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What Are You Watching In May 2018
 
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QUICK HITS

• The Cleveland Browns have been named as the team to be featured in HBO’s 2018 series Hard Knocks. The Browns were 0-16 last season and then selected QB Baker Mayfield with the overall No. 1 pick. This year’s series is schedule to debut Aug. 7.

• The Alliance of American Football named Alliance Salt Lake City as its fourth market (Atlanta, Memphis, Orlando) and Dennis Erickson as the team’s head coach. Alliance Salt Lake home games will be played at Rice-Eccles Stadium, home to University of Utah football. Phoenix is expected to be named the fifth city today.

• For the third year, NFL partner Hyundai is hosting the Hyundai Youth Football Camp giving children ages 7 to 13 the chance to take the field and learn from their favorite teams and players. Sessions will be held in Pittsburgh, South Florida, Minnesota, Arizona, Los Angeles, the New York City area and Houston.

KEEPING SCORE

2018 NBA Draft Presented by State Farm Order (To Date)
(Barclays Center Brooklyn, NY June 21 (ESPN)

1. Phoenix Suns
2. Sacramento Kings
3. Atlanta Hawks
4. Memphis Grizzlies
5. Dallas Mavericks
6. Orlando Magic
7. Chicago Bulls
8. Cleveland Cavaliers (from Brooklyn Nets)
9. New York Knicks
10. Philadelphia 76ers (from Los Angeles Lakers)

BUY SELL

WEEKEND BOX OFFICE (May 11-13)
1. Avengers: Infinity War $61.8M
2. Life of the Party $18.5M
3. Breaking In $16.5M
4. Overboard $10.1M
5. A Quiet Place $6.4M
6. I Feel Pretty $3.7M
7. Rampage $3.4M
8. Tully $2.2M
9. Black Panther $1.9M
10. Blockers $1.1M
SOURCE COMSCORE

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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
Monday
Jan222018

Even At $5 Million-Plus For Ads, Super Bowl Remains Jewel Event For Marketers, NFL

By Barry Janoff

January 22, 2018: TV ratings in some areas may be down, and criticism of the league may in some areas be loud, but when it comes to the Super Bowl, call the NFL the “Teflon League.”

The cost of a 30-second spot during NBC’s broadcast of Super Bowl LII on Feb. 4 has topped $5 million for the second year and is expected to be higher than the record set during Super Bowl LI last February on Fox, when the network charged just over $5 million for some 30-second spots.

That’s up 87% during the past decade and is by far “the most expensive air time on TV,” followed in 2017 by the NFC Championship at $2.5 million and the Academy Awards at $1.9 million for 30-second spots, according to research, marketing and consulting firm Kantar Media, New York.

And there is no lacking for ad space or companies to fill them.

“The Super Bowl now has 15-20% more commercial time than a regular season NFL game and the gap has been creeping upward over the past decade,” according to Kantar’s just-released Super Bowl advertising report.

In 2008, Super Bowl XLII on Fox had about three more minutes of ad time than a regular season game that year. In 2017, the comparable difference, after excluding the extra messages in the Super Bowl overtime period, was more than seven minutes.

In addition, there are promotional announcements from the network for its own shows. These typically account for about 15% of total ad time and 25-30% of all spots in the game, per Kantar.

Anheuser-Busch In Bev was the leading advertiser during Super Bowl LI last year with a spend of $35 million. The beer maker, which has national broadcast exclusivity for the category, has placed in the Top Two of the annual rankings for at least 36 consecutive years, according to Kantar.

Deutsche Telekom ranked second last year with $30 million of spending for the T-Mobile wireless brand, followed by Procter & Gamble ($25 million), Fiat Chrysler ($20 million), 21st Century Fox ($15 million) and 84 Lumber ($15 million).

Prior to 2017, Fiat Chrysler has been a Top Two advertiser in the Super Bowl for five consecutive years.

Top spenders in 2016 during Super Bowl 50 (CBS) were Anheuser-Busch ($34 million), Fiat Chrysler ($19 million), PepsiCo ($19 million), Deutsche Telecom ($14 million), Honda ($14 million), Toyota ($14 million) and Valiant Pharma ($14 million).

Auto manufacturers have had the largest footprint for eight consecutive years, although the category’s presence has seen some decline.

In 2017, seven auto makers ran ads and accounted for 17% of all expenditures, the smallest share since the 2010 game, according to Kantar’s Super Bowl ad report.

That was followed movie studios (six titles in 2017) and nonalcoholic beverages (six brands in 2017).

Super Bowl LII features the Philadelphia Eagles and the defending Super Bowl champion New England Patriots, a rematch of Super Bowl XXXIX in 2005).

Since Super Bowl XLIV in 2010, no telecast has averaged fewer than 106.5 million, with a record average of 114.4 million for Super Bowl XLIX in 2015. Super Bowl 50 averaged 111.9 million, last year’s game averaged 111.3 million.

The ad roster for Super Bowl LII, still to be finalized, currently includes Anheuser-Busch, Avocados From Mexico, Coca-Cola, PepsiCo (Doritos, Mountain Dew, Pepsi), Groupon, Hyundai, Intuit, Kia, Kraft, Toyota’s Lexus, Mars’ brand M&Ms, Monster Products, Kelloggs’ brand Pringles, Squarespace, Toyota, Intunit’s Turbotax, Verizon and WeatherTech.

Some spots remain unfilled and/or undisclosed. Late buys generally go to movie studios.

The division of Comcast is also selling digital-only ad spots.

NBC has an unusual double dip this year with coverage of both the Super Bowl and the Winter Olympics (Feb. 8-25). NBCUniversal said it expects to top more than $1.4 billion in ad revenue for he two jewel events.

The split would be about $500 million for the Big Game and $900 million for the Olympics, according to Dan Lovinger, evp-ad sales for NBC Sports Group.

“The value of live is evident. We see that in all of our sports,” Lovinger said during recent media call. “What’s also incredibly valuable is big ratings.

“Advertisers do clamor for those opportunities. The Super Bowl is communal viewing and there’s social amplification that goes on . . . All we have seen is enthusiasm. The game itself almost transcends the season,” said Lovinger.

According to Kantar, “Ad pricing has been racing past million-dollar intervals at an accelerating pace.

“It took just four years (2013-2017) for Super Bowl ad prices to jump from $4 million to $5 million per 30-second spot. The jump from $3 million to $4 million also took four years (2009-2013). By comparison it took nine years (2000-2009) to get from $2 million to $3 million.”

Ad revenue growth has also been aided by increased commercial time.

Super Bowl LI had 51 minutes and 30 seconds of ad messages and 102 commercials between the opening kickoff and the final whistle, including a two-minute ad break in the first overtime period in Super Bowl history, with the New England Patriots scoring the winning TD against the Atlanta Falcons at the 11:02 mark.

“It was the second most-cluttered broadcast in the 51-year history of the event,” said Kantar, behind the 104 spots (47:50 commercial time) during Super Bowl XLIV (Feb. 2010, CBS).

Super Bowl ad revenue has more than doubled since 2008, when it was $261 million ($186 million in-game, $75 million pre/post game) and $261million in 2009 (($213 million in-game, $48 million pre/post game).

In 2010, Big Game ad revenue actually dropped to $255 million ($205 million in-game, $50 million pre/post game).

In 2011 it topped $300 million for the first time ($304 million: $228 million in-game, $76 million pre/post game).

In 2012 $319 million ($263 in-game, $56 million pre/post game) and in 2013 $344 million ($292 million in-game, $52 million pre/post game).

Super Bow ad revenue topped $400 million in 2014 ($431 million: $332 million in-game, $99 million pre/post game), and continued to rise in 2015 ($416 million: $345 in-game, $71 million pre/post game), $445 million in 2016 ($370 in-game, $75 million pre/post game) and $534 million in 2017 ($419 in-game, $115 pre/post game ).

At the end of the day, versus other top sports properties, the Super Bowl trails only Olympics in ad revenue, great news this year for NBC.

“Ad pricing has been racing past million-dollar intervals at an accelerating pace. It took just four years for Super Bowl ad prices to jump from $4-$5 million."

According to Kantar, the 2014 Winter Games in Sochi generated $977 million in ad revenue over 18 days and the 2016 Rio Summer Games hit $1.97 billion.

MLB’s World Series in 2017, seven games between the champion Houston Astros and the Los Angeles Dodgers, generated $414 million in ad revenue for Fox, some $20 million more than the seven-game World Series in 2016 between the champion Chicago Cubs and Cleveland Indians.

The NBA Finals over the past three seasons have featured the Golden State Warriors and Cleveland Cavaliers.

The five-game series last year, won by Golden State, generated $208 million in ad revenue for ABC. The total was $303 million in 2016 when the Cavs took the seven-game series over the Warriors and $251 million in 2015 when Golden State won a six-game series against Cleveland.

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