the Final Four, maybe using Conan O'Brien, actors from Cougar Town, Dallas or Lizard Lick Towing?

DL: I couldn't say we've talked about that. But we're still exploring the options available to us, we're still learning how to embrace this coverage. How to use [elements] appropriately.

NYSJ: Social media has become more prevalent, even from 2011 when this alliance began. What role will it play this year?

SM: Anything that drives conversation and interest adds to the overall experience. [Social media] is not something we do in addition to the network broadcasts, it is part of it. So when you see more support on the Internet and social media platforms from [CBS and Turner], from the NCAA, from marketing partners, that is by design to drive awareness and enhance the Tournament.

DL: We are always looking for ways to enhance the product, as long as it's not intrusive. March Madness Live will offer multi-screen access and and more enhancements for viewers and fans to interact. Social media is more important than it was even two years ago, but there's always a question of balance. It can't intrude; it has to add to the game. Social media is a big part of the reason why sports ratings on TV are up. You have to embrace it. And we are. I believe that whether you are on Twitter, Facebook, Web sites, sports is the No. 1 thing that people talk about.  

NYSJ: Kantar Media just released a report which showed that advertising during March Madness last year topped $1 billion for the first time. How does that reflect what CBS and Turner are doing?

DL: As Sean said, by every metric is over-delivering for this business model that we designed. Ad sales. Ratings. Impressions. Uniques who are logging on. And revenue is one of them.

"Social media is a big part of the reason why TV sports ratings are up. You have to embrace it. And we are. On Twitter, Facebook, it's the No. 1 thing people talk about."

NYSJ: Two years ago, the First Four was just starting and people really weren't sure about it. Now it has become important because people have come to realize that it's the First Round of the Tournament. Is that in part because of the marketing support you have put behind it, in part because of fan awareness, or something else?

SM: It's a combination of marketing and growing fan awareness. The fact that we assigned Jim Nantz, Clark Kellogg and Steve Kerr as the broadcast team, and the fact that the production quality for the First Four is as high as it is for the Final Four, immediately told people that the Tournament starts now. And maybe more than anything else, people are dying for the Tournament to start. It used to be that after Selection Sunday, you had until Thursday to fill out your brackets. Now, you only have until Tuesday. And no one is complaining. Just the opposite. They can't wait for it to start.

DL: We also got lucky the first year. And sometimes, I'd rather be lucky than good. The first year [2011] Virginia Commonwealth played in the First Four and made it all the way to the Final Four. That legitimized the First Round.

NYSJ: Does it work better for network coverage if the underdogs and Cinderella teams make a lot of noise or if the strong teams make it all the way through?

SM: You always want to see a combination. National, traditional powers and the teams that fight their way up. That makes for great coverage.

DL: I don't know that we would want all Cinderella teams [in the Final Four]. You want to see powerhouse teams in there, you want to see them get deep into the Tournament. If there is a mix in the Final Four, that makes for good drama.

NYSJ: When you are dealing with companies that are officially aligned with the NCAA and, in turn, the Tournament, are you finding in the third year of this alliance between CBS and Turner that they want to be more creative, become more involved with the broadcast across all four networks as well as social media, mobile, etc.?

DL: We are. They're looking at every aspect. Where can we put more corporate signage. How much more visible can we be. But that is also coming from the NCAA, which wants to get more from their corporate sponsors. But, again, there has to be a balance. And it can not be intrusive.

NYSJ: Any other insights into this year's Tournament?

SM: During each season, star players emerge, especially once the Tournament starts. This year, the season itself is the overall storyline. The enthusiasm has shifted from individuals to the Tournament and team story lines.

DL: I'm excited that the Final Four will be in Atlanta, where Turner is based. But it's also been nightmare for me in some ways. [Laughs.] Everyone wants tickets.

Back to March Madness 2013

Back to Home Page