Leveraging the Reach of Media Buying for Sports Programming

Let’s take a quick timeout from the seemingly endless discussion on the rise of streaming on-demand video services… and how that’s been impacting advertisers by allowing viewers to avoid commercials. There is still one genre that is still consistently viewed live: Sports.

From time to time, some overly optimistic soul thinks that he can watch the game the next day, secure in the belief that everyone would be mindful of his delay, and not spoil the score for him. Almost anyone who naively believed that has found their hopes quickly, mercilessly dashed as soon as they stepped out of the house. By the time the next game rolled around, they made sure that they saw it live with everyone else! It’s a passionate demographic that you can count on to be there during your TV advertising slots.

While the rise in on-demand viewing has altered viewing habits for nearly all program genres, live viewing remains the standard for sports. According to TV data from fourth-quarter 2015, 95% of total sports viewing happens live. It’s also worth noting that sports accounted for 93 of the top 100 live-viewed TV programs in 2015, compared to just 14 in 2005. So, if you decide to buy TV commercial time during a sporting event, you have a great opportunity to reach a huge audience.

When it comes to TV commercials during sports, you’ve got your viewers right where you want them, eyes riveted on the screen!

Not only do you have them where you want them, but you have access to a far broader demographic of viewers. Families watch the game together, bringing you members of each generation. Coworkers meet at a local sports bar to cheer on their teams. Millennials enjoy watching a game with friends over their craft beers and tacos. This is your moment.

According to Nielsen’s Year in Sports Media Report in 2015, sports content continues to thrive across all screens and formats, and ratings and engagement numbers are still steadily increasing. The amount of sports programming available has skyrocketed to keep up with the demand.

Even with this increased demand, it’s important to remember that not all live sports advertising comes with the mind blowing price tag of a Super Bowl ad. The term “live sports” covers everything from “The Big Game” to college athletics, outdoor sportsman events, and even newer sport trends like televised Crossfit and Tough Mudder competitions. There are always cost effective options available when it comes to reaching this audience.

A good place to start if you want to reach this audience is to let our team explore opportunities for national TV advertising rates and local TV advertising rates that match your needs, budget and goals. We want to help you get the most value from your advertising strategy, while taking away the headache of having to figure this all out on your own while running your business.

Second Screen Advertising

Not only can you advertise with the channels broadcasting, but you can also have complementing ads on mobile devices at the same time. According to the market research company Millward Brown, the use of multiple devices has become the norm worldwide. In the U.S., around half of media consumers use a second screen while watching TV, while in Asia and Africa the percentage is even higher!

70% of users stack content, meaning that they spend time viewing unrelated content on their digital device and TV. Some mesh content, which means that the content on their mobile devices compliments the content on tv. Meshed content on second screens can be a fantastic opportunity for advertisers and digital marketers to gain visibility. Some options to leverage this include companion app ads, sponsored tweets, or Facebook posts. They’re displayed at specific times in specific regions to capture the audience that is watching a particular game.

Platforms on the Rise

This article wouldn’t be complete without mentioning some alternatives to broadcast TV & cable advertising, allowing you to target this massive demographic from other angles.

  • Sling TV – Since going online in February of 2015, more than 250,000 households have signed up – and that number is growing every day. It also targets millennials by offering a low base price, allowing you to access this hard-to-reach demographic.
  • Microsoft is now offering MLB and NBA packages for streaming through their Xbox 360 and Xbox One consoles for about $200, which gives you access to sports fans who are likely to have some disposable income.
  • Sony recently launched its PlayStationVue streaming service with limited sports options available through its PlayStation 3 and PlayStation 4 consoles. It’s only available in a few cities right now, but will be expanding to more soon.
  • Verizon is joining the streaming market as well. It announced that it will launch an app that offers programming from the ACC Digital Network, CBS Sports, 120 Sports, Campus Insiders and limited live games from ESPN.
  • While the much-awaited Apple TV upgrade hasn’t yet hit the market, it is projected to be a huge opportunity for advertisers since it will offer a broad variety of sports networks.

When you’re ready to take the next step and make every advertising dollar count towards your success, we’re here to help. Our experienced team knows how to make the most of the changing TV landscape, and we’re committed to offering you the most effective strategy possible.

Give us a call today to learn more about how we can make the world’s passion for sports for you – (303) 232-1100!