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.
Seminar will outline the size, scope and reach of casual gaming worldwide as well as the role casual games play in people’s lives. We will lead a conversation on the benefits of integrating gaming into your marketing or content strategy and briefly discuss Exent’s long history in this market. We will then review the various ways site owners and marketers have “Gamified” themselves including, but not limited to, Advergaming, content plays, advertising programs, and social gaming. We will end with a look at the future of gaming and its implications.
Mobile Esports and the Rise of the Competitive Indie Game | Ryan ChaplyJessica Tams
Delivered at Casual Connect Europe 2017. Last year, the Vainglory World Championship debuted as the first esport to take over the iconic TCL Chinese Theater in Hollywood. Join Ryan Chaply, Esports Program Manager at Twitch, as he recounts the journey between Twitch and Super Evil Megacorp in creating Evil Eight and the first Vainglory World Championship, with lessons for mobile and indie developers about maintaining a healthy, scalable esports ecosystem.
Content Marketing World 2011
“Rise of the SuperFans: Growing TV Audience by Empowering Digital Communities”
Josh Richman, Vice President of Marketing, WGN America
Keith Blanchard, Creative Director, Story Worldwide
“Involve the fans” is the sine qua non of digital marketing today. But to date, these participation opportunities have been strictly limited. What happens if you let brand advocates all the way into the tent? Josh Richman, VP of Marketing for WGN America, Tribune Broadcasting’s national cable network, and Keith Blanchard, executive creative director of Story Worldwide, show how you can drive offline behavior through digital by involving advocates materially in the creation of content, and curating the digital communities that form around it.
This session will show you how managing digital communities can generate productive offline behavior while lowering traditional ad spend. Today, WGNA features “Superfans” in TV spots, tweeters show up in crawls during shows, and fans program the lineup for episode marathons. In exchange, WGNA has been able to leverage each show’s existing online fan base to drive audience, positioning WGNA well for the long-term transition from lean-back-TV to online-interactive experience.
Kings of Convenience - What Walmart Tells Us About the Future ofBen Cousins
Can we expect as cataclysmic a power-shift in our industry as the US retail business experienced in the last century? This presentation uses the historical analogy of the rise of the supermarket in the post-automobile world to inform us about a possible future of the games industry. How did the technological revolution of the motor car create an increase in convenience and a reduction of the quality of the shopping experience for the average American, and how did that shift change the retail landscape in the US? How can we apply this and similar technology-driven business revolutions to our own rapidly changing industry as we react to the technological revolution of the internet?
Seminar will outline the size, scope and reach of casual gaming worldwide as well as the role casual games play in people’s lives. We will lead a conversation on the benefits of integrating gaming into your marketing or content strategy and briefly discuss Exent’s long history in this market. We will then review the various ways site owners and marketers have “Gamified” themselves including, but not limited to, Advergaming, content plays, advertising programs, and social gaming. We will end with a look at the future of gaming and its implications.
Mobile Esports and the Rise of the Competitive Indie Game | Ryan ChaplyJessica Tams
Delivered at Casual Connect Europe 2017. Last year, the Vainglory World Championship debuted as the first esport to take over the iconic TCL Chinese Theater in Hollywood. Join Ryan Chaply, Esports Program Manager at Twitch, as he recounts the journey between Twitch and Super Evil Megacorp in creating Evil Eight and the first Vainglory World Championship, with lessons for mobile and indie developers about maintaining a healthy, scalable esports ecosystem.
Content Marketing World 2011
“Rise of the SuperFans: Growing TV Audience by Empowering Digital Communities”
Josh Richman, Vice President of Marketing, WGN America
Keith Blanchard, Creative Director, Story Worldwide
“Involve the fans” is the sine qua non of digital marketing today. But to date, these participation opportunities have been strictly limited. What happens if you let brand advocates all the way into the tent? Josh Richman, VP of Marketing for WGN America, Tribune Broadcasting’s national cable network, and Keith Blanchard, executive creative director of Story Worldwide, show how you can drive offline behavior through digital by involving advocates materially in the creation of content, and curating the digital communities that form around it.
This session will show you how managing digital communities can generate productive offline behavior while lowering traditional ad spend. Today, WGNA features “Superfans” in TV spots, tweeters show up in crawls during shows, and fans program the lineup for episode marathons. In exchange, WGNA has been able to leverage each show’s existing online fan base to drive audience, positioning WGNA well for the long-term transition from lean-back-TV to online-interactive experience.
Kings of Convenience - What Walmart Tells Us About the Future ofBen Cousins
Can we expect as cataclysmic a power-shift in our industry as the US retail business experienced in the last century? This presentation uses the historical analogy of the rise of the supermarket in the post-automobile world to inform us about a possible future of the games industry. How did the technological revolution of the motor car create an increase in convenience and a reduction of the quality of the shopping experience for the average American, and how did that shift change the retail landscape in the US? How can we apply this and similar technology-driven business revolutions to our own rapidly changing industry as we react to the technological revolution of the internet?
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An Industry of Opportunity!
Unsurprisingly, 95% of worldwide gamers described themselves as passionate about gaming. But even among the general population,50% describe themselves the same way. Gaming’s position as an established mainstream entertainment is undeniable, and one in which participants are actively passionate, rather than passive consumers.
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Detailed media deck that our team created and presented to Dish Network to reach 42,000 new orders and increase Dish's overall market share. After researching, we crafted a campaign to target sports fans. I researched our target audience and TV/Online Video. I also wrote the Executive Summary, Media Objectives, and the sections on TV/Online Video and the "Never Miss Greatness Again" Campaign (slides 11-12).
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Marketing plan for classroom use only. (*Note: This is not a real company and any likenesses or pictures associated in this presentation is for educational purposes only!).
This presentation is intended for classroom use only. (Note: This is a fictional company, any likenesses or pictures are used solely for educational purposes only!)
Mats André Zuccarello Aasen, commonly known as Mats Zuccarello, was born on September 1, 1987, in
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at a young age. His mother, Anita Zuccarello, is of Italian descent, and his father, Glenn Aasen, is
Norwegian. This multicultural background played a significant role in shaping his identity and versatility
on and off the ice.
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2. CHANGING MARKETPLACE: EVOLVING TECHNOLOGIES
81% 78% 75%
49% 46% 46% 40%
13% 13%
ENABLED
SMART TV
MULTIMEDIA
DEVICE
SUBSCRIPTION
VIDEO
ON-DEMAND
TABLETSMARTPHONE
PC WITH
INTERNET
DVR
BROADBAND
INTERNET
Source: Nielsen, The Total Audience Report, December 2014.
GAME
CONSOLE
4. LIVE VIEWING TRENDS
4Q'08 4Q'09 4Q'10 4Q'11 4Q'12 4Q'13 4Q'14
87%
65%
98%
95%
Source: Nielsen NTI Data 2008-2014. The Percentages Represents the Portion of Live+7 Viewing that is Done on a Live Basis.
Live Sports
Events
Primetime
Entertainment
Programming
6. Regional sports networks are the single
biggest change [in sports TV] over the past 25
years. They put out the entire slate of games
of the local team, and that feeds the beast.
Big time live sports is more important
than anything else on American
television, and it certainly is the savior of
classic American network television.
- Dick Ebersol, Former Chairman of NBC Sports
7. Probably the biggest disappointment
(was) I was never able to get ESPN
into the regional business. I like that
business. It’s very loyal, has big
ratings and would have been great.
But I could never convince (former ABC
Chair & CEO) Tom Murphy or (former Cap
Cities President & COO) Dan Burke to
actually invest.
- Steve Bornstein, Former President of ESPN
8. THE CENTER OF SPORTS
4.54M
910K
480K
310K
180K
2012
2013
2014
2011-12
2012-13
2013-14
2011-12
2012-13
2013-14
2.26M
1.63M
1.38M
600K
260K
1.90M
240K
Source: For ESPN, ESPN2, TNT, TBS, and All Other Cable Nets: Published Industry Sources. For HTS: Nielsen NSI Projected to a Coverage Universe.
3 Year Average
9. LARGEST SINGLE ENTITY OF FAN IMPRESSIONS
2013
2013-14 2013-14
85%43%87%
Source: For ESPN, ESPN2, TNT, TBS, and All Other Cable Nets: Published Industry Sources. For HTS: Nielsen NSI Projected to a Coverage Universe.
10. WHY WE WATCH SPORTS
Source: 2013 Fox Sports Fan Segmentation Study.
Homers
Junkies
Occasionals
19%
16%
65%
Audience Segmentation
18. THE NATIONAL GOW: AN UNBALANCED RELATIONSHIP
Source: Nielsen, Overnight Data, ESPN, TNT, 2013-14 Season.
Number of
Appearances on
32%
22%
24%
22%
0
1-56-1011-1516-200
2014
46%
20. STRUCTURAL ADVANTAGE GAINS VIEWER ATTENTION
PRIMETIME
7 Commercials
97% 65%Watching Live or Slightly Delayed* Watching Live or Slightly Delayed**
Source: Program Format Database 2014. For FSN/HTS, standard formats for the Tigers, Magic, and Blues.
For primetime: drama-Gotham, comedy-Average of the Simpsons, Brooklyn 99, Family Guy, Mulaney. *Source: SmithGeiger, August 2014.
3 Commercials 4 Commercials
1:45
Avg. Minutes
1:56 2:05
Avg. Minutes Avg. Minutes
3:162:38
DramasComedies
**Source: Nielsen NTI Data 2008-2014. The Percentages Represents
the Portion of Live+7 Viewing that is Done on a Live Basis.
21. Source: SmithGeiger, August 2014.
PRIMETIME VIEWERS ARE…
MORE LIKELY
TO SKIP
THROUGH YOUR
COMMERCIAL
3x
THAN HTS VIEWERS
22. HOME TEAM FANS HAVE GREATER RECALL
Source: SmithGeiger, August 2014.
2x
25% 26% 34%
21% 27% 25%
51% 41% 53% 45% 51% 46%
MALE FEMALE 25-34 35-54 $75K OR LESS MORE THAN $75K
Recall Official Sponsor of Game/Show Over the Past Month (% Yes)
PRIMETIME
MORE LIKELY
TO RECALL THE
PROGRAM SPONSOR
28. On-Air
• Pre, In-Game, Post
• In-game Features
• Vignettes
• :05, :15, :30 spots
• Special Programming
• Local Talent
Stadium
• Events & Hospitality
• Promotions
• Product Activations
• Video Across Screens
• Signage
• PA Announcements
• Jumbotron Access
• VIP Experiences & Suites
Retail
• POS
• Packaging
• Product Activations
• Promotions/Giveaways
Digital & Mobile
• HTS Rewind – Sponsorship of
Video Highlights
• Advertising Opportunities
Across RSN Properties
• Custom Landing Pages/
Social Media Tabs
• Content Creation
• Email Marketing
• Text Campaigns
• Interactive 2nd Screen
Experience with Custom
Integrated Content on
Both Screens
Social Media
• Sweepstakes
• Promotions
• Access to Fox Properties,
Fox Sports Girls, & Teams
29. RECORD BREAKING SOLUTIONS
Opening Day/Night & Week
First Round of Playoffs
• Unique ownership
opportunity
• Highly rated, record
breaking games
• High brand visibility
30. REASONS TO INVEST WITH HTS
• Live sports is a safe investment
• Reach fans across generations and in their local
communities on any scale: local, regional, national
• Our impressions come with a heart attached
• Surround the Fan with your messaging at multiple touch
points where fans enjoy the game
• Let HTS help you create your own custom campaign
• Invest early
31. Reach fans in their seats and suites and in
high traffic areas like the concourse, bars,
lounges, and at concessions stands
• The seamless in-stadium/arena complement to your
television presence
• +50 of the nation’s best MLB, NBA, & NHL venues
• +20,000 screens
• Reaches +60M engaged, upscale home team sports
fans annually
• Nielsen measured fan engagement
• Provides video advertising, sponsored partnerships,
in-venue experiences, social media activations
FANS NEVER TAKE THEIR EYES OFF THE GAME
32. HTS Rewind: 32.6MM video uniques and
773MM video views
• ESPN 23.1 MM Uniques
• Yahoo!/NBC Sports 15.4 MM Uniques
• CineSport 10.8 MM Uniques
Extend the reach of your TV buy, reaching
passionate local fans, aggregated into
the largest national audience in digital
sports video highlights
Featured on 450+ of the most prominent
news sites across the country including:
NY Times, NY Daily News, LA Times, Chicago Tribune,
Philadelphia Inquirer, Dallas Morning News, Boston Globe,
San Francisco Chronicle and many more
Source: Comscore Video Metrix, November 2014 (perform Sports ePlayer_US/CA).
Buy a specific
sport, region/market,
day-part, demo,
behavioral
Companion Banner
Custom Overlay
:15/:30 Custom
Brand Pre-roll
And
Custom Bumpers
37. SPANNING ACROSS GENDERS AND GENERATIONS
1/3
Source: 2013 NBA Home Team Fan Female Engagement Study. *Source: Nielsen NSI, Live+SD, 16 LPM Markets & Nielsen NSI, Live+SD, 19 LPM Markets. Millennials P15-
Higher composition of millennials
beating out primetime favorites.*
27% 23%
are female 19% 14% 16%
38. HTS IS HOME TO MEN 18-34 IN PRIMETIME
0.5
1.0 1.0
1.2
Source: Nielsen NSI, Live+SD, TV Ratings, 25 LPM Markets, Weighted Average by UE and Duration, Primetime defined as M-Sat 8-11p, Sun 7-11p (Nielsen Broadcast Pattern), 2014.
2014 TV Ratings
39. THE FRIENDS AND FAMILY EFFECT
HTS Viewers vs. Primetime Viewers
Source: SmithGeiger, August 2014.
40. ENGAGING FANS ACROSS THE BOARD
Home Team Game vs.
Primetime Show
3x
2.4x
2.6x
3x
HTS
Home Team Fans vs.
Primetime Viewers
2x
1.8x
2x
2.2x
*Source: Nitto Tires (JAN ’14 Wave) Ad Awareness and Affinity Study – SG.Source: 2013 MLB Home Team Fan Engagement Study. **Source: 2013 NBA Home Team Fan Female Engagement Study.
2.7x
2.7x
2.3x
2.7x
More trust in ads
More loyalty to a brand
More likely to purchase
More likely to recommend
Millennials* Females**
41. THE BIG FOUR CONTINUES TO DECLINE
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
6.78
4.39
2.48 2.41
NHL
Lockout
Source: Nielsen NSI, TV Household Ratings, Weighted Local Market Average Based on Participating Teams, Various Number of Markets, Various Number of Teams.
Primetime
Broadcast
42. 2.89
0.79
0.33
0.2
0.18
DOMINATING THE COMPETITION: SEASON AFTER SEASON
2014 2013-2014 2013-2014
Source: Nielsen NSI, Live+SD, “Live,” MLB, 28 Teams, 25 Local Markets. Source: Nielsen NSI, Live+SD, “Live,” NBA, 26 Teams, 25 Local Markets. Source: Nielsen NSI, Live+SD, “Live,” NHL, 21Teams, 18 Local Markets.
2.06
1.36
1.72
1.45
0.36
43. LOYAL FANS ARE OUR STRENGTH
Source: Nielsen NSI, Live+SD, MLB Daily Highlights, 9/11/14.
Opening night of the highly anticipated
premiere of Thursday Night Football
MLB Week 24
7 out of 10 teams grew their ratings!
vs.
45. EVERY SEASON OR
ONCE EVERY FOUR YEARS
2.9 3.1
Source: Nielsen NSI,
Live+SD, MLB, 25
Local Markets.
2014 MLB Season Avg.
46. Source: Nitto Tires 2013.
WE MAKE NEW BRANDS FAN HEROES
#5out of the 21
most recognized
brands after the
campaign aired
O unaided recall
of the Nitto brand
From
to 5%
47. BUILDING CUSTOM CAMPAIGNS WITH OPTIONS
41
# of
Networks
1provides
nationwide coverage
provide
nationwide coverage
41
1
unique messages
and calls to action
in each market
message and
call to action
National
Regional Regional
or
Regional
1
national retailer
or
Multiple
regional retailers
across the nation
National National Regional 1national retailer
49. LIVE GAMES AND CONTENT ON DEMAND
Presenting sponsorship opportunities
across all marketing and media include:
TV
• In-game commercials
• Pre, in, and post game features
Digital
• Digital media banners, pre/mid-rolls
• Social media posts and ads
In-Arena
• Displays, signage, PA announcements, programs,
and other promotional collateral
• Premium items given to fans
50. REPLAY
REVIEW
change to the game
Stronger
confirmation of calls
Strengthens the
accuracy of the game
History Making
52. FAN CONNECT
Bring your brand and our fans
together like never before!
• A live Multi-media, interactive
polling/voting/Q&A enhancement
• Encourages organic support and
discussion by on-air talent
• Actual results are shown and
discussed live on-air
• Ability to provide additional content,
a promotional offer, coupon, etc.,
directly to the fans
53. MLB REPLAY REVIEW PRICING
Season long sponsorship
(April 2015 - October 2015)
• 150 National Equivalent MLB In-Game Units
• 150 National Equivalent Post-Game Show Units
• HTS Rewind Custom Sponsorship
• Plus MLB Instant Replay Challenge Sponsorship
Feature Every Other Game
• Price: $18.4M
54.
55. MAJOR LEAGUE SOCCER
• Season: March through October
• Access to majority of the 34 games
per team per season
• Opportunities for brand Integration
• Pre, In-Game, Post Sponsorships
WESTERNEASTERN