The Marketing Muscle of Sports

Transcription

1 The Marketing Muscle of Sports

2 Stephen Master Senior Vice President--Sports Nielsen John Miller CMO, NBCUniversal Television Group Head, NBC Sports Agency Mike Wall Regional Vice President Comcast Spotlight

3 Stephen Master Nielsen

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5 FAST FACT: There were nearly 60,000 programming hours of sporting events on national broadcast and cable television in 2012, a 45 percent increase in sports programming hours from This significant increase was heavily assisted by the 2012 Summer Olympics. Source: Nielsen State of the Media: 2012 Year in Sports

6 FAST FACT: TV viewers who recalled the ads were 10 percent more likely to remember the advertiser s brand during sports programs when compared to non-sports programs in Source: Nielsen State of the Media: 2012 Year in Sports

7 Source: Nielsen State of the Media: 2012 Year in Sports

8 Source: Nielsen State of the Media: 2012 Year in Sports

9 Source: Nielsen State of the Media: 2012 Year in Sports

10 Source: Nielsen State of the Media: 2012 Year in Sports

11 Source: Nielsen State of the Media: 2012 Year in Sports

12 FAST FACT: 41% of all TV-related Tweets are about sports programming, although sports accounts for only 1.3% of all TV programming. Source: Nielsen State of the Media: 2012 Year in Sports

13 Stephen Master Nielsen

14 If you were targeting moms which of these sports figures would be your most effective spokesperson? ogabby Douglas omichael Phelps otim Tebow odavid Beckham Poll Question:

15 What advantages do TV advertisers receive when their messages are viewed in sports? John Miller NBCUniversal

16 How does consumer engagement in sports extend to commercial messages? Mike Wall Comcast Spotlight

17 What does social media usage tell us about the popularity of sports? Stephen Master Nielsen

18 If you were targeting moms which of these sports figures would be your most effective spokesperson? ogabby Douglas omichael Phelps otim Tebow odavid Beckham Poll Results:

19 How many people tuned into NASCAR programming on U.S. TV in 2012? omore than 10 million omore than 30 million omore than 50 million omore than 100 million Poll Question:

20 Why should live sports matter to an advertiser? John Miller NBCUniversal

21 To what degree does the popularity of sports extend across age and gender? Mike Wall Comcast Spotlight

22 How has the availability of sports on cable changed? Stephen Master Nielsen

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25 Mike Wall Comcast Spotlight

26 Now the leader in sports programming More than 85,000 hours of sports programming More than 10,000 hours of live sports events 82% of all live televised sports are on cable. Source: The Nielsen Co., National TV Toolbox. Based on reported duration of sports anthology, sports commentary, sports event & sports news summary type codes, ESPN, ESPN2, ESPNews, Fox Soccer Channel, Golf Channel, MLB Network, NBA Network, NFL Network, Speed, Spike, TBS, TNT, USA & Versus; ABC, CBS, NBC, FOX; excludes Spanish Language Networks, CNBC & HLN, 2011

27 Home to marquee sports events The Olympics NCAA March Madness BCS College Bowl Games NFL Monday and Thursday Night Football MLB Playoffs NASCAR NBA Playoffs NBA All-Star Game U.S. Open Golf NHL All-Star Game The British Open Tour de France World Cup Matches Winter & Summer X Games FIFA World Cup

28 Regional and niche sports opportunities

29 Demographic & Geographic Targeting

30 Mike Wall Comcast Spotlight

31 How many people tuned into NASCAR programming on U.S. TV in 2012? omore than 10 million omore than 30 million omore than 50 million omore than 100 million Poll Results:

32 How many hours of Olympic coverage were available on NBCU cable networks? omore than 150 hours omore than 250 hours omore than 350 hours omore than 550 hours Poll Question:

33 John Miller NBCUniversal

34 Does viewership on digital devices complement or compete with TV? John Miller NBCUniversal

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38 What additional benefits do advertisers accrue in high-profile sports events? John Miller NBCUniversal

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40 John Miller NBCUniversal

41 Will sports coverage in the future be multiscreen? Stephen Master Nielsen

42 How many hours of Olympic coverage were available on NBCU cable networks? omore than 150 hours omore than 250 hours omore than 350 hours omore than 550 hours Poll Results:

43 The Marketing Muscle of Sports

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45 The Data-Driven Media Plan Wed., May 22, 2PM ET