06/18/14: US victory draws nearly 16 million to ESPN, Univision; CSE’s World Cup Social Insights; Panasonic hitches a ride with Jeff Gordon



CYNOPSISSPORTS
06.18.14

Good morning. It’s Wednesday, June 18, 2014, and this is your first early morning Sports briefing. 

With nearly 16 million combined viewers tuning in, ESPN and Univision continued to roll as the US team took the stage for the first time at the FIFA World Cup. ESPN’s coverage marked the network’s highest-rated and most-watched men’s soccer match ever, averaging a 6.3 household Nielsen score with 11,093,000 viewers. The contest also generated a 469,000 average minute audience on WatchESPN, marking a product record for an event which had a total of 1,400,000 viewers and 62,400,000 minutes viewed for the contest. DC led all markets for the telecast with an 11.8 rating, followed by New York (10.2), Hartford-New Haven (10.1) and Boston (10.0).

ON THE AIR

Univision Deportes’ presentation of the US/Ghana match ranks as the most-viewed USA match in the company’s World Cup history. The match delivered 4.8 million Total Viewers, according to Nielsen, to outpace the opening US match of the 2010 World Cup by 17% in the category. Overall, FIFA World Cup Brazil 2014 is up 48% among Total Viewers over its coverage for the 2010 tournament, and up 36% among Adults 18-49 through 14 matches. Digitally, the first five days of the 2014 World Cup rank as the top five most visited days in Univision Digital history with Monday topping the list with over 8.0 million visits.

The NFL launched the website protectfootballonfreetv.com in a counteroffensive to the FCC’s proposal to end sports blackouts, writing “Pay-TV lobbyists have manufactured a controversy in an effort to change the current rule and charge fans for games that they currently watch for free. We cannot let these special interests dictate what is best for NFL fans and their communities.” The site lists CBS, Fox and the National Association of Broadcasters as supporters in its move to block the FCC.

Rogers revealed the two newest members of its NHL Canadian broadcast team, announcing that Elliotte Friedman and Scott Oake had signed on. The pair will work NHL national coverage across all Rogers properties, as well as Hockey Night in Canada, starting this fall.

FOX Sports is slated to partner with Mike Tyson’s Iron Mike Productions for the first time starting July 10 at 10p on FOX Sports 1 and FOX Deportes. The card will see three matchups, including a main-event IBF Junior Lightweight Championship bout pitting Argenis Mendez/Rances Barthelemy. Earlier in the week, Oscar De La Hoya’s Golden Boy Live! will also offer a pair of bouts on July 9 at 10p, including Alfonso Gomez/Ed Paredes in a 10-round junior middleweight main event.

NBA TV wrapped up the NBA Playoffs boasting primetime delivery that was up 63% among total viewers and total day viewership increasing 30% over last year. The network also saw its post-game coverage rise 14% over 2013. NBA TV netted its most-viewed game coverage of all time and its two most-viewed telecasts ever during the 2014 NBA Playoffs with the channel’s 7 games hitting 720,000 total viewers to rank as the network’s most-viewed NBA Playoff coverage of all time and up 137% vs. comparable first round coverage last year. Meanwhile, NBA Digital set all-time highs during the playoffs with page visits increasing 16% and page views being up 15% over last year.

Save the date! The 2014 Cynopsis Sports Summit is set for NY on Aug. 19-20 this year. Don’t miss out on some of the industry’s most dynamic and influential speakers breaking down the most important issues of the industry. The agenda/list of speakers for the Summit and this year’s Women of Action will be announced in mere days.

Pac-12 Networks announced its 2014 men’s soccer TV slate with 33 games on deck. Every Pac-12 team will appear on the Networks at least nine times, with Washington leading the way with 12 appearances. The action begins Aug. 31 with UCF/Oregon State at noon PT.

After locking in a deal with Seven Network, the NFL has now pinned down ESPN in its Australia push. The multi-year deal will give the channel three live games each week, with the lineup set to include Thursday and Monday Night games, as well as the season-opener, a Thanksgiving game, the play-offs, Pro Bowl and Super Bowl. ESPN will also carry NFL RedZone.

Glory Kickboxing will host its first PPV this weekend with Glory: Last Man Standing. Fight Sports Network’s World Championship Kickboxing series will broadcast in 37 countries from LA on Saturday.

WORLD CUP TRENDS: CSE’s Social Branding at the World Cup

Social World Cup: USA vs. Ghana Recap & June 17th games
As the world turned its attention to the USA’s opening game on Monday evening, over 4.9 MM tweets were sent out during the 2-1 victory over Ghana. Today, CSE examines a couple brands that stood out during the day, as well as the games on June 17th, including the highly anticipated Brazil vs. Mexico game.

June 16:
Budweiser’s #ManoftheMatch
The #ManoftheMatch hashtag that has been heavily promoted by Budweiser registered its biggest day thus far, with 2.3 times as many tweets as the previous 4 days of the World Cup. The largest volume of tweets occurred during the Germany/Portugal game as opposed to the USA game as many would expect. Additionally, total votes crossed the 1 MM mark for the tournament on Monday evening.
Brazil/Mexico:
As we watch and listen from a social perspective to the Brazil vs. Mexico game, many brands begin activating again. Head & Shoulders (@HSforMen) provided their take on the famous “Ole” chant, while Powerade once again showcased country colors atop their Powerade bottles for the #PowerThrough promotion (after being radio silent during Belgium vs. Algeria.) However, real-time activation has seen a dip in tweets since the start of the World Cup. After an opening game high of an estimated 9,500 total tweets involving brands and World Cup related content, Brazil vs. Mexico generated 1/2 of that total social conversation from brands.
June 17:
Brand Activation
As we saw in the Ivory Coast-Japan game, late last Saturday evening, activation during the Belgium-Algeria game was less about the World Cup and more about promotion of products. Ocial World Cup Partners, McDonald’s and Moy Park, tweeted to request followers to submit summer pictures, while providing guidelines on cooking safety. Neither brand mentioned the World Cup in their tweets. As previously mentioned, these were posts that resembled communication delivered during Saturdays evening game. Also in the Ivory Coast-Japan game, 11 minutes passed between brand speci?c World Cup tweets . As Yahoo! Sports broke the silence, they asked fans “How many total players in this match can you name?” The lack of content and activation by brands in certain games is extremely telling as to which countries sponsors believe hold the power of marketing, and listening by consumers, in the 2014 World Cup.


A CYNOPSIS MESSAGE


Cynopsis Digital is proud to launch the highly anticipated…

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SPONSORSHIP & PROMOTION

Jeff Gordon will be flying some new colors, as Panasonic has deepened its tied with Hendrick Motorsports via a new multi-year deal that includes primary sponsorship of Gordon’s No. 24 team for two Sprint Cup races annually. The brand will also serve as an associate-level partner in all other events. It will mark the first on-car branding for Panasonic since joining Hendrick Motorsports as a technology partner in 2007 and runs through the 2016 season.

ZenithOptimedia reports that the World Cup will push global advertising by 5.4% this year. In the company’s new Advertising Expenditure Forecasts, they predict that the tournament will boost global adspend by an estimated $1.5 billion this year, with the biggest impact taking place in Latin America.

Tomorrow, we’ll be presenting the case study “Culinary Beats,” starring Citi, Razorfish, & Yahoo! This video partnership, which explores the intersection of food and music, is just one of the brand moments planned for our Digital Monetization Summit this Thursday the 19th. Register here.

Buffalo Wild Wings yanked its sponsorship from its annual bowl games, according to the Arizona Republic. The Arizona-based bowl game, formerly the Buffalo Wild Wings Bowl and Insight Bowl, is owned by the Fiesta Bowl, which also saw title sponsor, Tostitos, depart in recent weeks.

SOCIAL MEDIA

Twitter reports that yesterday’s Brazil/Mexico contests generated the second most Tweets for a World Cup match so far, breaking the 8.95 million threshold. Overall, there were nearly 2 million mentions of Mexico goalie Guillermo Ochoa during the game. Day one’s Brazil/Croatia game is still tops with 12.2 million Tweets.

DIGITAL & TECHNOLOGY

ESPN saw more than 750,000 fans concurrently streaming on WatchESPN during yesterday’s Brazil/Mexico match. That bests the all-time record for the platform for the tournament, set just a day earlier with USA/Ghana.

Telemundo launched a new version of its Deportes Telemundo app for mobile devices as part of a re-launch of its digital sports platforms. The app offers videos, news, scores, statistics and analysis of sports events, including Liga MX, Barclays Premier League and Spanish League soccer, as well as coverage of the World Cup. Fans can also use it to access programming, including Titulares Telemundo, Boxeo Telemundo, Titulares y Mas and Ritmo Deportivo.

High school sports digital channel, the NFHS Network, announced that during its inaugural year, the platform drew more than 3 million unique viewers from across the United States to watch live coverage of 28,000 events produced by its member states and schools. It also generated more than 10 million video views this year.

THE MAIN EVENT

Spain/Chile at 3p on ESPN/Univision.


A CYNOPSIS MESSAGE


Cynopsis Digital BIG Monetization Summit

It’s not too late to REGISTER for the Summit Tomorrow!

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Content and ____ are King
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ON THIS DAY in 1960: Arnold Palmer wins the US Open.

In The Know: Sylvester Stallone, Michael Caine and Pele starred together in what soccer-themed movie? (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: What fellow baseball great was elected to the Baseball Hall of Fame with Tony Gwynn in 2007? Answer: Cal Ripken Jr. Kudos: Phyllis McQuillan-MSG Media/NY; John O’Neill-InStadium/NY; Denis Barry-CBS Television Sales/NY; Mike Donato-ABC/NY; Ken Nice-Yoh/Silver Spring; Dave McKeand-Touchstorm/Richmond; David Schaefer-Golf Channel/Pinehurst; Julie Block Padden-Media Works/Baltimore; Ryan Nolan-Sportsman Channel/New Berlin; Matt Sautter-OpenTV/Golden; Doug Verb-ACTION Sports America/Las Vegas; Jim Himmel-TCB Media/San Clemente; Willie Price-American Forces Network/Riverside; John Mazur-KCET Studio and Production Facilities/Burbank.

Later — Chris
Chris Pursell for
Cynopsis | Sports @VegasandVine
06.18.14

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