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Sports Marketer Of The Year 2018

 

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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

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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

Tuesday
Mar132018

Pop-A-Shot: March Madness National TV Ad Growth Slow, But Hits Record $1.28B

By Barry Janoff

March 12, 2018: When it comes to the NCAA Div. 1 Men’s Basketball Tournament, marketers are simply mad over the number of people who watch games and see their commercials.

Last year, 23 million viewed all or part of the National Championship game when UNC defeated Gonzaga, 71-65; and 19 million watched the two semi-final games, according to broadcast network CBS.

In 2017, national TV ad spend during March Madness was a record $1.28 billion, up slightly from 2016’s $1.24 billion, according to media intelligence firm Kantar Media, NY.

The 2017 Tournament also saw a record 97 advertisers, up slightly from 95 in 2016 and 96 in 2015, when national TV ad spend was $1.19 billion.

Ad spend in 2012 was $.1 billion — the first year it topped the billion-dollar mark — 2013 was $1.12 billion and $1.13 billion in 2014, when there were 89 advertisers each year, according to Kantar Media’s 2018 March Madness Ad Report.

Final Four games the year are in The Alamodome, San Antonio, March 31 and April 2.

Last year, the men’s Final Four in Phoenix generated $324 million in economic impact for the area, according to a study from W.P. Cary School of Business at Arizona State University.

In terms of national TV ad spend, "The NCAA men’s basketball tournament is consistently the second largest post-season sports franchise, trailing only the NFL playoffs," according to Kantar Media.

This past season, ad spend during the NFL’s post-season, including Super Bowl LII, was nearly $1.55 billion, according to Kantar Media. The NFL post-season hits its total with just 11 televised games, including the Super Bowl, while the college basketball tournament has 67 game broadcasts.

NBA post-season ad spend was $934 million last season and MLB’s was $569 million.

One drawback: Although tracking upward, NCAA March Madness ad spend growth rate has been just 3.3% since 2012, behind that of the post-season at 11.7%, MLB at 9.8% and the NFL at 9.7%.

The Top Ten advertisers during the 2017 Tournament accounted for $460 million in ad spend, 36% of the total among.

That was down slightly from the $464 million Top Ten spend in 2016.

Each year 90-95 different companies purchase air time in the basketball tournament, but "the Top Ten consistently account for more than one-third of total spending," according to Kantar Media.

The leader in 2017 was General Motors, with $83 million in ad spend and 329 units, including pre- and post- game programming.

The Top Ten also included AT&T with $66 million (334 units), Coca-Cola at $56 million (268 units), Capital One at $50 million (198 units), Berkshire Hathaway with $41 million in ad spend (186 units), Samsung at $40 million (112 units), Nissan with $32 million (133 units), Anheuser-Busch with $32 million in spend (195 units), Apple with $31 million (149 units) and Yum Brands at $29 million (250 units).

The Top Five categories accounted for $733 million, some 57% of national ad spend in 2017, dow nfrom $766.1 million in 2016.

Spend was led by auto at $216 million with ten advertisers, telecom at $136 million with six advertisers, insurance at $132 million among seven advertisers, restaurants at $126 million among ten brands and financial services at $123 million with six firms.

Among the basketball shoes represented this year, according to Apex Marketing Group, Nike has 47 schools, (up from 40 in 2017), Under Armour 10 (down from 12), adidas 10 (down from 15) and Russell Athletic one (Texas Southern).

Live TV broadcasts of all games are spread across CBS and Turner Sports' TBS, TNT and truTV networks via a 14-year, $10.8 billion signed in 2014, which was extend through 2032 via an $8.8 billion deal signed in 2016.

TBS gets the Final Four and National Championship game this year.

As part of the NCAA Final Four, the March Madness Music Festival (pictured) is sponsored by AT&T Coca-Cola and Capital One, with Capital One also presenting sponsor for the Final Four Fan Fest presented by Capital One (in the Henry B. Gonzalez Convention Center).

As an integrated complement to their paid media advertising on linear TV and digital platforms, Kantar Media said that "many NCAA sponsors also seek to capture and convert consumers through social media campaigns tied to the basketball tournament."

In addition, all of the games are streamed online through the branded March Madness Live service. People can access ad-supported video casts, real-time scores, statistics and other related content through Web browsers, mobile apps and over-the-top services.

NCAA Corporate Champions are AT&T, Capital One and Coca-Cola.

NCAA Corporate Partners include Buffalo Wild Wings, Buick, Enterprise, Google Cloud, Infinity, Intel, Lowe’s, Marriott, Nabisco, Northwestern Mutual, Pizza Hut, Reese’s, Unilever and Wendy’s.

Capital One Mad Again For March With Charles, Spike, Samuel L.

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