02/03/15: Super Bowl XLIX breaks a major milestone; Commercial rankings; Patriots win sets social media ablaze


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Good morning. It’s Tuesday February 3, 2015, and this is your first early morning Sports briefing. 

Records all around for NBC and the NFL as Super Bowl XLIX became the most-watched television program in US history, according to Nielsen fast nationals. Overall, data shows that the game saw 114.4 million tuning in with a rating of 47.5, which marks the best in 30 seasons, and a 71 share. Post-game coverage also was up, with 72.5 million viewers in the mix. Katy Perry also delivered for the network, with the halftime show garnering a 48.2/72 household rating, marking the highest-rated halftime show featuring entertainment ever. Boston topped all markets, drawing a 61.0/85, followed by New Orleans, Phoenix, Detroit and Norfolk. 

Meanwhile, the newly relaunched NBC Universo (which debuted yesterday to replace mun2) peaked at 457,000 viewers with 368,000 average viewers throughout the telecast for the contest, marking its most-viewed program outside of soccer in channel history.

The company’s live stream of the game also saw record traffic, setting Super Bowl records for average viewers per minute (800,000), concurrent users (1.3 million) and total minutes (213 million), according to Adobe Analytics.

“Last night’s Patriots-Seahawks Super Bowl ranks among the most exciting sporting events in U.S. history,” said Mark Lazarus, Chairman, NBC Sports Group. “Super Bowl XLIX delivered for all of our partners, proving once again that the Super Bowl is the most dominant and consistent property on television.”


Around the dial, with 346 hours of coverage devoted to the Super Bowl, ESPN and its networks report that fans watched 7,167,864,300 minutes of NFL programming during Super Bowl week, spanning the Pro Bowl on Sunday, Jan. 25, to NFL PrimeTime after New England’s win.

The International Tennis Federation struck a deal with beIN SPORTS’s global assets for a strategic media rights partnership for Davis Cup by BNP Paribas and Fed Cup by BNP Paribas. The seven-year agreement is designed to increase the global exposure and quality of Davis Cup and Fed Cup coverage, and will see beIN SPORTS work closely with ITF and their existing broadcasters, as well as produce and televise the competitions across its channels in some parts of the world.

International sports media rights company MP & Silva locked in a “comprehensive and strategic partnership” with the Football Association of Singapore designed to create new revenue streams. The alliance will focus on Singapore’s National ‘A’ team and age group teams and see MP & Silva help guide the development of Singapore football over the next six years. The deal will include a restructuring of sponsorship packages, the introduction of a new and revamped calendar of international events, and consultancy for the FAS’ media rights. “We are very proud of this holistic partnership approach and we look forward to applying our robust knowledge in media rights and developing new commercial opportunities with the FAS,” said Andrea Radrizzani, MP & Silva’s Founding Partner. “Football has always Singapore’s top-ranked sport, and we are excited to have this opportunity to work with the FAS.”
ESPN commemorates Black History Month in February with programming that will include the premieres of multiple special programs. Content will include Trailblazers; Past, Present and Future, which will team current African-American sports stars with living legends for “intimate conversations on challenges overcome and still ahead” and slated to run on Feb. 22 at 7p. In addition, the week of Feb. 8, SportsCenter and Outside the Lines will air a feature exploring why some athletes are now willing to be more politically outspoken and on Sunday, Feb. 15, the SC Featured segment on SportsCenter examines the importance of football at an underprivileged high school in Tuscaloosa, Ala., that through re-zoning became economically and racially segregated.

NFL Network’s Warren Sapp has been let go from the channel following his arrest for allegedly soliciting a prostitute, according to NFL.com. Reports stated that Sapp got into an argument and became physical with two women at a downtown Phoenix hotel over money.

Central FOX, the staple news show on FOX Deportes, revealed its new studio yesterday with the new digs slated to house each of the show’s four editions. The 3,000 sq. foot studio offers a variety of mini-sets as well as a multidimensional display wall comprised of 12 monitors, a main desk with capabilities for three hosts and a built in monitor, a custom built LED screen, a 2×2 monitor wall and informational graphics.

Jack Link’s Major League Fishing will see the Championship Round of the General Tire Summit Cup set to run on CBS Sports on Feb. 8 at noon. “The appearance of Major League Fishing on CBS Sports validates its increasing popularity. From the time we started filming in late 2011, Major League Fishing has grown steadily. We’ve added anglers, we’ve added events and we are going to continue to grow. But it’s important to remember that we’ve grown because we produce a terrific television show. And we’re certainly offering an outstanding show from Waterville, Maine,” said league General Manager Jim Wilburn.


Webinar: Generation Edge – Catching the New Wave of Viewers
Thursday, February 26, 2015 | 1:30PM to 3:00PM | Register Now

During this interactive, 90-minute webinar you will learn:
– How to use second screen activity like live-tweeting to boost ratings
– When to micro-targeting to different groups in this diverse population makes sense
– How to market in an organic way, with an unscripted digital and social campaign that hit home
– How to build influence through cause marketing


Back to the Super Bowl theme, TiVo Inc. released this year’s top most-engaging Super Bowl commercials. Overall, NBC aired 27 promos, 27, to the Fox count, 28, in 2014.
1. Budweiser – ‘Lost Dog’ (Song by Sleeping at Last)
2. Joyful Heart Foundation – ‘911 Delivery’
3. Doritos – ‘Middle Seat’
4. Nationwide Insurance – ‘Invisible Mindy Kaling’
5. Supercell: Clash of Clans – ‘Revenge’ Feat with Liam Neeson
6. FIAT 500X – ‘Blue Pill’
7. Snickers – ‘The Brady Bunch’ featuring Danny Trejo
8. Avocados From Mexico – ‘First Draft Ever’
9. Coca-Cola – #MakeItHappy
10. Nissan – ‘With Dad’ (Song by Harry Chapin)

The top ten Super Bowl spots according to TiVo research have been announced. But what came it at number eleven – BMW, Assurance or Sprint? The correct answer could win you a TiVo Roamio! Enter here.

Meanwhile, Hulu had its own ad rankings from the big game, naming Budweiser’s Lost Dog as the top ad of the Super Bowl on Toyota AdZone, marking the second year in a row the brand has claimed the spot. Here are the top five:
1.     Budweiser “Lost Dog”
2.     Snickers “The Brady Bunch”
3.     Clash of the Clans “Revenge”
4.     Fiat “Pill”
5.     Toyota “My Bold Dad”


On the social media front, Facebook reports that Sunday’s game was the most-talked-about Super Bowl ever on the platform. More than 65 million people joined the conversation on Facebook worldwide during the game, delivering 265 million posts, comments and likes. By comparison, last year’s Big Game saw 50 million unique people talking about the event on Facebook. During the final moments of the game, more than 1.3 million unique People Per Minute were posting, commenting, and liking content related to the Super Bowl when the Patriots claimed the trophy. States with the highest level of conversation included: New Hampshire, Rhode Island, Maine, Massachusetts and Washington. Meanwhile, the top five demos engaged were led by Women 25-34, followed by Women 35-44, Women 18-24, Men 25-34, and Men 18-24.

Twitter saw over 28.4 million global Tweets containing terms related to the Super Bowl and halftime show during the live telecast to become the most Tweeted @SuperBowl ever. The biggest peaks of Twitter conversation during the live telecast of the game:
1.      Malcolm Butler (@Mac_BZ) intercepts a pass by Russell Wilson (@DangeRussWilson) 1 yard from the goal line with 20 seconds left in the game: 395,000 TPM
2.      @Patriots defeat @Seahawks to become #SB49 champions: 379,000 TPM
3.      End of @KatyPerry’s halftime performance: 284,000 TPM


ESPN is debuting One Nacion, a bilingual online destination that “integrates ESPN content relevant to the U.S. Hispanic sports fan, serving as a hub for English and Spanish-language content available across ESPN and ESPN Deportes.” ESPN Digital media’s Antonietta Collins and ESPN Deportes’ Alfredo Lomeli will serve as hosts, presenting bi-weekly video segments that highlight the latest hot button topics of this diverse audience. “One Nación aims to provide a voice that’s inclusive and reflective of the entire U.S. Hispanic experience; their achievements and challenges,” said Hugo Balta, Senior Director of Multicultural Content for ESPN. “The project is a great collaboration between several entities across ESPN and ESPN Deportes. It further highlights the work produced across networks, platforms and sites, while better serving the Hispanic audience that navigates across both cultures.”


NASCAR named Chad Seigler as Vice President, Business Development where he will oversee revenue generation and lead a sales force comprised of representatives in New York, Charlotte, Daytona and Los Angeles. In addition to setting the business strategy, Seigler will also play a critical role in securing the new NASCAR Sprint Cup entitlement sponsor, as well as other Official and Entitlement Partnerships.


Be sure to check out the Lindsey Vonn hunting for a championship for the Women’s Super G at the 2015 FIS Alpine World Ski Championships on NBCSN at 12:55p.

ON THIS DAY in 2002: The New England patriots win their first Super Bowl.

In The Know: Which number has been retired the most times in the NBA? (Email Chris-Sports@cynopsis.com with your answer and be sure to include your name, company, city and time zone. Unofficial rules: Only the second four correct answers from each time zone will be mentioned; and once you’ve been mentioned in any of the Cynopsis editions, you can’t be mentioned again that calendar week.)

Answer to Our Last Sports Trivia Question: From what school was inductee Charles Haley drafted? Answer: James Madison University. Kudos: Michael Ritz-BucStar Consulting/NY; Kyle Helm-CBS Sports/NY; Rob Thompson-North American Sports Group/Saratoga Springs; Synda Kollman-Charter Marketing Group/Boca Raton; Lynette Taylor-Honest Tea, Inc./Bethesda; Andy Pittman-Texas A&M University/College Station; Robert Teinowitz-Live Action Media/Chicago; Judie Henninger-Valentine Productions Inc/Santa Monica; Tom Moore-Kalt Productions/LA; David Westberg-SAG-AFTRA Los Angeles local/LA.

Later — Chris
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