Tuesday, February 7th, 2012

Cynopsis: Sports

Good morning. It’s Tuesday, February 7, 2012, and this is your first early morning Sports briefing.

Much like the game itself, NBC has a close call but pulled it out in the end. Nielsen reports that the network’s broadcast of Super Bowl XLVI officially scored as the most-watched television program in U.S. history and that the game became the highest-rated Super Bowl in 26 years, according to fast national data. The game clipped last year’s mark, set by FOX, with 111.3 million average viewers (compared to 111.0 in 2011) and drew a 47.0 rating with a 71 share. Among adults 18-49, the contest scored a 40.5, the best in that demo in 16 years. In total viewers, the tight game drew a total audience of 166.8 million viewers, also a high mark.

On the Air

Singer M.I.A apparently got what she wanted from the game, a bevy of media mentions, after giving a television camera the finger during Madonna’s performance of “Give Me All Your Luvin” at halftime. Her actions forced the NFL as well as NBC to officially apologize for the incident.

In a pre-Super Bowl game, FOX carried the Premier League’s Manchester United/Chelsea match live on Sunday and drew a 1.0/2 rating/share in overnight ratings for the channel, according to Nielsen. That score is up 11% over the network’s last live game, which delivered a 0.9 two weeks ago. In the DMAs, New York and Washington DC led all markets with a 1.6/4, followed by Portland, Birmingham and Austin with a 1.5.

With record-breaking TV deals and a slew of networks on the way, the Pac-12 Conference extended the contract for Commissioner Larry Scott through 2016. The league board of directors unanimously approved the extension, with Scott’s tenure highlighted by the additions of Utah and Colorado, a 12-year television deal with Fox and ESPN that is worth around $3 billion and the creation of the Pac-12 Network and Pac-12 Digital Network.

Manny Pacquiao’s adviser told ESPN that the boxer has agreed to terms to defend his welterweight title against junior welterweight titlist Timothy Bradley Jr. on June 9. Although Bradley’s people are still finalizing their end of the deal, the match would be held at the MGM Grand in Las Vegas.

SPEED is gearing up for NASCAR season with an extensive Daytona Speedweeks programming lineup the begins Feb. 16 with reports from Media Day on a special live two-hour edition of NASCAR Race Hub followed by the Budweiser Shootout Selection Show the next day at 8:30p. NASCAR Race Hub then goes live from Daytona on Feb. 20-22, with Steve Byrnes hosting, Danielle Trotta reporting and analysis from Larry McReynolds, Randy Pemberton and Matt Clark. The channel’s coverage of the NASCAR Camping World Truck Series will open its season Feb. 24 at 7p. 

MSG Network is set to telecast the New York Giants’ Championship Parade in New York City today at 11:00a with coverage of the event that includes the entire parade route, as well as the following City Hall ceremony with New York City Mayor Michael Bloomberg. Al Trautwig will host the festivities from MSG’s studios at 11 Penn Plaza. The ticker-tape parade is slated to begin at Battery Place and Washington Street and will continue up Broadway to Worth Street.

MSG Networks also announced that the channel is making that Feb. 11 Sabres/Lightening game available to fans who lost the channel due to the channel’s feud Time Warner Cable. MSG’s coverage of the game will now be telecast on WGRZ-TV (Channel 2) in Buffalo and WHEC-TV (channel 10) in Rochester, along with a full postgame show.

Boxer Jeffrey Fraza, who competed on reality series The Contender in 2005 (where he was known as Hell Raza) was killed yesterday morning when he was hit by an oncoming train near his hometown in Haverhill, Mass, according to reports. Fraza had been looking to make a comeback in the sport.

Sponsorship & Promotion

According to the TiVo Stop||Watch data from the Super Bowl, which uses aggregated, anonymous, second-by-second audience measurement data from a sample of 41,666 anonymous households through the service, the most engaging ads, with the biggest bumps in viewership relative to the surrounding 15 minutes of programming are as follows:
1)      Man’s Best Friend          Doritos
2)      Ms. Brown                    M&Ms
3)      Sling Baby                    Doritos
4)      Kings Court                   Pepsi
5)      The Dog Strikes             Volkswagon
6)      Win a Million Bucks         NFL
7)      Seinfeld                       Acura
8)      Supermodel                   Fiat
9)      Happy Grad                   Chevy Camero
10)     Fatherhood                   E*Trade

Coca-Cola reports that the company’s “Polar Bowl” promotion outweighed expectations during the game, according to Ad Age, and the company was forced to add servers to accommodate viewers. At kickoff, around 32,000 people had RSVP’d on Facebook (which was 15 times the goal) which led to the brand’s team to prep for 300,000 concurrent users via live stream. However, by the time the third quarter was in progress, more than 600,000 users were watching the stream, and capacity had been increased to allow for 1.1 million users.

Digital Fields

Twitter is reporting some new benchmarks that were set during the Super Bowl, with the game generating 12,233 tweets per second at the end of the game to rank number two all-time, behind only December’s announcement of the Japanese anime movie Castle in the Sky. Madonna’s performance ranks third all-time, coming in at 10,245 every second.

Chrysler’s Super Bowl ad featuring Clint Eastwood is causing some confusion, as the commercial was temporarily pulled from the brand’s YouTube channel due to an alleged copyright claim from the NFL. The problem is that the league says it didn’t file a copyright claim and a spokeswoman for Chrysler told a reporter that she wasn’t sure why the video was pulled. An investigation is now underway.

The Main Event

Florida/Kentucky on ESPN at 7p.


Cynopsis: Sports Media Awards


Entry Deadline: March 16, 2012  |   Late Submissions: March 30, 2012
Awards Event: Summer 2012 (NYC)

Click here to learn about the Awards program & enter online!

ON THIS DAY in 2010: The Saints capture their first Super Bowl with a 31-17 win over the Colts.

Answer to Our Last Sports Trivia Question: Buffalo’s NBA franchise is now known as which team? The LA Clippers. Kudos: Glenn Schineller – Time Warner Cable/Charlotte; Shawn Gerchicoff – Turner Sports/Atlanta; Rich Dubroff – CSNBaltimore.com/Baltimore; Zach Linder – WWE/Stamford; Ron Salcedo – Zimmerman/Nashville; Paul Tarrants – RTM Productions/Nashville; Tom Akers – Outdoor Channel/Chicago; Alan Perris – The Television Academy/North Hollywood; Brad Haag – Yahoo! Commerce/Santa Monica; Paul Barrere – Cox Reps/LA; Don Wollman – Big Brother/Los Angeles.

In The Know: What was the last PAC-12 team to win the men’s NCAA Tournament? (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.)

Later — Chris
Chris Pursell for Cynopsis | Sports

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