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Exciting news in the media industry as the NBA media rights are anticipated to come up for auction this year! And according to Center Director, Jeffrey Cole, sports are the biggest game in media today. In an article, he dives into the implications of sports in the media ecosystem today — especially with sports being so valuable to platforms and advertisers. Here's what you need to know: https://bit.ly/4axBq1j #Insights #Media #MediaIndustry #MediaRights

Exciting news in the media industry as the NBA media rights are anticipated to come up for auction this year! And according to Center Director, Jeffrey Cole, sports are the biggest game in media today. In an article, he dives into the implications of sports in the media ecosystem today — especially with sports being so valuable to platforms and advertisers. Here's what you need to know: https://bit.ly/3TbzKmM #Insights #Media #MediaIndustry #MediaRights

✅🖥️ CNBC (10/6): “Spreading packages between too many media partners will potentially confuse and annoy consumers, who will need to sign up for multiple services and then find where games are streaming on a given day. Currently, an NBA game could appear on Disney's ESPN or ABC, Warner Bros. Discovery's TNT, NBA TV, NBA League Pass or a regional sports network. Add new streaming services to the mix, and consumers could easily become overwhelmed with options. Likewise, if the NBA doesn't reach a new deal with either ESPN or TNT and goes in another direction, it may accelerate the deterioration of the cable bundle — as live sports is one of the last pillars keeping it alive. The league hopes to mitigate some of this complexity by marketing its NBA app and NBA.com as digital "front doors" to discover content, according to people familiar with the matter. The league hopes to get fans in the habit of first opening the app or NBA.com before being directly ported to a streaming service.” ⬇️🏀 #streamingtv #ctvadvertising #cordcutting #nba https://lnkd.in/eSf6B6sV

✨ ICYMI 2023 ✨ As the ad industry goes long into Super Bowl season, brands should think more broadly about live sports advertising. 🏈 Now that live sports is moving into the domain of streaming/CTV, it offers even more benefits to advertisers than it did as the last lifeline of linear, like: - wide audience reach, engagement, and loyalty - opportunities for creativity, new ad formats, and interactive elements - filling in Hollywood's content gaps Learn more: https://lnkd.in/gDmGtYAu #livesports #sportsmarketing #superbowl #brandgrowth

Sports advertising delivers audiences year-round 🏈⚾🏀⚽⛳ An analysis of sports viewership and ad exposure data from recent campaigns highlights how #sportsadvertising delivers audiences year-round. Check out the game-changing stats in Effectv's Sports Replay infographic. #ComcastEmp

Women’s sports score high for TV advertisers in new research https://lnkd.in/dHtyzCcN The report from Edo found double-digit year-over-year improvements in ad effectiveness during the programming.

Almost every major sports property has a free-to-air (FTA) component to their live sports rights strategy in their domestic market - all except for one... And whilst The Premier League continues to cash in on lucrative media rights contracts, their willingness to do deals with Pay-TV operators exclusively for their live content is fuelling the #piracy inferno hitting the industry. And let's not get started on the impact of the 3pm blackout on piracy... A knock-on effect of no FTA broadcasting reach is the void it leaves in their audience/ fan funnel to engaging more casual audiences and consumers not willing to pay high priced Sky subscriptions for access. Ultimately the reasoning for the approach comes down to basic economics - would the EPL ever be able to garner circa £6m+ a game from a FTA broadcaster? Unlikely. But if they were willing to consider the supplementary reach value as a marketing investment to offset the gap, then surely this would be worth it, and something that's been considered. Right? Therefore we have to ask why aren't they doing it? My guess is Sky are dictating more terms than we appreciate and the EPL now is stuck between a rock and a hard place in needing to answer whatever demands its top partner has in order to ensure they can continue to keep their cash-cow happy. So until the Premier League removes the 3pm blackout, and consider ringfencing even a small amount of games to reach wider audiences, they'll be losing opportunities to engage casual consumers, and driving younger fans into the dirty realm of piracy. We covered this topic at length on the latest hashtag #StreamTimeSports podcast in a special edition we dubbed the 'Great Debate' with our friends from the SportsPro pod. Search for 'StreamTime' on your platform of choice. #sportsbiz #linkedinsports

What does this mighty-morphin'🤖 data platform have in capability, and equal brand mindshare, that will build bridges over their own gardened-walls? This will challenge mid-tier players and linear television's dominance, offering advertisers comprehensive solutions to reach diverse demographics across platforms who love sports; so like, almost a lot of people, in general. Viewers like myself shift between streaming and plugging back into an a-la-carte liner/digital experience (cable included) regularly, so now advertisers are going to be offered cross-platform strategies on some of the most devout and engaged audiences from major league sports. This partnership enables flexibility in engaging fragmented audiences and seeks to transcend traditional linear or CTV capabilities. While mid-tier players seem best suited in holding-company arsenals, or carving out incredible first-party data friendly and innovative capabilities to stay competitive. For brands and agencies, leveraging the highly engaged and highly converting Social Media audiences with advanced tech focused on performance should keep them churning profits. And for a while maybe avoiding high premium fees for traditional media and wide-net casted audiences; even if they are hyperlocal such as a sports fan from Cleveland, Oh or an urban mom in market for baby products. In summary, this alliance signifies a new era in advertising, driven by media convergence and the power of audience data across screens. Watch this space 🤔 Ps. They aren’t even catching the falling bills off the piles of cash from upfront media dollars the likes of Amazon, Netflix, Youtube, and Apple. Lest I mention Meta and Google. And where are TikTok and IG in the long-form content game? More thoughts to follow. Read more about the new Super Team in town here: https://lnkd.in/eF5Wj8Hj

As viewership of women's sports grows, the ad dollars flow. But TV spots can be expensive - how can brands get in on the huge reach cost-efficiently? (Hint: diversify your portfolio!) We've refreshed & updated last year's popular article about live sports advertising for 2024: 🏀 https://lnkd.in/gDmGtYAu #sportsmarketing #sportsadvertising #ctv #ott #programmaticadvertising

Listening to some words from Scott Galloway this week regarding sports advertising, he said: "The one last bastion, the reservoir {for TV advertising} is live sports... it's not something you'll re-watch because, once it's over the magic has already happened" What does this mean? We'll endure live ads - because we have to. In a time where we're becoming accustomed to ad-free streaming on Netflix & such, sports licensing fees are skyrocketing as brands are (rightly) desperate to capitalise on the vast swathes of people tuning into live television. As ever, such an enormous opportunity equates to a significant challenge for brands looking to stand out in the increasingly crowded yet lucrative space. This challenge has been on our radar for a while at Brand Genetics. Last year we decided to take a closer look at how brands can use the science of validated human psychology to cut-through the noise & land meaningful interactions with fans around the world. The short answer = align with their motivations for watching sport. Shoot me a message if you want to take a look at the full report! #sportsmarketing #winningwithfans #humanpsychology