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POLL POSITION
Sports Marketer Of The Year 2018

 

VOTE HERE

NEWS REAL

• Manchester United has signed a multi-year deal with Marriott International, with multi-platform marketing including access to on-field & player experiences for 120M members of the Marriott BonVoy travel program.

• PepsiCo is acquiring the CytoSport supplements brand from Hormel, which includes the Muscle Milk line.

• MLS Los Angeles Galaxy has signed a deal naming Mescal El Silencio, a specially crafted mezcal label based in Los Angeles, as an official partner for the team and its venue, Dignity Health Sports Park. The alliance, being called the first mescal deal for a pro sports team, includes a Mezcaleria El Silencio bar on the main concourse.

• MLS FC Dallas has signed a pact naming Heineken as the official import beer for the club and Toyota Stadium. The alliance also make Heineken USA a founding partner for the National Soccer Hall of Fame, which recently opened in Toyota Stadium.

• Lisa Borders, who in October resigned from her position as president for the WNBA to become president and CEO for Time’s Up, has now resigned from that position, citing family situations.

KEEPING SCORE

Finalists For The Naismith Memorial Basketball Hall of Fame Class of 2019
Unveiled at NBA All-Star Weekend as finalists from the North American and Women’s committees to be considered for election in 2019:

Players
• Marques Johnson
• Bobby Jones
• Sidney Moncrief
• Jack Sikma
• Ben Wallace
• Chris Webber
• Paul Westphal
Coaches
• Bill Fitch
• Eddie Sutton
Referee
• Hugh Evans

Finalists from the Women’s Screening Committee
Player
• Theresa Weatherspoon
Coaches
• Leta Andrews
• Barbara Stevens

The Class of 2019 will be unveiled during a press conference in Minneapolis at the NCAA Men’s Final Four.

BUY SELL

Weekend Box Office Feb. 15-17
1. Alita: Battle Angel $27.8M
2. The Lego Movie 2: The Second Part $21.2M
3. Isn’t It Romantic $14.2M
4. What Men Want $10.9M
5. Happy Death Day 2U $9.8M
6. Cold Pursuit $6M
7. The Upside $5.6M
8. Glass $3.8M
9. The Prodigy $3.1M
10. Green Book $2.7M
Source: Box Office Mojo

SEARCH

NYSportsJournalism.com + Topic Of Requested Search

Bud Reserve: 'Charlize' 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
SUPER BOWL LIII

Friday
Jan182019

Show Me The Super Bowl LIII Money: Marketers On Pace To Top $480M Spend 

By Barry Janoff

January 17, 2019: The average cost of a 30-second ad during Super Bowl LII last year on NBC climbed to a record $5.235 million, with overall spend totaling $482 million.

That was second all-time among Big Game broadcasts behind the $534 million spent during Super Bowl LI in 2017 on Fox — the first overtime game in Super Bowl history.

The way marketing is trending, brands led by Anheuser-Busch InBev, PepsiCo, Procter & Gamble and a bevy of car companies — spending an average of $5 million-plus for 30 seconds of airtime during Super Bowl LIII Feb. 3 on CBS — should give those numbers a run for their money, according to research and consulting firm Kantar Media, NY.

Kantar Media said an analysis of its exclusive data shows that the Super Bowl “remains the preeminent live television event.”

But viewers should expect to see some changes in advertiser strategies, including “experimenting with shorter ad lengths and leveraging social media to get the most from their campaigns.”

The average rate for a 30-second ad during the Super Bowl increased by 96% over the past decade, from $261 million during Super Bowl XLIII on NBC in 2009 to the record $534 million in 2017.

By comparison, during that same period average prime time ad rates fell by 12%.

"The average rate for a 30-second ad during the Super Bowl national broadcast increased by 96% over the past decade."

“(That indicates) the enduring appeal of the Super Bowl — it’s the most expensive commercial time on TV by far,” said Kantar Media.

The nearest contenders in 2018 were the NFC Championship Game at $3.15 million and the Academy Awards at $2.07 million.

In 2018, marketers spent $408 million for in-game messages and $74 million for pre- and post-game ads for a total investment of $482 million.

The record set during Super Bowl LI had in-game ad spending of $419 million and pre- and post-game spend of $115 million, impacted by the New England Patriot’s 34-28 overtime win against the Atlanta Falcons, which led led to additional commercial airings and revenue.

By comparison, marketers during Super Bowl 50 on CBS in 2016 spent $445 million ($370 million in-game, $75 million pre- and post-game), $416 million during Super Bowl XLIX in 2015 (NBC, $345 million/$71 million), and topped the $400 million mark for the first time during Super Bowl XLVIII in 2014 at $431 million (Fox, $332 million/$99 million).

According to Kantar Media, the Super Bowl now contains 20% more commercial time than a regular season NFL game. "And the gap has been creeping upward over the past decade."

In 2008  Super Bowl XLII on Fox contained about three more minutes of ad time than a regular season game.

In 2018, the comparable difference was exactly nine minutes.

During Super Bowl LII last year, 86 spots accounted for 51 minutes, 20 seconds of air time between kickoff and the final whistle.

That was the third most total air time, behind Super Bowl XLVII (2013) at 51:40 and Super Bowl LI (2017) at 51:30.

However, Super Bowl XLIV in 2010 holds the record with 104 spots, followed by the 102 in 2017.

Anheuser-Busch, which has national broadcast exclusivity in the category, will be the leader of the pack during Super Bowl LIII, clocking in with more than five-and-a-half minutes for brands including Bud, Bud Light, Michelob Light, Stella Artois and Bon & Viv Spiked Seltzer.

The brewer will support with digital, social media, and activation in Atlanta and host Mercedes-Benz Stadium, as well as the first Bud Light Super Bowl Music Fest, being held in State Farm Arena.

Anheuser-Busch InBev and Fiat Chrysler tied as the largest advertisers in 2018, each spending $42 million.

Anheuser-Busch has placed in the Top 2 of the annual rankings for at least 37 consecutive years.

The Top 5 spenders during Super Bowl LII also included Toyota $31 million), Amazon ($26 million) — which started advertising during the Super Bowl in 2016 and reached the Top Five for the first time — and Procter & Gamble ($21 million).

The Top 5 during Super Bowl LI were Anheuser-Busch ($35 million), Deutsch Telekom ($30 million), P&G ($25 million), Fiat Chrysler ($20 million) and 21st Century Fox ($15 million).

Auto manufacturers have had the largest footprint every year since 2011.

Last year six auto makers ran ads and accounted for 23% of all expenditures, a combined total of $94.2 million.

That was up from 2017, when seven auto makers spend $70.7 million, but down from 2014, when 11 auto companies spent $113.4 million.

Top categories also include food and Hollywood.

Promos for the network broadcasting the game also run high, typically accounting for about 15% of total ad time and 25-30% of all spots in the game, according to Kantar Media.

Even with the money spent on advertising during the Super Bowl, the NFL’s Big Game meets its match with the Olympics, broadcast on NBC.

During the 2014 Winter Games, 18 companies spent $977 million over two weeks; and in 2018, 17 companies spend $961 million.

The big spend comes during the Summer Games: In 2016, 17 companies spend $1.965 billion.

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