tailieunhanh - Lecture The sports event management and marketing playbook (2nd Edition): Chapter 13 - Frank Supovitz

Working with Broadcasters. This chapter’s objectives are to: Understand and appreciate the importance of economic, social, cultural, political, and environmental sustainability for planned events; recognize and understand the economic, social, political, cultural, and environmental changes that are affecting the global events industry; | Working with Broadcasters Sports Event Management and Marketing Playbook Play 13 Working with Broadcasters: Overview The ability of a broadcast to make an event available to an exponentially larger audience than the live crowd alone can position a sport like no other promotional tool The vast majority of the sports events currently being staged will never enjoy broadcast coverage Working with Broadcasters: Overview With broadcast rights fees rising at incredible rates, it is important that the broadcast meet all parties’ expectations, needs, and goals There are a variety of business relationships that sports event organizers and broadcasters can enter, each with different fee structures Key Terms Ratings Market share Rights fee Fee-based rights holder Fee-free rights holder Time buy provider Broadcasters In the business of making money while serving their viewing and/or listening audience Majority of their revenues come from selling commercial time or advertising space Additional . | Working with Broadcasters Sports Event Management and Marketing Playbook Play 13 Working with Broadcasters: Overview The ability of a broadcast to make an event available to an exponentially larger audience than the live crowd alone can position a sport like no other promotional tool The vast majority of the sports events currently being staged will never enjoy broadcast coverage Working with Broadcasters: Overview With broadcast rights fees rising at incredible rates, it is important that the broadcast meet all parties’ expectations, needs, and goals There are a variety of business relationships that sports event organizers and broadcasters can enter, each with different fee structures Key Terms Ratings Market share Rights fee Fee-based rights holder Fee-free rights holder Time buy provider Broadcasters In the business of making money while serving their viewing and/or listening audience Majority of their revenues come from selling commercial time or advertising space Additional revenue from subscriber fees from cable providers and in-program recognition of partners Formats can be local, regional, national, international, Web-based Ratings vs. Market Share For TV broadcasters, profit potential is driven by how many viewers they can attract Ratings – Percentage of total households tuned to a specific program – whether TVs are on or off By Nielsen standards, one ratings point is equivalent to one percent of total . households (current approximately 116 million) Market share – percentage of televisions tuned to a particular program compared to all of the televisions being watched during the same time period What Broadcasters Want From Sports Events Viewers High ratings and market share Exclusive, superior programming Commercial Sales Potential Cash from event sponsors Attractive programming for advertisers Exclusivity No other real-time broadcasters (TV or Internet) What Broadcasters Want From Sports Events High Quality Production Intimate, unobstructed camera