Good morning. It’s Monday, July 8, 2013, and this is your first early morning Sports briefing.
We are down to a little over a month before the launch of FOX Sports 1 on Aug. 17, and the company is planning to make its introduction to viewers when FOX presents the All-Star Game from Citi Field in New York on Tuesday, July 16. Already, the network is drawing publicity for its upcoming 90-second commercial slated to run during the game, with names that will reportedly include the likes of Jeff Gordon, Kasey Kahne, Alex Morgan, Joe Flacco, Patrick Willis, Bryce Harper, Georges St-Pierre, Canelo Alvarez, Mike Tyson and coaches like Lane Kiffin, Steve Lavin and John Thompson III.
Cynopsis Sports spoke with FOX Sports Media Group’s SVP and head of marketing Robert Gottlieb about the branding strategy leading in network’s launch next month and how the channel will be defining itself.
Gottlieb on the strategy behind FS1: The strategy first and foremost was to define our brand position, and determine how we were going to define ourselves and how we were going to communicate what Fox Sports 1 is and why it matters to viewers out there. We got to a place we really liked and that we feel really strongly about. The next stage was creative, and determining how we communicate this position through our commercials, print, online, and promos. The third step, of course, is the strategy, media placement buying, etc. which is a huge component in how we were going to launch the network. We have this tremendous machine at Fox which has FOX broadcasting, National Geographic Channel, FX, not to mention the regional sports channel, FOX News and FOX Business and so forth, and we felt like we never fully utilized it to make a push on a single property so it was really important that we turn the full power of the machine on for a launch like this, and use the value and the dollars that we don’t have to spend to leverage that into maximum exposure.
On brand message: It’s pretty simple, while it’s not a tagline, the message is that it’s time for sports to be fun again. There’s the perception that sports and sports television has gotten too corporate and fans ultimately want to come for fun. The fun of the great comeback, the fun of performances that we will never forget that give you goose bumps. It’s not about steroids, Tim Tebow and other BS that keep getting crammed down our throat. So for FOX Sports 1, it’s in our DNA. We make things more fun, more colorful and more vivid and that’s our position of what we are promising to viewers. Fans want an alternative.
On the All-Star spot: We don’t pay any of these guys so it was a herculean effort to put it together. Bill Battin handled the task, contacting all the agents, teams, clubs, stadiums, etc. It was a massive effort. Our league partners helped us by allowing us to do this by allowing us to use their images. The media for it is going to premiere during the All-Star Game as a 90 second spot, which is an enormous commitment from the company because they foregoes the revenue that the time would have brought in. That’s something we’ve never done before and it will premiere I believe during the fifth inning of the All-Star Game, which is the highest-rated window.
On the campaign he is most proud of: I have a soft spot from work we did several years ago when the All-Star Game was a Yankee Stadium, before it closed and the new one opened. We did a 60-second spot as well as some media around it, and it was heartfelt and emotional. I’m from New York so there were a lot of memories about Yankee Stadium and that one continues to resonate with me.
On the Air
Let’s catch up on the happenings from our “dark” week…
TNT’s coverage of the Coke Zero 400 at Daytona powered by Coca Cola handed the channel with a 3.5 household rating, according to Nielsen Fast Nationals. This is 6% over last year’s 3.3 U.S. HH rating with an estimated 5.7 million total viewers (up 4%). That marks the highest-rated and most-viewed NASCAR race on TNT since 2010. Viewership for this year’s Coke Zero 400 peaked during the final 15 minutes of the race with 7.3 million total viewers and a 4.5 rating.
Bolstered by more live programming hours in the second quarter than ever, NBC Sports Network reports that it averaged 633,000 primetime viewers during the period, marking the most-watched quarter in primetime in the network’s history as well as a 17% increase over year ago tallies, according to Nielsen. Q2 primetime viewership for the channel increased by 94,000 viewers over 2012, which also resulted in the largest year-over-year increase among all sports cable networks in the quarter.
The 2013 NBA Draft on ESPN averaged 2,999,000 viewers to score as the second most-watched Draft ever on ESPN, according to Nielsen. Viewership was up from 2,959,000 for last year’s telecast. The NBA Draft delivered a 2.4 coverage rating, which is up nine percent from a 2.2 in 2012 and tied for the second highest-rated Draft ever on ESPN.
While we are on basketball, NBA Digital’s Summer League 2013 coverage will include 62 live game telecasts in 16 days on NBA TV, with the action starting yesterday. Live event coverage will feature 24 Summer League games from Orlando (July 7-12), held at the Magic’s practice facility at Amway Center, and 38 Summer League games from Las Vegas, held at the Thomas & Mack Center and COX Pavilion from July 12-22, including the first-ever championship game on Monday, July 22, at 9p. Vince Cellini and Rick Kamla share play-by-play responsibilities in Orlando while Matt Winer, Chad Andrus, Matt Devlin and Joel Myers will each provide play-by-play for select games in Las Vegas.
Univision Deportes saw its coverage of the final match in the 2013 FIFA Confederations Cup finale, with Brazil besting Spain to take the Cup, deliver the highest-rated broadcast among the tournament’s 16 matches. Overall, the 2013 matches averaged 1.6 million Total Viewers, 899,000 Adults 18-49 and 475,000 Adults 18-34 for spikes of 99% among Total Viewers, 91% among Adults 18-49 and 73% among Adults 18-34 versus the previous 2009 Confederations Cup with the final match averaging 4.0 million viewers.
It’s almost time for the 2013 ESPYs and ESPN revealed that Ben Affleck and LeBron James will serve as presenters of the Jimmy V Perseverance Award and the Arthur Ashe Courage Award at the event. Affleck will present the Jimmy V Perseverance Award to Dick and Rick Hoyt, while James delivers the Arthur Ashe Courage Award to Good Morning America co-anchor Robin Roberts.
Speaking of celebrities, Chris Rock, film and TV star Kevin James, singer and actress Ashanti, and George Lopez will be among the stars to join Mets Legends and Baseball Hall of Famers in the 2013 Taco Bell Legends & Celebrity Softball Game at Citi Field on Sunday, July 14th. The Softball Game will be televised immediately following the Chevrolet Home Run Derby on ESPN on July 15th.
Meanwhile, the UFC is shifting from Vegas to New Jersey next year for its traditional Super Bowl Week card, according to Yahoo Sports. The event is slated to take place at the Prudential Center in Newark on Feb. 1, 2014, the day before Super Bowl Sunday and was reportedly announced during a video presentation at the UFC Fan Expo in Las Vegas on Friday, which detailed FoxSports 1′s coverage surrounding the 2014 Super Bowl.
NBC Sports Group will showcase the second edition of MLS Breakaway on Saturday, August 3, at 9p on NBC Sports Network. The special 90-minute “whip-around” show features multiple live look-ins to regional broadcasts of four games being played at that time. New lead MLS play-by-play voice John Strong and analyst Kyle Martino host.
Ronde Barber is heading back to the Bucs, this time as a game analyst for WFLA’s three preseason football games. Barber joins play-by-play veteran Chris Myers in the broadcast booth with Dan Lucas serving as sideline reporter.
Congratulations to this year’s winner of the Cynopsis Sports Impact Award, Stacey Allaster, Chairman and CEO of the WTA, who will be on hand at the Women of Action event in NY on Aug. 13. Tickets are on sale now for WoA as well as the Cynopsis Sports Business Summit on Aug. 14 at http://www.cynopsissportssummit.com.
A CYNOPSIS MESSAGE
Sessions Include: Personal Branding: Sportscasters; Beyond Pink: How Marketers Are Tackling Women; State of the Business.
ESPN revealed its roster of sponsors for the 21st annual ESPY Awards, which will be presented by Capital One on Wednesday, July 17, at 9p on ESPN. Returning associate sponsors include 20th Century Fox, Gatorade and Miller64 while first-time associate sponsors include Asics, Beats by Dr. Dre, Depend, GMC, Hennessy V.S., Old Spice, Unilever Clear, VIZIO and Xbox. GMC will be the presenting sponsor of ESPN The Magazine’s Tuesday night pre-party with Gatorade, Hennessy V.S., Miller64, Old Spice as well as VIZIO on board as associate sponsors. Miller64 will be the presenting sponsor of the official ESPYS Post Party.
The USTA announced that Esurance extended and expanded its sponsorship of the US Open and will continue as the official car insurance sponsor for the event through 2015. This year, Esurance will serve as one of three sponsors of the “US Open Social Wall,” a new fan enhancement to the 2013 US Open that showcases fan passion for the tournament by centralizing and displaying the most compelling US Open-related social content. Esurance will also be the presenting sponsor of the US Open iPad app.
NASCAR Team Properties reached a licensing agreement with Touch by Alyssa Milano to create a line of apparel for female NASCAR fans that will feature drivers such as Dale Earnhardt Jr., Tony Stewart, Danica Patrick and Jimmie Johnson.
NASCAR also announced a new multi-year official agreement with Eaton that makes Eaton an Official NASCAR Green Partner, with the designation “Official EV Charging Solution Provider of NASCAR.” The new collaboration includes the installation of 20 Eaton Level 2 electric vehicle (EV) charging stations at NASCAR offices in Daytona Beach, Charlotte and Concord.
Minnesota Vikings defensive end Jared Allen and the Professional Bull Riders launched a partnership to benefit Jared Allen’s Homes for Wounded Warriors (H4WW), the charity Allen established in 2009 to provide new handicap-accessible homes and remodels to wounded veterans, who served in either Iraq or Afghanistan.
Digital & Production
MLB.com closed the 2013 All-Star Game MLB.com Ballot Sponsored by freecreditscore.com with the second-highest single day of online balloting as 3.8 million ballots were cast. The league is now pushing for the 2013 All-Star Game MLB.com Final Vote for two remaining All-Star roster spots among 10 players, with balloting open until 4p on Thursday and will again include a social balloting element as Twitter support from the 10 candidates’ fans over the last six hours of balloting will count toward their final vote totals.
ESPN Digital Media accounted for one third of all sports category usage across digital platforms in May, according to the company and comScore’s Multi-Platform data, to continue its reign atop the platforms among all sports properties in average minute audience, total minutes of usage and total visits every month. Overall, ESPN digital properties attracted 47.9 million unique visitors, logging 4.9 billion minutes of usage and 632.1 million visits.
The Main Event, the featured game of the day sponsored by Thuuz, real-time sports discovery for mobile & connected TV platforms
National vs. Phillies 7:05pm EST tonight. Thuuz rating: 65
We would have picked A’s vs. Pirates but this is ESPN’s selection for Monday night baseball.
A CYNOPSIS MESSAGE
Cynopsis: Sports Business Summit
Engage Fans. Integrate Brands. Make Money. Score!
August 14 | Grand Hyatt NY
Leading executives from networks, leagues and teams will be on hand to deliver thoughtful, actionable perspectives on how to best grow brands, monetize value and tap into the unrivaled passion and enthusiasm of the sports fan.
ON THIS DAY in 1984: John McEnroe sweeps Jimmy Connors to claim Wimbledon.
In The Know: What MLB pitcher gave up the most home runs in the 2012 season? (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: The Arizona Cardinals franchise was originally established in what city? Answer: Chicago. Kudos: John Miller-NBC Sports Group/NY; Jordan Goldberg-Disney and ESPN Media Networks/NY; Pete Gautieri-A&E Networks/NY; Denis Barry-CBS Television Station Sales/NY; Chris Mccloskey-NBC Sports Group/Stamford; Joe Guarnieri-ESPN Remote Operations/Bristol; Brittany Lange-Sinclair Broadcast Group/Kalamazoo; Peter Gordon-PMGordon Communications/Orlando; Bobby Bittman-GSM, SCTV/Toronto; Jim Seifert-Sao Paulo; Chuck Gordon-Clear Channel Media/Mobile; Jim McDonough-Captivate/Chicago; Kevin Micklo-Two X Four Advertising/Chicago; Frank Forgey-Missouri Broadcasters Association/Jefferson City; Greg Moloznik-GLM Media/Scottsdale; David Hauptman/Denver; Aly Stogol-KOLD/KMSB/KTTU/Tucson; Rick Pike-InterMedia Advertising/Woodland Hills; Joe Pedri-KLAS/Las Vegas; Tony Reyes-RGH Entertainment/Woodland Hills; Neal Stevens-Stevens & Associates/Beverly Hills.
Later — Chris
Chris Pursell for Cynopsis | Sports
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