Major League Baseball is the oldest professional sports league in the United States. It has a 162-game regular season schedule and a postseason tournament culminating in the World Series. In 2013, MLB saw 74 million spectators, the highest attendance of any professional sports league worldwide. MLB aims its marketing primarily at males aged 18-49 and uses various digital platforms like MLB.com and social media to engage fans. The average value of MLB teams has reached a record high of $1.2 billion, with 15 teams now worth over $1 billion. Teams employ various metrics and surveys to measure fan engagement and satisfaction levels.
The Chicago Bulls basketball franchise has found great success based in Chicago, Illinois. They have won 6 NBA championships, own the highest average home attendance in the league at over 21,000 fans per game, and are valued at $2 billion. Though they face threats from other sports teams in Chicago competing for fans, the Bulls have numerous strengths like their star players, loyal fan base, and community outreach programs. Their marketing utilizes various promotions, partnerships, and digital platforms to engage fans and maximize revenue.
Business pitch deck I designed a couple years back. Went for a textural feel with some simple and clean typography.
Keep in mind the copy was dictated by sales, and therefore is much heavier than I would have chose.
The document provides information about advertising opportunities across NASCAR's three racing series - Sprint Cup, Xfinity, and Camping World Truck Series. It summarizes the audiences for each series, with Sprint Cup showcasing top drivers in major races, Xfinity featuring modified pickup trucks and committed fans, and Camping World Truck Series acting as a proving ground for future Sprint Cup stars. Demographic information is also given, showing that the typical NASCAR fan is middle-aged, married, and has some college education. On-air advertising opportunities are outlined for the 2016 season races.
The document discusses the booming Latin American gaming market and how to monetize and retain gamers in the region. It notes that Latin America has a young population that is highly engaged with social media and mobile gaming. However, the challenges of the Latin American market differ from developed markets. To succeed, companies must localize their games, understand the gaming communities, leverage social networks creatively, and experiment with new monetization strategies given the lower average revenue per user. The key is to get close to Latin American gamers and find localized ways to approach and retain them.
MIT Sloan Sports Analytics Conference Leah Raphael
The document summarizes notes from several presentations at the 2016 MIT Sloan Sports Analytics Conference. The first presentation discusses Moneyball and how it led to an increased focus on analytics and player development in baseball. Subsequent presentations discuss optimizing the fan experience through analytics, using sponsorship data to improve partnerships, analytics applications for media and fans, and strategies for enhancing fan engagement through technology and social media. The last part focuses on the evolution of sports ownership and the Dunkin' Donuts and New England Patriots partnership.
The document is a 2014-2015 marketing plan for the Los Angeles Lakers. It outlines goals of associating a championship aura with the organization, providing fans a world-class game day experience, leveraging star talent to grow the game, and building relationships within the LA community. It discusses demographics of LA, and details various ticket package options targeting different fan segments, like season tickets, division games, conference games, and a kids Sunday package. Benefits for ticket packages include merchandise, events, and priority seating to retain fans and drive sales.
Major League Baseball is the oldest professional sports league in the United States. It has a 162-game regular season schedule and a postseason tournament culminating in the World Series. In 2013, MLB saw 74 million spectators, the highest attendance of any professional sports league worldwide. MLB aims its marketing primarily at males aged 18-49 and uses various digital platforms like MLB.com and social media to engage fans. The average value of MLB teams has reached a record high of $1.2 billion, with 15 teams now worth over $1 billion. Teams employ various metrics and surveys to measure fan engagement and satisfaction levels.
The Chicago Bulls basketball franchise has found great success based in Chicago, Illinois. They have won 6 NBA championships, own the highest average home attendance in the league at over 21,000 fans per game, and are valued at $2 billion. Though they face threats from other sports teams in Chicago competing for fans, the Bulls have numerous strengths like their star players, loyal fan base, and community outreach programs. Their marketing utilizes various promotions, partnerships, and digital platforms to engage fans and maximize revenue.
Business pitch deck I designed a couple years back. Went for a textural feel with some simple and clean typography.
Keep in mind the copy was dictated by sales, and therefore is much heavier than I would have chose.
The document provides information about advertising opportunities across NASCAR's three racing series - Sprint Cup, Xfinity, and Camping World Truck Series. It summarizes the audiences for each series, with Sprint Cup showcasing top drivers in major races, Xfinity featuring modified pickup trucks and committed fans, and Camping World Truck Series acting as a proving ground for future Sprint Cup stars. Demographic information is also given, showing that the typical NASCAR fan is middle-aged, married, and has some college education. On-air advertising opportunities are outlined for the 2016 season races.
The document discusses the booming Latin American gaming market and how to monetize and retain gamers in the region. It notes that Latin America has a young population that is highly engaged with social media and mobile gaming. However, the challenges of the Latin American market differ from developed markets. To succeed, companies must localize their games, understand the gaming communities, leverage social networks creatively, and experiment with new monetization strategies given the lower average revenue per user. The key is to get close to Latin American gamers and find localized ways to approach and retain them.
MIT Sloan Sports Analytics Conference Leah Raphael
The document summarizes notes from several presentations at the 2016 MIT Sloan Sports Analytics Conference. The first presentation discusses Moneyball and how it led to an increased focus on analytics and player development in baseball. Subsequent presentations discuss optimizing the fan experience through analytics, using sponsorship data to improve partnerships, analytics applications for media and fans, and strategies for enhancing fan engagement through technology and social media. The last part focuses on the evolution of sports ownership and the Dunkin' Donuts and New England Patriots partnership.
The document is a 2014-2015 marketing plan for the Los Angeles Lakers. It outlines goals of associating a championship aura with the organization, providing fans a world-class game day experience, leveraging star talent to grow the game, and building relationships within the LA community. It discusses demographics of LA, and details various ticket package options targeting different fan segments, like season tickets, division games, conference games, and a kids Sunday package. Benefits for ticket packages include merchandise, events, and priority seating to retain fans and drive sales.
Donald Trump won the 2016 US presidential election by narrow margins in key battleground states like Michigan, Pennsylvania, and Wisconsin. His digital director, Brad Parscale, correctly predicted this result based on analytics of early and absentee voting data that showed Trump support in these states. Parscale targeted Facebook ads and "dark posts" toward specific voter demographics, like African American men and Bernie Sanders supporters, with messages aimed at depressing turnout for Hillary Clinton. While Clinton had a large advantage in overall social media followers, Trump's campaign used digital expertise and analytics to more effectively engage and influence key voter groups through targeted messaging, helping him win the election.
Social Gaming review as presented at SMX Melbourne 2011 by Jeff Ferguson, CEO & Legal Consultant of Fang Digital Marketing (www.FangDigital.com).
Data provided by a variety of sources, too numerous to mention and for which I am definitely not taking credit for at all (this is just a review).
Digital metrics such as social media conversations, online search behavior, and website visits can act as leading indicators of future sales and brand equity. Case studies show these digital metrics preceded sales increases in product categories like automobiles, consumer packaged goods, and gaming. However, fully understanding the relationship between digital and sales requires accounting for category characteristics and data reporting differences. Marketers are exploring how consistency in brand love scores from social media and state dependence behavior can predict brand performance over time.
The 2013 marketing strategy for a Philadelphia Eagles team with a losing record focuses on improving the game day experience and social media campaigns to increase fan engagement and ticket sales. The strategy centers around the slogan "We'll Watch our Eagles Fly" and uses Twitter, Facebook, a mobile app, and web advertisements to promote new stadium experiences, contests, and a grand prize of lifetime season tickets. The $1 million budget supports social media, mobile development, web marketing, prizes, and is expected to solidify the Eagles fan base during difficult times.
This document provides guidance on writing a field plan to target voter outreach for a campaign. It discusses setting vote goals by calculating projected turnout and win numbers. It also covers targeting strategies like focusing efforts geographically on swing areas and by voter history. The document provides formulas and worksheets to help campaigns analyze voter data and priorities to develop an effective field organization and voter contact plan.
Would you like to know exactly how many votes it\'s going to take to win in November? Where and when to deploy the limited volunteer and financial resources so that they have the greatest impact? DFA will be covering all this and much more in this hour long online training program. Click the link above to sign up and learn how to listen to the live presentation online or over the telephone.
This document summarizes a training session on developing a field plan for a political campaign. It discusses setting goals and targeting strategies, outlines various voter contact tactics like canvassing, phone banking, mailers and paid media, and how to develop timelines and benchmarks to measure progress. Key tactics covered include in-person canvassing, phone banking, direct mail pieces, and yard signs. The session emphasizes starting with the election date and working backwards to develop a timeline, and setting metrics to evaluate if the campaign is on track to meet its goals.
Would you like to know exactly how many votes it's going to take to win in November? Where and when to deploy the limited volunteer and financial resources so that they have the greatest impact? DFA will be covering all this and much more in this hour long online training program. Click the link above to sign up and learn how to listen to the live presentation online or over the telephone.
The Cleveland Designated Market Area (DMA) is one of the top 20 markets in the U.S. Learn about the demographics of the DMA and how The Plain Dealer, cleveland.com and Sun News reach them with our infographic
WOW! is a cable company providing internet, phone, and television services to upper-income subscribers. WOW! subscribers are more educated and wealthier than the average population, with 31% holding a bachelor's degree or higher, 50% more likely to earn over $500k annually, and 20% more likely to have a household income over $75k. WOW! consistently ranks highest in customer satisfaction surveys for its television services in the North Central region.
The document lists the top 50 U.S. designated market areas (DMAs) by population, breaking them into four groups:
- The top 3 DMAs are New York, Los Angeles, and Chicago.
- DMAs 4-10 include major cities like Philadelphia, San Francisco, Dallas, and Boston.
- DMAs 11-20 cover Phoenix, Seattle, Detroit, and others.
- DMAs 21-50 and 51+ cover smaller population centers.
The document discusses integrating online marketing into local marketing strategies. It provides an overview of digital marketing opportunities for local businesses, including search, display ads, mobile, and social media. It emphasizes the importance of analytics, testing, and optimizing campaigns based on data. Local case studies demonstrate how businesses can build awareness, generate leads, and increase retention through integrated online and offline efforts.
Cable television has seen significant growth since the 1990s. In 1990, ABC, NBC and CBS had a 53% viewership share while ad-supported cable had 19%. By 2008, the broadcast networks' share had dropped to 20% while cable's share increased to 50%. Cable networks now provide high quality, award-winning content that attracts large audiences, such as Monday Night Football drawing over 21 million viewers. Cable allows for targeted advertising to specific demographic groups across a variety of networks and zones.
The document provides an overview of social media and its importance for positively promoting Cleveland. It discusses how social media spending will surpass traditional marketing by 2012 and how communications have changed with new sources of information and influence. Guidelines are presented for an effective social media strategy that involves listening, engaging appropriately, monitoring and measuring results. Case studies show how social media can increase awareness, sales and online presence.
This document summarizes how analytics can be applied to different sports. It discusses how revenue drives decisions in sports and how analytics can help evaluate personnel, coaching strategies, and performance at both the individual and team level. It provides examples of how analytics approaches work in baseball, football, basketball and soccer. Key metrics are discussed like expected points, QBR, and evaluating factors that influence things like sacks and quarterback play. The document emphasizes that analytics can provide an independent perspective to evaluate in-game decisions and strategies.
Time Warner Cable's (TWC) business overview document provides information on the company's operations and financial performance. Key points include:
- TWC relies heavily on retail customers who purchase bundled internet, TV, and phone services or who access content online.
- The company comprises video, internet, phone, and publishing services and is restructuring customer service and billing to reduce churn.
- TWC's revenue per customer is lower than industry averages, and competitors introducing new technologies increase costs.
- Major tools and technologies used by TWC include Microsoft Office, Nielsen ratings software, web analytics, marketing research tools, and content delivery networks.
This document provides an overview of the sports television marketplace and opportunities for brands to partner with Home Team Sports (HTS). It shows that live sports viewership remains strong compared to other programming. HTS offers national reach through regional sports networks and extensive coverage of major sports leagues. Brands are able to connect with passionate, loyal fans through HTS's multi-platform offerings including in-game commercials, digital banners, in-arena signage, and custom content. Pricing examples are given for season-long sponsorships of MLB instant replay reviews and soccer games to showcase the options available to partners.
This document provides an overview of the sports media landscape and opportunities for brands through Home Team Sports (HTS). It shows that live sports viewership remains strong compared to other live and time-shifted viewing. HTS has regional networks in many markets, reaching millions of households, and distributes game and highlight content digitally. The summary highlights that HTS programming delivers young male viewers who are highly engaged. Brand partnerships can include in-stadium, television, digital and social media placements. Pricing examples are given for MLB instant replay sponsorships and packages.
This document describes a company that provides social media audience data and insights. It has the largest social identity data set in the market from collecting public social data across networks for 7 years. It offers proprietary demographic and interest data on over 200 million social media users, including information on age, location, income, interests, brand and celebrity affinity. It allows clients to understand target audiences and make data-driven marketing, sales and development decisions.
Donald Trump won the 2016 US presidential election by narrow margins in key battleground states like Michigan, Pennsylvania, and Wisconsin. His digital director, Brad Parscale, correctly predicted this result based on analytics of early and absentee voting data that showed Trump support in these states. Parscale targeted Facebook ads and "dark posts" toward specific voter demographics, like African American men and Bernie Sanders supporters, with messages aimed at depressing turnout for Hillary Clinton. While Clinton had a large advantage in overall social media followers, Trump's campaign used digital expertise and analytics to more effectively engage and influence key voter groups through targeted messaging, helping him win the election.
Social Gaming review as presented at SMX Melbourne 2011 by Jeff Ferguson, CEO & Legal Consultant of Fang Digital Marketing (www.FangDigital.com).
Data provided by a variety of sources, too numerous to mention and for which I am definitely not taking credit for at all (this is just a review).
Digital metrics such as social media conversations, online search behavior, and website visits can act as leading indicators of future sales and brand equity. Case studies show these digital metrics preceded sales increases in product categories like automobiles, consumer packaged goods, and gaming. However, fully understanding the relationship between digital and sales requires accounting for category characteristics and data reporting differences. Marketers are exploring how consistency in brand love scores from social media and state dependence behavior can predict brand performance over time.
The 2013 marketing strategy for a Philadelphia Eagles team with a losing record focuses on improving the game day experience and social media campaigns to increase fan engagement and ticket sales. The strategy centers around the slogan "We'll Watch our Eagles Fly" and uses Twitter, Facebook, a mobile app, and web advertisements to promote new stadium experiences, contests, and a grand prize of lifetime season tickets. The $1 million budget supports social media, mobile development, web marketing, prizes, and is expected to solidify the Eagles fan base during difficult times.
This document provides guidance on writing a field plan to target voter outreach for a campaign. It discusses setting vote goals by calculating projected turnout and win numbers. It also covers targeting strategies like focusing efforts geographically on swing areas and by voter history. The document provides formulas and worksheets to help campaigns analyze voter data and priorities to develop an effective field organization and voter contact plan.
Would you like to know exactly how many votes it\'s going to take to win in November? Where and when to deploy the limited volunteer and financial resources so that they have the greatest impact? DFA will be covering all this and much more in this hour long online training program. Click the link above to sign up and learn how to listen to the live presentation online or over the telephone.
This document summarizes a training session on developing a field plan for a political campaign. It discusses setting goals and targeting strategies, outlines various voter contact tactics like canvassing, phone banking, mailers and paid media, and how to develop timelines and benchmarks to measure progress. Key tactics covered include in-person canvassing, phone banking, direct mail pieces, and yard signs. The session emphasizes starting with the election date and working backwards to develop a timeline, and setting metrics to evaluate if the campaign is on track to meet its goals.
Would you like to know exactly how many votes it's going to take to win in November? Where and when to deploy the limited volunteer and financial resources so that they have the greatest impact? DFA will be covering all this and much more in this hour long online training program. Click the link above to sign up and learn how to listen to the live presentation online or over the telephone.
The Cleveland Designated Market Area (DMA) is one of the top 20 markets in the U.S. Learn about the demographics of the DMA and how The Plain Dealer, cleveland.com and Sun News reach them with our infographic
WOW! is a cable company providing internet, phone, and television services to upper-income subscribers. WOW! subscribers are more educated and wealthier than the average population, with 31% holding a bachelor's degree or higher, 50% more likely to earn over $500k annually, and 20% more likely to have a household income over $75k. WOW! consistently ranks highest in customer satisfaction surveys for its television services in the North Central region.
The document lists the top 50 U.S. designated market areas (DMAs) by population, breaking them into four groups:
- The top 3 DMAs are New York, Los Angeles, and Chicago.
- DMAs 4-10 include major cities like Philadelphia, San Francisco, Dallas, and Boston.
- DMAs 11-20 cover Phoenix, Seattle, Detroit, and others.
- DMAs 21-50 and 51+ cover smaller population centers.
The document discusses integrating online marketing into local marketing strategies. It provides an overview of digital marketing opportunities for local businesses, including search, display ads, mobile, and social media. It emphasizes the importance of analytics, testing, and optimizing campaigns based on data. Local case studies demonstrate how businesses can build awareness, generate leads, and increase retention through integrated online and offline efforts.
Cable television has seen significant growth since the 1990s. In 1990, ABC, NBC and CBS had a 53% viewership share while ad-supported cable had 19%. By 2008, the broadcast networks' share had dropped to 20% while cable's share increased to 50%. Cable networks now provide high quality, award-winning content that attracts large audiences, such as Monday Night Football drawing over 21 million viewers. Cable allows for targeted advertising to specific demographic groups across a variety of networks and zones.
The document provides an overview of social media and its importance for positively promoting Cleveland. It discusses how social media spending will surpass traditional marketing by 2012 and how communications have changed with new sources of information and influence. Guidelines are presented for an effective social media strategy that involves listening, engaging appropriately, monitoring and measuring results. Case studies show how social media can increase awareness, sales and online presence.
This document summarizes how analytics can be applied to different sports. It discusses how revenue drives decisions in sports and how analytics can help evaluate personnel, coaching strategies, and performance at both the individual and team level. It provides examples of how analytics approaches work in baseball, football, basketball and soccer. Key metrics are discussed like expected points, QBR, and evaluating factors that influence things like sacks and quarterback play. The document emphasizes that analytics can provide an independent perspective to evaluate in-game decisions and strategies.
Time Warner Cable's (TWC) business overview document provides information on the company's operations and financial performance. Key points include:
- TWC relies heavily on retail customers who purchase bundled internet, TV, and phone services or who access content online.
- The company comprises video, internet, phone, and publishing services and is restructuring customer service and billing to reduce churn.
- TWC's revenue per customer is lower than industry averages, and competitors introducing new technologies increase costs.
- Major tools and technologies used by TWC include Microsoft Office, Nielsen ratings software, web analytics, marketing research tools, and content delivery networks.
This document provides an overview of the sports television marketplace and opportunities for brands to partner with Home Team Sports (HTS). It shows that live sports viewership remains strong compared to other programming. HTS offers national reach through regional sports networks and extensive coverage of major sports leagues. Brands are able to connect with passionate, loyal fans through HTS's multi-platform offerings including in-game commercials, digital banners, in-arena signage, and custom content. Pricing examples are given for season-long sponsorships of MLB instant replay reviews and soccer games to showcase the options available to partners.
This document provides an overview of the sports media landscape and opportunities for brands through Home Team Sports (HTS). It shows that live sports viewership remains strong compared to other live and time-shifted viewing. HTS has regional networks in many markets, reaching millions of households, and distributes game and highlight content digitally. The summary highlights that HTS programming delivers young male viewers who are highly engaged. Brand partnerships can include in-stadium, television, digital and social media placements. Pricing examples are given for MLB instant replay sponsorships and packages.
This document describes a company that provides social media audience data and insights. It has the largest social identity data set in the market from collecting public social data across networks for 7 years. It offers proprietary demographic and interest data on over 200 million social media users, including information on age, location, income, interests, brand and celebrity affinity. It allows clients to understand target audiences and make data-driven marketing, sales and development decisions.
Not All Data Is Created Equal: Using Self-Declared Insights to Drive Targetin...MediaPost
Data took center stage in the 2016 election cycle as questions and concerns about data-driven targeting became a focal point. With the abundance of data available today, political strategists need to know what information is best for reaching voters at scale. At Fluent, we believe that the most powerful insights are derived from the voters themselves. In today’s session, attendees will learn about how our unique data assets can help them not only target voters but also engage and mobilize them.
Networked Insights Super Bowl XLVIII Brand and Advertising AnalysisNetworked Insights
Networked Insights analyzed over 25 million conversations from social media during Super Bowl XLVIII to provide post-game insights. Their analysis identified the top 10 most popular Super Bowl advertisers based on conversation volume and sentiment, including thematic analysis of top ads. It also ranked the most discussed players, celebrities, and best performing advertisers by key audiences and categories. The methodology used real-time data analysis technologies to segment conversations and understand what messages resonated most with consumers.
After Campaign 2016, Can Consumer Advertisers Learn Anything From Political C...MediaPost
Possible lessons from the campaign trail will be explored by Will Feltus, SVP for media research at National Media, the Alexandria, Virginia media agency that has handled national television planning and placement for the last three successful Republican presidential campaigns. The rare agency executive who manages both consumer and political accounts, Feltus argues that consumer and political marketing are very different. But once those differences are understood, Feltus believes both consumer and political advertisers can learn from one another.
This document discusses how Nielsen's fan segmentation can be used to drive ticket sales by better understanding fans. It provides an example of how the Houston Dynamo used fan segmentation to increase ticket sales and improve marketing ROI. The Dynamo identified their best fan segments, like Wealthy Families, then described their interests, media habits, purchases and demographics to better target marketing. This resulted in selling out high-end season tickets and improving marketing efficiency.
This document summarizes the partnership between Westwood One, a major radio network, and Toyota to communicate Toyota's messaging to consumers. Some key points:
- Westwood One reaches over 190 million Americans weekly through radio programming, allowing them to deliver Toyota's messages at scale.
- They provide both national programming as well as local content tailored to specific markets, helping Toyota speak to consumers throughout their daily lives.
- Integration opportunities exist within Westwood One's portfolio of popular brands like sports, news, and entertainment programming to embed Toyota messaging within valued content.
- Additional activation avenues include events, traffic and weather sponsorships, digital platforms, and in-store radio networks to reach consumers across multiple touch
The document discusses using Nielsen fan segmentation to increase ticket sales for sports teams. It describes segmenting fans using the PRIZM model to understand which groups have the highest propensity to purchase tickets. For a case study on the Houston Dynamo soccer team, Nielsen conducted research to identify buyer segments, then targeted their marketing and media buys to wealthy families with kids who love soccer. This approach improved marketing efficiency and resulted in sold out high-end season ticket packages and increased single ticket and suite sales.
This document outlines an IMC campaign for Fox Sports West & Prime Ticket regional sports networks. It analyzes the target markets of young and adult millennials, sets communication objectives to increase network ratings and social engagement, and develops a media plan with TV, radio, print, outdoor, and social media tactics to promote the networks and encourage fan engagement throughout the month of April. The goal is to position the networks as the exclusive homes for over 350 local team games per year.
Not that the world needs another presentation on social media, but am posting this overview given to the Masters in Sports Management program at the University of Northern Denmark nonetheless. It provides an overview of the growth of social platforms, the impact this has had on the traditional sports media landscape, the imperative for teams and leagues to change to match the tastes of the next generation of sports consumers, and what sports properties must consider when developing a social media strategy.
2015 EHF Club Management Seminar, Cologne: The Digital FanFRH
O segmentare a publicului din punct de vedere al consumului de sport. Numele segmentelor identificate vorbesc de la sine: Connection, Trend positive, Game expert, Armchair, Busy, Cynic, Disengaged.
Prezentare tinuta de Stephan Schröder.
Octagon & Hawthorn FC Case Study - CheckinLineCheckinLine
A case study overview of the Octagon and Hawthorn FC CheckinLine campaign, run in July 2013.
Demonstrates how CheckinLine can engage, profile and monetize social media fans for Sports Teams and their Sponsors.
The document discusses strategies for the Brooklyn Nets to develop their local audience on social media, particularly Twitter. It analyzes the Nets' Twitter presence in comparison to other NBA teams like the Lakers and Knicks. The analysis finds that Nets fans on Twitter are mostly young, local to New York or New Jersey, and demographically aligned with the team's interests. However, the Nets' current social media strategy is unfocused. The recommendations suggest the Nets better engage and cultivate fans on Twitter by leveraging influencers, analyzing tweet sentiment and content, and conveying the excitement of games.
TC Media_Quick Digital Overview Presentation _ENEvan Bolsby
This document summarizes TC Media's digital advertising network in Canada. It highlights that TC Media has the largest promotional content network and local consumer data in Canada. The network includes over 300 exclusive local community and shopping sites, 400 location-based mobile apps, and access to consumer data segments. TC Media can help advertisers with targeted ad campaigns, audience segmentation, and campaign analytics to maximize ROI. The document shows TC Media typically achieves higher than average click-through and interaction rates for advertisers.
The document summarizes research on how early announcement of Super Bowl ads affects post-game discussion. It finds that earlier announcements correlate with higher post-game media coverage and discussion. Specifically, Doritos' multi-month campaign in 2007 made it the top discussed advertiser both before and after the game, while Godaddy's CEO claimed pre-game promotion was unnecessary despite evidence it increased coverage five-fold.
This document discusses a partnership between Burger King and the NCAA for their March Madness basketball tournament. It highlights how the two brands are a good fit due to their shared large, engaged fan bases and social media reach. Burger King's marketing campaign for March Madness included custom TV spots, a bracket promotion, on-site fan activations at games, and jumbotron promotions. The goal was to integrate the Burger King brand into the tournament experience and conversations in an organic way.
Big data—that ever-expanding universe of digital influencers and exploding number of social media conversations—can be a big brand-building opportunity for PR professionals, but only if you have the know-how and technology to use it to your advantage.
Join Cision’s Heidi Sullivan and Dave Lundstrom for a complimentary webinar that explores the basics of big data and how to leverage it to positively impact your brand.
4. 4
REACH 70MM+ FANS IN THEIR SEATS AND SUITES
AND IN HIGH TRAFFIC AREAS LIKE THE
CONCOURSE, BARS AND LOUNGES, AND AT
CONCESSIONS STANDS
• Provides access to 20,000+
concourse screens across the top
MLB, NHL, NBA, and NFL
stadiums in every market
• Delivers Nielsen measured fan
engagement
• Customizable by sport, market,
and flight
5. 5
#1 in Sports Video in the US
• Leader in digital sports content
• 29.7MM video uniques monthly and
• 200MM+ video streams
Highlights run across 450+ of the most prominent
websites in the country including: NY Times, LA
Times, Chicago Tribune, Philadelphia Inquirer
Customizable
• Sport (MLB, NHL, NBA, NFL)
• National/multi-market
• Demo
• Day-part
Source: ComScore
14. 14
Expansive quantitative study conducted by
Analytics Media Group and Deep Root Analytics
Individual-level voter profiles built by crossing
Nielsen viewer data with national voter database
Conducted summer–fall 2015
7,547 phone survey respondents
3,000 online survey respondents
8 markets: Boston, Cincinnati, Cleveland, Columbus,
Dallas, Denver, Orlando, Tampa
14
15. 15
Source: Analytics Media Group and Deep Root Analytics 2015 Audience and Viewership Study
VS. LOCAL NEWS AND NATIONAL SPORTS
EFFICIENCY
HTS viewers are more likely to be UNDECIDED VOTERS
HTS viewers are more likely to be TURNOUT TARGETS (25 –75% likelihood to vote)
HTS has the overall strongest custom ratings among VIEWER-VOTERS UNDER 55
HTS has strong UNIQUE REACH among registered voters
EFFECTIVENESS
HTS has THE MOST VALUABLE ADVERTISING ENVIRONMENT
for driving campaign results
1
16. 16
HTS VIEWERS ARE MORE LIKELY TO BE UNDECIDED VOTERS THAN LOCAL
NEWS AND NATIONAL SPORTS VIEWERS IN ALMOST EVERY MARKET TESTED
Boston Red Sox 1.55X 5.38X
Boston Celtics 0.48X 2.55X
Boston Bruins 1.73X 7.58X
Cincinnati Reds 1.74X 5.39X
Cleveland Cavaliers 1.07X 1.45X
Columbus Blue Jackets 2.85X 6.99X
Texas Rangers 1.31X 6.58X
Dallas Mavericks 1.09X 1.04X
Dallas Stars 2.18X 9.67X
Colorado Rockies 1.54X 3.82X
Denver Nuggets 1.09X 0.9X
Colorado Avalanche 2.22X 4.42X
Orlando Magic 0.67X 0.61X
Tampa Bay Rays 1.27X 5.29X
Tampa Bay Lightning 1.46X 2.67X
TEAM vs. Local News vs. National Sports
Source: Analytics Media Group and Deep Root Analytics 2015 Audience and Viewership Study
17. 17
HTS VIEWERS ARE OVERWHELMINGLY MORE LIKELY TO BE TURNOUT
TARGETS THAN LOCAL NEWS OR NATIONAL SPORTS VIEWERS
Boston Red Sox 1.38X 4.83X
Boston Celtics 1.91X 2.86X
Boston Bruins 1.46X 3.01X
Cincinnati Reds 1.82X 5.37X
Cleveland Cavaliers 2.55X 3.24X
Columbus Blue Jackets 2.27X 6.20X
Texas Rangers 1.19X 4.31X
Dallas Mavericks 1.02X 2.47X
Dallas Stars 1.32X 7.25X
Colorado Rockies 1.37X 2.14X
Denver Nuggets 2.07X 1.01X
Colorado Avalanche 2.08X 2.91X
Orlando Magic 1.55X 0.54X
Tampa Bay Rays 1.53X 4.44X
Tampa Bay Lightning 1.85X 1.99X
TEAM vs. Local News vs. National Sports
Source: Analytics Media Group and Deep Root Analytics 2015 Audience and Viewership Study
18. 18
AMG + DEEP ROOT SURVEYED RESPONDENTS FROM THEIR PROPRIETARY
VOTER DATABASE, AND MODELED WITH NIELSEN VIEWERSHIP DATA,
TO CALCULATE HTS CUSTOM RATINGS FOR KEY VOTER CATEGORIES
SAMPLE: CUSTOM
RATING CALCULATION
# of Registered
Voters Viewing
Registered Voter
Viewer Universe
Registered
Voter Rating
=
STANDARD
RATING CALCULATION
# of HHs Viewing
TV HH Universe
HH Rating=
Source: Analytics Media Group and Deep Root Analytics 2015 Audience and Viewership Study
19. 19
VS. LOCAL NEWS AND NATIONAL SPORTS
Custom ratings have shown that HTS has the overall strongest ratings
among viewer-voters under 55 within the following key voter categories:
REGISTERED VOTERS
UNDECIDED VOTERS
TURNOUT TARGETS
LIKELY VOTERS
19
Source: Analytics Media Group and Deep Root Analytics 2015 Audience and Viewership Study
20. 20
Source: Analytics Media Group and Deep Root Analytics 2015 Audience and Viewership Study
IN THE MEN 35+ DEMO:
VS. LOCAL NEWS
HTS viewers are more likely to be REGISTERED VOTERS
HTS viewers are more likely to be UNDECIDED VOTERS
HTS viewers are more likely to be TURNOUT TARGETS
HTS viewers are more likely to be LIKELY VOTERS
2
21. 21
28%
38%
5%
HOME TEAM
SPORTS
LOCAL
NEWS
NATIONAL
SPORTS
HTS has greater UNIQUE REACH
than national sports and compares
well against local news
Typical viewers are NOT typical
local news or national sports viewers
Only way to reach
LOCAL SPORTS VIEWERS
is advertising with HTS
HTS UNIQUE REACH
AMONG REGISTERED VOTERS
Note: Data relates to MLB viewers for Home Team Sports, Local News, and National Sports
Source: Analytics Media Group and Deep Root Analytics 2015 Audience and Viewership Study
22. 22
Source: Analytics Media Group and Deep Root Analytics 2015 Audience and Viewership Study
Viewers are more than
TWICE as likely to
vote for a candidate they
see advertised in a home
team game vs. one they
see in a local news
telecast
2
23. 23
HTS vs. LOCAL NEWS VIEWERS
1.8X more likely to
remember candidate
or issue ads
REMEMBER
HTS vs. NATIONAL SPORTS VIEWERS
1.9X more likely to
remember candidate
or issue ads
REMEMBER
23
Source: Analytics Media Group and Deep Root Analytics 2015 Audience and Viewership Study
24. 24
REMEMBER
REMEMBER
TRUST
TRUST
HTS vs. LOCAL NEWS VIEWERS
HTS vs. NATIONAL SPORTS VIEWERS
1.8X more likely to
remember candidate
or issue ads
1.9X more likely to
remember candidate
or issue ads
2.5X more likely to
trust candidate
or issue ads
3.1X more likely to
trust candidate
or issue ads
24
Source: Analytics Media Group and Deep Root Analytics 2015 Audience and Viewership Study
25. 25
REMEMBER
REMEMBER
TRUST
TRUST
HTS vs. LOCAL NEWS VIEWERS
HTS vs. NATIONAL SPORTS VIEWERS
1.8X more likely to
remember candidate
or issue ads
1.9X more likely to
remember candidate
or issue ads
2.5X more likely to
trust candidate
or issue ads
3.1X more likely to
trust candidate
or issue ads
VOTE
VOTE
2.0X more likely to
vote for candidate or
issue seen in ads
2.9X more likely to
vote for candidate or
issue seen in ads
25
Source: Analytics Media Group and Deep Root Analytics 2015 Audience and Viewership Study
26. 26
EXCLUSIVE REPRESENTATION OF
STEPHEN ULLMAN
SJU@PoliticalMarketingandMedia.com
Stephen.Ullman@Foxsports.net
O: 212-656-0607 M: 212-729-7849
KRISTIN LONG
KL@PoliticalMarketingandMedia.com
M: 609-602-0145
Editor's Notes
Exclusive nationwide representative
Original Text:
Run commercial spots during live events throughout stadiums and arenas.
-Provides access to concourse screens across the top MLB, NHL NBA and NFL stadiums in every market.
-Delivers Nielsen measured fan engagement
-Customizable by sport, market, and flight
-reach fans in their seats and suites and in high traffic areas like the concourse, bars and lounges, and at concession stands.
NY Times, LA Times, Chicago Tribune, Phila. Inquirer, Dallas morning News & Boston.com
Expansive quantitative study conducted byAnalytics Media Group and Deep Root Analytics
Individual-level voter profiles built by crossingNielsen viewer data with national voter database
Conducted summer–fall 2015
7,547 phone survey respondents
3,000 online survey respondents
8 markets: Boston, Cincinnati, Cleveland, Columbus, Dallas, Denver, Orlando, Tampa