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NEWS REAL

• State Farm has signed a deal to become the exclusive official insurer of the Big3-on-3 basketball league, including branding throughout Big3 arenas in all 18 cities this summer on basket stanchion pads, center court jumbotrons and courtside LED signage. The company will also present Big3 games played at State Farm Arena in Atlanta on July 7.

• SunTrust and BB&T financial firms said that Truist Financial would be the name of the company following their merger later this year. The name — “intended to give the bank a single, fresh identity” — could also become the new name for the home venue for the Atlanta Braves, now known as SunTrust Stadium.

• CBS Sports Digital has unveiled MVP Sports Marketing, an “initiative that will help brands build strong and sustainable engagement in local sports communities around the country.” An in-house team will "leverage CBS Sports Digital’s deep community connections through its nationwide coverage of high school and college sports and partner with brands to “develop unique multi-faceted sponsorships that build brand equity, deepen consumer relationships and drive revenue.”

• BBVA Compass Stadium, home to the MLS Houston Dynamo, has been renamed BBVA Stadium as part of financial company BBVA Group's overall rebranding process.

• The LPGA said it would “implement a comprehensive integrity program, in partnership with Genius Sports, to deliver sports-betting related monitoring, education and structures for the management of investigations.”

“Sports betting is certainly coming and we’ll have to get our hands around it," LPGA commissioner Mike Whan said via the organization. “Sports betting may bring another wave of worldwide sports fans to the LPGA, but it will require us to be protected and supported by experts like Genius."

• Cody Bellinger of the Los Angeles Dodgers and Milwaukee Brewers outfielder Christian Yelich have each topped one million votes in the first National League results released by MLB for the 2019 All-Star Game in the All-Star Game Ballot presented by Google. Full story here.

• With the 2019 MLB All-Star Game presented by MasterCard just four weeks off, the league has unveiled the first fan ballot results presented by Google for the AL — and the numbers are very good for Gary Sanchez, Mike Trout and George Springer. Full story here.

• 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

The Top Ten World’s Highest Paid Athletes
1, Leo Messi soccer $127M
2. Cristiano Ronaldo soccer $109M
3. Neymar Jr. soccer $105M
4. Canelo Alvarez boxing $94M
5. Roger Federer tennis $93.4M
6. Russell Wilson NFL $89.5M
7. Aaron Rodgers NFL $89.3M
8. LeBron James NBA $89M
9. Stephen Curry NBA $79.8M
10. Kevin Durant NBA $65.4M

Full story here.
SOURCE: FORBES

KEEPING SCORE

2019 Top Selling Summer Acts
Based on total sales on StubHub for U.S. tour dates from Memorial Day to Labor Day 2019
1. The Rolling Stones
2. Queen with Adam Lambert
3. Paul McCartney
4. Ariana Grande
5. Shawn Mendes
6. Billie Eilish
7. JoJo Siwa
8. Twenty One Pilots
9. Hootie and the Blowfish
10. Florida Georgia Line

Full story here.

BUY SELL

Weekend Box Office June 7-9
1. The Secret Life of Pets 2 $47.1M
2. Dark Phoenix $33M
3. Aladdin $24.5M
4. Godzilla $15.4M
5. Rocketman $14M
6. Ma $7.8M
7. John Wick 3 $7.4M
8. Avengers: Endgame $4.8M
9. Pokémon Detective Pikachu $3M
10. Booksmart $1.6M
Source: Box Office Mojo

SEARCH

NYSportsJournalism.com + Topic Of Requested Search

Toy Story 4 Alaska Airlines 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).

Wednesday
Mar062013

Survey: With Ad Spent At $1B, There's Gold In March Madness Marketing Hills

By Barry Janoff

March 6, 2013: Between 2003-2012, the NCAA Division I men’s basketball tournament generated more than $5.9 billion in national TV ad spending from 266 different marketers. In 2012, ad revenue surpassed the $1 billion mark for the first time.

Those are just some of the golden figures in a new study from marketing and research firm Kantar Media, NY. The numbers hit in time for the 2013 NCAA hoops tournament, which begins with Selection Sunday on March 17 and gets underway in earnest with the First Four March 19-20.

According to Kantar, the NCAA men’s basketball tournament last year "displaced pro football ($976.3 million) as the most lucrative post-season sports franchise as measured by national TV ad revenue."

In addition, with more than $1 billion in ad spending, the Tournament nearly exceeded the combined post-season total for the NBA ($536.9 million), MLB ($354.1 million) and the NHL ($101.1 million). Over the past two years, the rate of ad spending has increased by 64%, per Kantar.

In 2013, for the third season, the NCAA men's hoops tournament will air on CBS and three Turner Broadcasting networks: TBS, TNT and truTV. CBS will air the Final Four on April 6 and April 8 from the Georgia Dome in Atlanta.

The NCAA itself has upped its ad spend during the tournament (which is not included in the Kantar report) to support the 75th anniversary of March Madness.

While the NFL's Super Bowl telecast is still the 30-second commercial gold standard among marketers — with an average of $3.8 million spent on 30-second spots during Super Bowl XLVII last month and some companies having spent upward of $4 million, according to CBS — the NCAA men's hoops championship game is moving up.

According to Kantar, companies spent an average of $1.34 million for 30-second spots during the 2012 title game on CBS (when Kentucky defeated Kansas). That was up an average of $100,000 over 2011 ($1.24 million) and up more than $400,000 from 2003 ($827,000).

In 2012, some 80-85 companies advertised during March Madness, 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&A ($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).

Kantar stressed that marketing has also become more significant beyond TV as Internet, mobile and other forms of media become more prevalent.

"As in prior years, multi-screen digital access to the 2013 tournament will be available to fans via PC, smartphone and tablet devices," Kantar said in its report. "All games will be streamed live and the ad-sponsored videocasts offer another platform for marketers to deliver commercial messages. Streamed viewing tends to be highest in the first week of the event, driven by the combination of at-work viewership and multiple games being played simultaneously."

In addition to game coverage, "the digital offering also includes a sponsored bracket game as well as a sponsored 'social arena' where people can follow game tweets and participate in fan chats," according to Kantar.

Although Kantar says that the NCAA tournament "presents an opportunity for marketers to engage viewers over an extended period," there also is a downside: The potential for an advertiser to "wear out its welcome and alienate the audience through sheer volume and repetition of its ad messages."

"The risk is greatest for sponsors with ad packages that extend through to the final game because they're airing the most spots — and also spending the most money."

According to Kantar, "The risk is greatest for the sponsors with ad packages that extend all the way through to the final game because they are airing the most spots — and also spending the most money."

Kantar said that one strategy used most often to combat message fatigue is to have multiple commercials and rotate their airplay. "Most of the products that advertise throughout the entire tournament use this ploy, but each year a handful instead repetitively pound away with just a solitary commercial, potentially a turn-off for consumers," per Kantar.

Back to March Madness 2013

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