CYNOPSISSPORTS
08.15.16 Good morning. It’s Monday August 15, and this is your first early morning Sports briefing.
NBC Olympics saw Saturday’s primetime coverage of the Rio Games notch a Total Audience Delivery of 26.8 million viewers for a markup of 14% over the Total Audience Delivery on the opening Saturday of the Games, and drew a 15.0 household rating. After 9 days, the NBC-only average primetime viewership his hitting 27.9 million viewers and household rating 15.5, off-pace from London, but still dominating the evenings, according to Nielsen fast national data. Highlights of the day included Golf Channel’s afternoon Olympic men’s golf coverage growing viewership 336% among over the same Saturday in 2012. Meanwhile, NBC Olympics on Friday topped 2 billion streaming minutes via NBCOlympics.com and the NBC Sports app, with 1.67 billion being watched live.
The introduction of Total Audience Delivery was a hot topic when Mark Lazarus, Chairman of the NBC Sports Group, and Alan Wurtzel, President of Research & Media Development for NBC Universal spoke with reporters about the state of the coverage. Highlights of the conversation are below…
Lazarus on NBC’s Olympic coverage: We are aggregating audiences at a scale that nobody has ever seen before. To top that, this will be our most economically successful Games in history, and it’s by far the most viewer friendly TV event of all time. In addition, we’re delivering for all of our affiliates, our MVPD partners, as well as all of our advertisers. We spent years preparing for this and our team has worked tirelessly to put us in this position. We’ve been part of a changing media landscape, and NBC and Comcast have been and are leaders in that.
On the halo effect: On NBC, these Olympics have a big halo effect for the rest of our businesses and our company. The Today Show and Nightly News, Access Hollywood, all of which are here in Rio, have shown large increases, especially among young audiences. In the 18 to 34 demo, The Today Show this week is beating the combined total of its competitors, and nightly viewership was up 98% from last week. Access Hollywood has nearly tripled its 18 to 49 viewership versus last month. The Tonight Show, which followed Opening Ceremony, had huge viewership in the 18 to 49 demographic and jumped 72%.
Wurtzel on Total Audience Delivery: Now, what the TAD does is to measure how many viewers have seen Olympic content in prime across three buckets broadcast television, cable, and our streaming platforms. But what makes this different is that we’ve converted all the digital usage measurement into a Nielsen-like metric. So by harmonizing the data, we have a measure that offers us an average minute measure of viewership. And when we roll these buckets up, we get the most accurate picture of each day’s Olympic consumption, and our primary audience research reflects these changes in consumer behavior. For example, 65% of our viewers say they’re watching the Olympics much differently now than they did several years ago. And almost half are using more screens to follow the games than ever before.
On second screens: Now, it’s only a few days in, but we’ve already seen some really interesting findings. Among people who watched the first three days, 80% used TV and at least one other device to follow the games. And that’s up from 61% in Sochi, which is only two years ago. Not surprisingly, the smartphone is now the device most often used to follow the Olympics on digital platforms by 80%, and that was 70% in Sochi, and 54% of adults 18-plus have used social media simultaneously during the first three days of the Olympics.
On Olympic sponsorship: According to Nielsen’s TV Brand Effect, something that used to be called IAG, for those of you familiar, through the first nights of Rio, first three nights, roughly 60 ads have aired, both in Olympic prime and the identical ads were aired elsewhere in prime. Among 18-49, these ads had a 39% better recall and generated 28% better overall brand resonance inside the Olympics than outside. Interestingly, these common ads have been especially impactful among the elusive millennial, 18-34. With them, the recall was nearly twice as high. 93% lift in Rio versus outside and generated 36% better overall breakthrough, best than London’s 27% when we compare inside the Olympics to outside. And that superior engagement translates to the most important attribute, consumer behavior.
Meanwhile, NBCSN is seeing its Olympic coverage average 1.63 million viewers for its extended primetime programming for the first six days of the Games. The ranks as primetime’s top cable network over that span, according to national data from Nielsen, with the channel serving as the most-watched sports cable network on each of those six nights. Saturday night’s telecast averaged 1.44 million viewers, with coverage including U.S. women’s field hockey and U.S. men’s volleyball.
A long run of programming surrounding Manny Pacquiao bouts with HBO appears to be broken, with the boxer’s longtime promoter Bob Arum of Top Rank telling the Los Angeles Daily News that the company will not be attached to his Nov.5 fight against Vargas. "We’re going to be distributing (Pacquiao/Vargas) in other ways, but it will definitely not be distributed by HBO PPV," he said. HBO, meanwhile, will be spotlighjting its Oct. 19 PPV battle between Andre Ward/Sergey Kovalev. Meanwhile, ESPN.com writes that because of HBO’s decision, Pacquiao is now able to terminate his contract with the company.
Scratch Adele from the list of potential performers for Super Bowl LI. At a LA concert on Saturday night, Adele told fans that the NFL asked her to be a part of Super Bowl LI in Houston on Feb. 5, but she opted not to take part. “Come, on. That show is not about music, and I don’t dance or anything like that. They were really kind, they did ask me, but I did say no,” she told the audience.
MSG Networks and the New York Giants announced that the company is expanding its role as “Official Regional Sports Home of the New York Giants” with the addition of the exclusive postgame show – Giants Postgame Live to the lineup. The series will be hosted by longtime New York sportscaster Russ Salzberg and feature a rotating group of former Giants including Howard Cross, David Diehl, Roman Oben, Shaun O’Hara and Amani Toomer.
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The Buffalo Bills inked New Era Cap Company to sponsor Ralph Wilson Stadium in a new deal. Ralph Wilson Stadium had been one of eight current NFL stadiums without a corporate sponsor. The team did not announce what the stadium will be called under the new agreement.
Under Armour locked in a deal with Ray Lewis in a seven-year partnership. The alliance will focus on grassroots football programs and community initiatives, according to WBFF, with plans to execute grassroots football events in 2017 for defensive prospects in high school.
Facebook and Instagram revealed its top lists stemming from Rio 2016…
The most talked about athletes on Facebook so far are:
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The most talked about events are:
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The upcoming Olympic Channel will team up with artist Kygo to promote the platform’s launch. The Norwegian musician, DJ, songwriter and producer, along with Sony Music Entertainment, will collaborate with content that includes the integration of Kygo’s recent single “Carry Me” into promotional videos and digital content for the channel beginning with in-venue spots at Olympic Games Rio 2016. Kygo will also appear across Olympic Channel original programming and social media.
Sportradar AG is reportedly about to locked in a six-year, $250 million contract with the NBA, according to Bloomberg. The report states that the deal would cover “an array of rights that includes selling official league data to betting houses, data analytics to teams and the development of a streaming product.” Once the deal is complete, Sportradar would become the official data partner for three of the four major U.S. sports leagues, including the National Hockey League and National Football League.
MLB is joining Alphabet board members to take on interest in software startup Xperiel, which raised $7 million in funding on Thursday to blend digital and sports in what’s being called “mixed reality.” Xperiel is developing Real World Web. The company will use the funds push its cloud-based platform, grow sales and marketing and to recruit engineering and executive leadership talent to its team.
Omnigon built the all new DFB Cup app, released in both German and English, and offering fans a Match Hub with full, live match statistics, detailed club and player pages, photo and video galleries, a social media hub and a page dedicated to full fixtures and results of all previous Pokal matches. Other highlights include live radio, interactive games, and the ability for fans to vote for the Man of the Match
Xbox confirmed its acquisition of Beam for Microsoft, picking up the interactive livestreaming service that gives viewers the ability to watch and play along with their favorite game streamers in real-time. Announcing the deal, Microsoft stated that bring the company into its portfolio “supports our ongoing commitment to make Xbox Live more social and fun,” before noting that “We at Xbox are excited about this convergence between playing and watching, and want to provide gamers with the freedom and choice to have great multiplayer experiences across all of Beam’s platforms. This acquisition will help gamers enjoy the games they want, with the people they want, and on the devices they want.”
Mobile game publisher Firefly Games raised another $10 million via a second round of funding with the money designed to expand its efforts to make games based on Hollywood intellectual properties as well as expand into the eSports scene. Leading the round in the Los Angeles startup was China Construction Bank International Holdings.
Allyson Felix looks to become the most-decorated US woman in track and field history in the women’s 400m final on NBC at 8p.
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ON THIS DAY in 1997: The Dodgers retire Tommy Lasorda’s #2.
In The Know: Of Michael Phelps’ 28 Olympic medals, how many were bronze? (Email [email protected] with your answer and be sure to include your name, company and city.)
Answer to Our Last Sports Trivia Question: Which NBA player still holds the record for career steals? Answer: John Stockton. Kudos: Jon Clateman-Frozen Ropes/NY; Michael Ritz-BucStar Consulting/NY; Lewis Blaustein-GreenSportsBlogger/NY; Greg Conner-Tennis Channel/NY; Drew Freyberger-Blur PD/Raleigh; Jeff Miller-Atlanta CW/Atlanta; Mike May-PHIT America/Wellington; Andy Pittman-TAMU/College Station; Jeremy Bowman-ESPN/Chicago; Steve McNair-KUBE TV/Houston; Gretchen Brady-KTVT/Dallas; Greg Moloznik-GLM Media/Scottsdale; Matt Sautter-Imagine Communications/Denver; Judie Henninger-Valentine Productions/Santa Monica; Tom Moore-Kalt Productions/LA; David Westberg-SAG-AFTRAFederal Credit Union/Burbank.
Later — Chris
Chris Pursell for Cynopsis | Sports @VegasandVine
08.15.16
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