CYNOPSISSPORTS
01.19.16
Good morning. It’s Tuesday January 19, 2016, and this is your first early morning Sports briefing.
On the day of the College Football Playoff Championship game, Learfield Sports, which happened to have both Clemson and Alabama as clients, also added a key, new face to its umbrella, announcing that Keisha Taylor would be coming aboard as Senior VP -Integrated Marketing for the company, which now boasts 120+ collegiate programs in its roster. Taylor will now oversee marketing, graphics, research, client insights and ideation, events and training, and work with the company’s sales and digital teams in development of new social and mobile concepts for its client base as the company continues to expand its portfolio.
Cynopsis Sports asked Taylor about her jump from Turner Broadcasting, marketing college sports and corporate culture as she takes over the role.
Taylor on college sports: College sports are at an all-time high and Learfield is at its tipping point with respect to the tremendous expansion the organization has seen within the past few years and the growth that’s in our future. I was intrigued by the opportunity to work for a growing company where I can make a real impact on the legacy of a pioneer brand. Learfield also afforded me the opportunity to complete the coveted "media trinity" of marketing experience in news, sports and entertainment. But most of all, I joined Learfield because of the wonderful people whom I now work alongside every day. There’s a familial culture within this place that’s unlike any organization I’ve worked for.
On goals: Ultimately, my goal is to develop a best-in-class, client focused, integrated marketing team for the company. In this newly created position, I will provide leadership and strategy for the marketing operation that will help to drive sales growth. Also, I’ll work to elevate the scope and scale of Learfield’s brand awareness across the sports industry, as a whole; not just in collegiate sports.
On Turner: My takeaways about the industry can be easily summed up by the corporate culture motto Turner recently adopted – "More Fun. Less Fear. All In." This industry is constantly changing, but we have to be "all in" with our dedication to growing the business. We must be fearless in trying new things and taking calculated risks. And if you’re not having fun in college sports, you’re doing something wrong!
On trends: College sports fans are typically well educated, diverse, affluent and loyalists. They are every marketer’s dream and major brands want a piece of that loyalty. The on-going trend we’re seeing is a desire for deeper consumer engagement. Clients recognize that engagement breeds loyalty and the traditional sponsorship offering is the baseline of engagement. They want, and fully expect, experiential opportunities and social media as part of the package, too. Additionally, we’re seeing more clients wanting to use sports as a gateway into larger partnership opportunities with universities.
ON THE AIR
Amid the launch of the Australian Open, tennis made headlines for the wrong reasons over the weekend and the BBC and BuzzFeed broke a story pointing toward 16 ranked players involved in potential match-fixing, based on results and a slate of suspicious betting patterns, including a 2007 match between Nikolay Davydenko and Martin Vassallo Arguello. The allegations state that despite the launch of the Tennis Integrity Unit to investigate corruption within the sport, multiple instances occurred in which the TIU didn’t pursue claims. Meanwhile, the ATP, WTA, Grand Slam Board, and ITF (who launched the TIU) were quick to rejects the reports that the organizations turned away from the claims and “absolutely reject any suggestion that evidence of match fixing has been suppressed for any reason,” noting that the TIU has to find evidence as opposed to information, suspicion or hearsay. Speaking on behalf of the partners, Chris Kermode, Executive Chairman of the ATP and Tennis Integrity Board member, said: “Tennis remains fully committed to meeting the challenge that all sports face from corrupt betting practices. We have stringent procedures and sanctions in place to deal with any suspected corruption and have shown we will act decisively when our integrity rules are broken.”
CBS saw gains with the weekend’s NFL Playoff action, with Sunday’s Steelers/Broncos game reeling in a 26.2/44 to become the highest-rated Sunday AFC Divisional Playoff game in 21 years on any network in the metered markets. Nielsen numbers also topped last year equitable game by 3%. The matchup was seen by an average of 43 million viewers, also up 3%.
The Cardinals’ OT win over the Packers led NBC to an 18.8/33 household rating and ranking as the highest-rated Saturday primetime Divisional game ever, according to Nielsen’s Fast National data. The telecast averaged 33.7 million viewers to rank as the second-most watched Saturday primetime Divisional ever with both the rating and viewership up 9% over last year’s primetime Saturday NFC Divisional Playoff. For its two January 2016 playoff games, NBC averaged 34.5 million viewers, a 19.8/37 household rating, and a 10.6 rating in the Adult 18-49 demographic records for NBC in all three metrics since acquiring the Sunday Night Football package in 2006, and up 11%, 11% and 8% respectively over last year.
ESPN named Mike Breen, Jeff Van Gundy and Mark Jackson to microphone duties for the company’s new NBA franchise: NBA Saturday Primetime on ABC presented by La Quinta. Reporter Lisa Salters will join the trio for most games with a launch set for Saturday at 8:30p. The franchise marks the first prime-time NBA weekend series on broadcast television. Tim Corrigan will produce NBA Saturday Primetime on ABC. Programming begins at 8p with a 30-minute NBA Countdown telecast hosted by Sage Steele alongside analysts Doug Collins and Jalen Rose.
It was one and done for Greg Norman, who will not return this year for FOX Sports’ USGA Championships coverage in 2016. According to the announcement, both parties agreed to an amicable separation and will continue to work together to broadcast the Franklin Templeton Shootout. “I put a lot into my role this past year and really enjoyed the time I spent with the commentary team,” said Norman. “I have a long history with FOX and wish them well on their journey showcasing USGA Championships. I also want to thank David Hill (former Head of FOX Sports) and the USGA for believing in me and instilling their vote of confidence in me from the outset.”
The NHL is entering the world of 4K, with Rogers announcing that it will produce and broadcast the first ever NHL game in ever in the format. The Hockey Night in Canada telecast will be produced by Sportsnet and available to Rogers customers on NextBox 4K on Channel 999 on January 23 at 7p with the Maple Leafs/Canadiens. Overall there will be 20 games broadcast in 4K in 2016.
On Saturday, Showtime confirmed plans to carry live coverage of the junior featherweight title unification bout between Northern Ireland’s Carl Frampton and England’s Scott Quigg on Feb. 27. Showtime will simulcast the broadcast from England’s Sky Sports, according to multiple reports.
UFC locked in a deal with Cignal TV to give fans in the Philippines, access to programming throughout the country via Cignal direct to home (DTH); and on encore broadcast via TV5. Starting this month, Cignal will bring extensive UFC programing to Filipino households through HYPER Channel 53.
Spartan Race is hitting Squaw Valley, Lake Tahoe as the host of Reebok Spartan Race World Championship on Oct. 1. The weekend will the World Championship Beast, as well as the Elite, Competitive and Open category Beast races while Oct. 2 sees the Spartan Sprint, Beast and 26+ Mile Ultra Beast.
ESPN senior NFL analyst Chris Mortensen is stepping away from the camera to deal with a Stage IV throat cancer, drawing support from executives, fellow personalities and athletes over the weekend. “Our thoughts are with Chris and his family as he faces this challenge,” said ESPN President John Skipper. “He is an extremely respected colleague, who has the complete support of his entire ESPN family. We wish him strength and hope in the battle ahead and look forward to his return whenever he chooses.”
A CYNOPSIS MESSAGE
CYNOPSIS BOOT CAMP: INTENSIVE RATINGS TRAINING ON 2/9
Twitter, YouTube, Facebook & Social TV
When social giants like Twitter & Facebook want to introduce video ad buying with sales & tracking metrics akin to TV, you gotta pay attention.
Learn:
- How Facebook is partnering with Nielsen to verify its ads
– How YouTube, selling guarantees to advertisers is now upping the ante
– What’s next for Twitter, now that the Nielsen Twitter TV Ratings Weekly Top 10 is a staple for programmers & advertisers looking for which programs most resonate with viewers
SPONSORSHIP & PROMOTION
Anheuser-Busch unveiled its annual Super Bowl plans, marking the brand’s 28th year in a row for the event. Sports will focus on Budweiser and Bud Light, along with first-time Super Bowl advertiser Shock Top and returning Super Bowl advertiser Michelob ULTRA. The company snagged three full minutes in this year’s game, including the A1 spot immediately following kickoff. Several of Anheuser-Busch’s commercials and campaigns will be pre-released prior to the CBS broadcast on Feb. 7, although the Daily Mail nabbed shots of Amy Schumer, Ronda Rousey and Seth Rogan filming a Bud Light Platinum commercial in LA.
MVPindex announced the close of a $7 million Series A investment round led by strategic investor groups in Dallas, New York, Los Angeles, and Chicago. The company will use the investment to accelerate sales and marketing efforts in sports, expand its coverage in entertainment, and scale its index and social media valuation engine. “Spending the last three years building our index, developing our valuation engine, and proving our value proposition with brands, agencies, teams and leagues has positioned MVPindex to become the de facto standard in social media measurement and valuation” said Shawn Spieth, Co-Founder and CEO of MVPindex.
Hendrick Motorsports locked in a three-year extension with Mountain Dew to continue as a primary sponsor of Dale Earnhardt Jr. as well as a primary sponsor for Hendrick teammates Kasey Kahne and Chase Elliott starting this year. The 2016 season marks the first time the DEW brand will field a three-driver lineup, and will serve as the primary sponsor of Earnhardt’s No. 88 Chevrolet SS for three races each season through 2018.
Meanwhile, Team Penske unveiled a multi-year partnership extension with Autotrader for both the Nos. 2 and 22 Sprint Cup Series cars of Brad Keselowski and Joey Logano, respectively. Keselowski will sport the brand at Atlanta on Feb. 28 and in Bristol on Aug. 20 while Logano will adorn the colors on April 17 in Bristol and on July 9 in Kentucky.
Amyris cleaning brand Muck Daddy entered a deal to become the official hand cleaner of SCORE International and the SCORE World Desert Championship. Amyris and SCORE International have also been in discussions regarding the potential use of Amyris’s cleaner-burning renewable fuels in the vehicles and power generators used in support of desert race activities.
DIGITAL & STREAMING
ESPN named four new writers for The Undefeated, including Buzzfeed’s Kelley Carter, Michael Fletcher and Soraya Nadia McDonald of The Washington Post, and ESPN.com columnist Jason Reid. Carter, an award-winning entertainment and pop-culture journalist, will occupy a similar role for ESPN. Fletcher, a Washington Post national economics correspondent, will cover criminal justice, social issues and politics. Reid will move from ESPN.com to become The Undefeated’s primary NFL writer.
Campus Insiders is teaming with the Patriot League and West Coast Conference to give students of the conferences the opportunity to produce live sporting events via assisting the Campus Insiders production team on site or by producing the game on their own with the use of Campus Insiders equipment and direction. These television quality productions will stream live across the Campus Insiders Network including the official Patriot League Network on CampusInsiders.com and the Patriot League and Campus Insiders mobile apps.
FANTASY/GAMING/ESPORTS
Audience growth in esports has swelled 100% in two years, according to a national study by Frank N. Magid Associates. The study showed that 70% of Americans between 8-64 play video games with 18% of that group either watching esports programming online or attending events. In 2013, those numbers were 9%.
ESL announced plans for its Counter-Strike: Global Offensive Pro League to dish out $1.5 million in prize money in 2016 for 24 of the world’s best teams. That marks a year-on-year prize pool increase of 50%. The ESL Pro League scored over 100 million sessions and almost 30 million hours watched in 2015.
THE MAIN EVENT
Butler/Providence on FS1 at 6:30p.
A CYNOPSIS MESSAGE
What does it mean to win a Sports Media Award?
Here are just some of the benefits: Crystal award trophy, recognition at an awards breakfast on April 21 in New York, editorial coverage in Cynopsis Sports eNewsletter, editorial coverage on Cynopsis.com, award logo to use for marketing on your site, and most importantly, winning a Sports Media Award positions your program & your people as industry leaders.
The deadline to enter is Thursday, January 21, 2016.
Who Should Enter? | Eligibility Period | Enter Now | Deadlines & Fees.
ON THIS DAY in 1974: UCLA’s 88-game winning streak comes to an end.
In The Know:
In 1998, what country became the first to win gold in women’s ice hockey? (Email Chris-Sports@cynopsis.com with your answer and be sure to include your name, company and city.)
Answer to Our Last Sports Trivia Question: In which Olympic event did Monaco’s Prince Albert II regularly compete? Answer: Bobsled/bobsleigh (Interesting, the name was split down the middle). Kudos: Phyllis McQuillan-MSG Media/NY; Michael O. Brown-Lagardere Sports/NY; Michael Ritz-BucStar Consulting/NY; Zach Kempner- numberFire/NY; Ken Nice-TeamPeople/Falls Church; Mark Darnell-Golf Services/Augusta; John Miller-NBC Sports Group/Stamford; Marta J Davies-Smarta Media/Coconut Creek; Andy Pittman-TAMU/College Station; Lance Phegley-Texas Runner and Triathlete magazine/Houston; Michael Jaquet-U.S. Ski and Snowboard Association/Park City; Greg Dudsic/Venice; Miriam Aardahl-OMD/LA; Jack Simmons-Fox Sports/LA; Neal Stevens-Stevens & Associates/Beverly Hills.
Later — Chris
Chris Pursell for Cynopsis | Sports @VegasandVine
01.19.16
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The post 01/19/16: Learfield Sports drafts a ringer; Tennis industry scrambles; NFL heavyweights deliver big weekend numbers appeared first on Cynopsis Media.