12/11/17: Baker Mayfield collects the Heisman Trophy, but falls short on social

Good morning. It’s Monday December 11, 2017 and this is your first early morning Sports briefing.

ESPN’s 2017 MLS Cup telecast – a 2-0 Toronto FC victory over the Seattle Sounders – averaged a 0.7 metered market rating, up 75 percent compared to the 0.4 rating for the 2015 MLS Cup – the last Major League Soccer championship game on ESPN. Based on preliminary Nielsen ratings, the telecast is the highest metered market rating for MLS Cup on ESPN networks (or on cable) since 2012. Seattle was the top local market with a 7.0 rating.

We are now in a world of consumer control of the entertainment space, but the only part of the entertainment space where the rights holder still has control of the content…live content…is sports. While sports events pull in millions of fans, more would tune in, both live and shortly after completion, if they could engage on their own terms. Thuuz works with content providers to better manage and provide on demand content not of recorded events, but of live sporting events. Wayne Sieve, EVP of Thuuz (which is short for “enthused”) offers an update.

What is the biggest misconception about the business you have built with such elite partners?

The biggest misconception is that we’re a B2C company. We’re focused on selling into the sports and media industry, and our elite customer base is evidence of the success that we’ve realized going down this path.

Thuuz also uses a great deal of measurement for fan engagement and excitement. How does that work, and how do media companies take advantage of it?

Thuuz ingests dozens of sources of data to develop the most comprehensive accounting of a game. This data is then analyzed through subjective lenses to create a profile of excitement covering every player and play for any given fan…the DNA of a sports event. Thuuz licenses this metadata to content owners to create personalized excitement ratings, headlines, user notifications, and automated highlight reels for a live (i.e. catch up to live) and non-live use case. On top of this, we’re constantly monitoring the changes in excitement to determine when to send out alerts for different types of fans, from fanatics to enthusiasts, to casual fans.

How does the consumer get to engage with your technology for, say, the NFL?

Our Subjective Sports Metadata Platform is licensed by a wide range of industry partners, including NBC Sports. This metadata provides a unique window into the world of sports by virtue of communicating the excitement level of an event from the perspective of each individual fan. Consequently, fans using a set-top box, mobile app, or website can immediately discern which games are most exciting to them at that very moment or in the near future. For example, if a fan enjoys the NFL, he or she can get notified whenever an NFL game gets exciting and immediately tune in to the action.

Is there a play for sponsored content here?

Absolutely, especially with the short form video that we can produce for content owners. Our partners pay significant dollars for sports rights and they’re always seeking new ways to monetize their rights. At the same time, brands are looking to associate themselves with exciting sports content as well as the latest technology trends in the industry.

ON THE AIR

CBS Sports’ coverage of the 118th Army-Navy Classic on Saturday scored its highest rating in 23 years with an average overnight HH rating/share of 5.9/13, up 5% from last year’s 5.6/13 in the metered markets. The 5.9/13 was the highest rating since a 6.5/19 (12/3/1994).

ESPN’s Saturday night fight between Vasiliy Lomachenko and Guillermo Rigondeaux delivered a 1.5 rating, making it the second highest-rated boxing telecast on cable in 2017, according to Nielsen overnight ratings. ESPN now has secured seven of the top ten rated fights of the year and the highest-rated fights on cable television since July 1.

SNY announced Winter Meetings 360, Presented by DirecTV 4K, the network’s exclusive multiplatform coverage for Baseball’s Winter Meetings in Orlando, FL. Beginning Sunday, and continuing through Thursday, December 14, the network will deliver wall-to-wall coverage and special programming on SNY and SNY.tv, as well as over its social media pages including Facebook (facebook.com/SNY), Instagram (@snytv) and Twitter (@snytv) from the official kick-off event for Baseball’s hot stove season.

Those concerned about TNF, worry not – Saints-Falcons posted 10.2/18 overnight on NBC & NFL Network (not including digital) the most watched show in primetime on the schedule again.

A CYNOPSIS MESSAGE

Getting Maximum Impact from Experiential Marketing

Cynopsis Webinar: Tuesday Jan. 30 at 1:30pm ET

The more millennials turn away from traditional advertising, the smarter it is for marketers to create experiential events that create powerful connections with consumers. Our panel will focus on how to use social most effectively, the latest metrics for measuring success, and more. Among the speakers are Scott Lachut, President, Research & Strategy for PSFK and Damon Haley, Head of Sports Marketing for Troika .

Learn more and register here

SPONSORSHIP & PROMOTION

Diversity and youth-related initiatives will be a central focus for Major League Baseball at the Winter Meetings this week in Orlando, Fla. Activities include the ‘Katy Feeney Leadership Symposium,’ ‘Latinos in Baseball’ & ‘GM Chronicles with Al Avila,’ the First Annual ‘Breakfast with B.A.T.’ USA Baseball and MLB ‘FUN AT BAT.’

On Sunday evening, a new TVC on the Famous Among Friends creative platform titled “Handouts”,will begin to officially introduce a new sweepstakes to consumers with Bud Light. The sweepstake will offer consumers the chance to “Live Like a King,” with spots urging consumers to “enter for thy chance to win Super Bowl tickets for life.” The spots will run throughout the rest of the NFL season.

The Triple-A Int’l League team formerly known as the Gwinnett Braves on Friday unveiled a new name – the Gwinnett Stripers – an “homage to the striped bass that abound at nearby Lake Lanier.” The moniker was not one of the six finalists fans voted on earlier this year, but it was a variation of Gwinnett Big Mouths, one of the name-the-team finalists.

The NBA announced NBA G League USA, a team of top talent from the NBA’s official minor league, will play the Mexico National Team in the NBA G League International Challenge presented by Kumho Tire at NBA All-Star 2018 in Los Angeles. The first international exhibition game at NBA All-Star will take place on Sunday, Feb. 18 at 4:30 p.m. ET at the Los Angeles Convention Center.

DIGITAL & STREAMING

While Baker Mayfield may have taken home the Heisman Saturday, Louisville QB Lamar Jackson still rules in the social world, according to opendorse, an athlete marketing platform. Jackson’s Twitter following of around 139,000 and strong engagement places the value of his posts on the platform at around $2000. With more than three times as many followers on Instagram (492K), Jackson’s posts there are worth about $7,000. Mayfield (Twitter, $1500; Instagram, $5000) wasn’t that far behind, followed by Penn State RB Saquon Barkley ($1000/$3000).

ROSTER MOVES

Jeff Stallings has joined ESPN as Vice President of Fan Engagement. In this role, he is responsible for growing the ESPN brand and building upon ESPN’s relationship with fans. He will work closely with all senior leaders in the company including distribution, content, communications, programming, sales and marketing to grow the fan base and develop deeper fan relationships across the ESPN platform. Stalling will be based in the company’s New York office, reporting to Wanda Young, Senior Vice President of Marketing and Consumer Engagement.

The National Lacrosse League added industry veteran Joel Feld to their staff to create league-wide production standards, shoring up current production technology and increasing the production value for the broadcasts and NLL Productions. Most recently, Feld served as Executive Vice President, ONE World Sports.

THE MAIN EVENT

The Patriots visit The Dolphins on Monday Night Football at 8:30 pm EST in ESPN.

A CYNOPSIS MESSAGE

The Cynopsis Social Good Awards:

Saluting TV’s Commitment to Community

Now more than ever it’s crucial for media organizations to utilize their influence for the greater good of the community and we look forward to shining a light on these altruistic companies. Whether the focus is disaster-relief, humanitarian efforts, public service announcements, health and safety, environmental relief or something else, we can’t wait to see how your brand has made its mark!

Early-bird rates expire 12/20, so enter now!

ON THIS DAY in 1934: Ford C Frick became president of baseball’s National League

In the Know: Today starts the Baseball Winter Meetings in Orlando. What was the last non-MLB city to host the annual event? (Email [email protected] with your answer and be sure to include your name, company and city.)

Answer to Our Last Sports Trivia Question: Who did the Yankees’ beat to win the World Series under manager Billy Martin in 1977? Answer: The Dodgers. Congrats: Rick Rosenfelt, New York Red Bulls; Andy Pittman, TAMU radio, Keith Marder, Halstead Property, NY, Ken White, KWTV, Chris Schwartz , ISC, Joe Schreiber 3 Penny Films, Tom Wetzel, MMSPI, Rob Casalaina-ITN/NY, Aymon DeMauro, Discovery Communications, Russ Camlet, NBCU/NY, Mark Stulberger, Stully’s Broadcasting School

Later – Chris

Chris Pursell @VegasandVine
Roberta Caploe Publisher @robertacaploe	Diane K Schwartz Senior Vice President Media Communications Group	Cynopsis Ad Sales Mike Farina \| 203-218-6480 VP, Sales	Cynopsis Job Listings Sales Trish Pihonak \| 203-899-8459 Director of Operations

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