Monday, January 30th, 2012



NCAA March Madness
176 Million Engaged Viewers

More Minutes on More Screens
4 TV Networks – TBS, CBS, TNT, TruTV
3 Websites, Mobile, Out of Home & Social

Marketing and Promotional Opportunities

The Road to the Final Four Starts HERE
Source: 2011 Nielsen Custom Research Study; fusion of Nielsen (P2+), Arbitron (P6+), Omniture (P2+) and Bango (P13+) databases

Cynopsis: Sports

Good morning. It’s Monday, January 30, 2012, and this is your first early morning Sports briefing.

Nearly a year after announcing a rebrand that produced the CBS Sports Network, the channel continues to make moves designed to strengthen its position in the world of broadcast sports. Among the shifts in recent months include adding talent such as Jim Rome and forming broadcast deals with the likes of Professional Bull Rising, Major League Lacrosse and National Lacrosse League. Cynopsis Sports spoke with David Berson, Executive Vice President, CBS Sports and President, CBS Sports Network about the network’s strategy shift, its ties to CBS and Showtime, and how distribution has been affected by the moves.

Berson on the overhaul at CBS Sports Network: We have made a lot of changes over the last year that included the name of the network as well as to the content where we have, in fact doubled the amount of live hours that we have on the network. One of our objectives has been to increase the daily, timely, live and relevant content on our air. Tim Brando was obviously important for us by having a consistent live, daily presence with a recognizable personality. Rome was another really big move for us and a sign of the direction we are going here. His show will be launching on CBS Sports Network on April 3rd, the day following the NCAA championship game. We have expanded our number of live college football studio show hours. On the event side, we made a bunch of additions to several college conference extensions and new deals. We also branched out beyond the college stuff with two lacrosse deals – Indoor and outdoor lacrosse leagues and PBR (Professional Bull Riding).

On integration within the CBS family: The CBS Sports Network is far more integrated into the fabric of CBS overall now. When you look at the Jim Rome deal, CBS Sports and CBS and Showtime are all also involved and it shows how we can use a brand like that on all of the CBS platforms. Game of Honor was another example of that. These moves give you a sense of the changes we have made and the great momentum we have moving forward.

On distribution: We’ve grown over 8 million households since last year. We are now seen in 45 million homes and passed through 98 million homes. In other words if you have cable or satellite you basically can have the network. Either you have it now or a simple phone call will allow you to get it. If you have cable or satellite, it is available to you. There has been tremendous progress there as well and partnerships with all of our affiliates that are also seeing all of the incremental value of the expanding programming and promotion and integration with all of the sports assets.

On programming plans for National Signing Day on Feb. 1: We are all putting all of our resources in to it. This is where all of the assets from all the different platforms of CBS Sports are getting together to cover this on television and online. It’s really a sign of the progress we have made that we will continue to make about integrating all of our assets to serve the fans interested in the content. We are bringing in Tom Lemming, former UCLA coach Rick Neuheisel and former Illinois coach Ron Zook, really everything he can to produce an amazing experience for college football fans.

On the Air

It will probably be tragic how many people probably didn’t see Sunday’s epic Australian Open Men’s Final when ratings come out later today. The match went five hours and 53 minutes and ended at 1:37 in the morning local time by Novak Djokovic beating Rafael Nadal.
UFC on FOX 2 took the top spot among adults 18-49 on Saturday night, delivering a 2.2/7 rating/share for the broadcast, and delivering 4.37 million viewers for the network in Nielsen’s overnight ratings. The event reportedly drew 17,425 in attendance as well as a live gate of $1.2 million, according to reports.

Voting for NBA TV’sFan Nightpresented by Sprint has elected the Nuggets/Grizzlies to the schedule, where it will run on tomorrow at 8p. The match-up was selected by fans who voted through, NBA’s Facebook page, and

Speaking with reporters at the NHL All-Star Game over the weekend, NHL Commissioner Gary Bettman announced that the 2013 All-Star festivities would take place in Columbus.

CBS will run Super Bowl’s Greatest Commercials Wednesday night at 8p, hosted live by Boomer Esiason and Jillian Michaels. The program will count down the 10 “greatest Super Bowl” commercial brands vying for the top spot, with fans able to vote at to decide which is the greatest. Each brand will showcase three of the most popular ads, with brands including Budweiser, Bud Light,, Coke, Doritos, E*Trade, FedEx,, Pepsi and Victoria’s Secret.

Sirius XM Radio announced today that former Indianapolis Colts Vice Chairman Bill Polian is back in the spotlight, joining SiriusXM NFL Radio where he will make his debut today on Late Hits. He’ll host the show again on Wednesday and Friday and will be heard regularly on the channel throughout the year.

Bellator Fighting Championships announced that the promotion will come back to Louisiana for MTV2’s Bellator 61 on Friday, March 16. The event will feature a rematch between Eric Prindle and Thiago Santos to determine a winner from last season’s heavyweight tournament.

CBS 2 New York is dedicating the week to the Giants, slating extensive team coverage of the team’s Super Bowl preparations in Indianapolis during the station’s 4:30-7:00 a.m., Noon, 5 p.m., 6 p.m. and 11 p.m. newscasts this week. Among the highlights will be: today’s introduction of Lisa Kerney as the station’s weekday morning sports reporter, and a pre-Super Bowl special Road to Glory, a live one-hour special from Indianapolis that will air from 7:00  8:00 p.m. on Saturday, February 4.

I always enjoyed seeing the Super Bowl props, but here are the best ones related to TV from Bovada:

  • What will the TV rating be for the Super Bowl? Over/Under 47.5
  • Which region will have the higher local TV rating? Boston/New York
  • How many viewers will stream the Super Bowl online? Over/Under 1.5 million
  • How many times will Peyton Manning be shown on TV during the game? Over/Under: 3.5
  • How many times will Giselle Bundchen be shown on TV during the game? Over/Under 0.5

Sponsorship & Promotion

That 10-second clip of Matthew Broderick back as Ferris Bueller teasing an upcoming Super Bowl spot was now generated nearly 3.5 million views on YouTube. Website Jalopnik reports that the clip is really a tease for a Honda commercial that will feature its vehicles recreating some memorable scenes from the movie.

Marvel Studios announced that the company will host a Global Twitter Chat tomorrow at 2p to help drive anticipation of the upcoming Super Bowl commercial for The Avengers, according to reports. The half-hour tweeting event will include Tom Hiddleston aka Loki, Clark Gregg aka Agent Coulson as well as director Joss Whedon.

NASCAR has announced that WIX Filters will serve as the primary sponsor for Ryan Newman of Stewart-Haas Racing for four races during the 2012 NASCAR Sprint Cup Series season. The sponsorship will debut during the Budweiser Shootout at Daytona International Speedway on Feb. 18.

Friday’s report inadvertently read that Coors Light would serve as a sponsor for the 40 car this season, it turns out that the deal was only correct in my head. They will, however, remain the official beer of NASCAR.

CALL FOR ENTRIES: Think you’re an MVP in the world of sports media or will your rivals steal the spotlight? Enter the Cynopsis Sports Awards and bring home a crystal award for your shelf, recognizing the grit and strategy you’ve shown all year long. The awards will cover the best of 2011 from the world of television, radio and online, with categories that range from news shows to apps to marketing campaigns.

Digital Fields

After daring hackers to try a second attack on the UFC website, UFC President Dana White was obliged. The hacker group Anonymous posted White’s personal information, which included his Social Security number, cell phone number and address, was published online mere moments after he defended his support of SOPA. In addition, the UFC site was attacked for the second time in a week. The group tweeted, “We wonder if Dana White will ask Anonymous to hack him again tomorrow.”

The Main Event

Thunder/Clippers square off at 10:30p on NBA TV.




Cynopsis: Sports is proud to launch our first-ever…

Cynopsis Sports Media Awards

Recognizing the best in show both in front of and behind the cameras. For the first time, the sports industry will have an event that takes the talented work of producers, hosts, sponsors and executives alike, saluting the initiatives that drove audiences and turned sports viewers into fans.

For more information and to enter online, visit the Awards web page: .

ON THIS DAY in 1971: The UCLA men’s basketball team begins an 88 game winning streak.

Answer to Friday’s Sports Trivia Question: Who missed that kick in 1991? Scott Norwood. Kudos: Ross Molloy – CBS Sports Network/NY; James Stuart – The NBC Sports Group/NY; Dereyck Moore – NBA Digital/Atlanta; Liz Soucise – MediaCom/NY; John Kukla – KDFW/Dallas/Fort Worth; Mike Patterson – Turner  SI Digital/Chicago; Bill Robertson – Tunheim Partners/Bloomington; Greg Moloznik  GLM Media/Scottsdale; Alan Perris – The Television Academy/North Hollywood; Willie Price – American Forces Network/Riverside; David Chill – DIRECTV /LA; Adam Deverell – Cox Reps/LA.

In The Know: What team did Ferris Bueller go see on is Day Off? (Email 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.)

Later — Chris
Chris Pursell for Cynopsis | Sports

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