Entertainment Marketing Mrs Wilson Sports Entertainment Marketing Free

Entertainment Marketing Mrs. Wilson Sports & Entertainment Marketing Free template from www. brainybetty. com

Entertainment for Sale l Influencing how people choose to use their time and their money l Looked at in two ways: As a product to be marketed l How it uses entertainment to attract attention to other products l

What exactly is Entertainment? l Whatever people are willing to spend their money and spare time viewing RATHER than participating in. l Can include sports or the arts, viewed in person or in broadcast or recorded form.

Difference between Sports and Entertainment l Sports l Games of athletic skill l Entertainment l Movies l Theater l Circus l Traditional athletic contests

Is this Entertainment or Sport? Professional Wrestling? ?

Wrestle. Mania l A much publicized pay-per-view pro wrestling match was held in July 1998. l Basketball players Karl Malone and Dennis Rodman teamed up with pro wrestlers to present “sweaty theatrics. ” l The basketball stars claimed they were in the entertainment business.

A Picture Speaks a Thousand Words…

Matter of Opinion l Sometimes “entertainment” is a matter of opinion l Professional wrestling is an exaggeration of a real sport l Professional wrestling attracted an audience of 34 million cable-TV viewers in July of 1998

Bloomberg News Article l NBA contracts are now including players to not participate in activities that might result in injury, such as being involved in a pro wrestling match l The NBA does not want its players following in the footsteps of both Dennis Rodman and Karl Malone, however, has exceptions to things in which he enjoys (9/1/02)

Is a Distinction Required for Successful Marketing? l Whether sports or entertainment, sponsors want to gather as much marketing info as possible about the viewers l Once the characteristics are understood, sponsors can plan their service or product and decide how to promote it

Demographics l TV networks find this age group the hardest to attract to sports and entertainment l Are they male or female?

TV Networks l They are SO desperate to attract male views ages 12 to 34. l Professional wrestling and X-Games are two successful examples of television capturing the attention of this market. l Identify three additional TV shows aimed at these sought -after male viewers…. l Make a list of products that may be advertised on those shows…

Males 24 -32 like… l TV SHOWS l Reality TV Shows l Has become a key site for experiments in "advertainment, " or the merging of advertising and entertainment programming The Simpsons l South Park l l PRODUCTS Soft drinks l Fast food l Cars l

Extreme Sports l Once considered the sole province of the multi-pierced, tattooed slacker, have entered the mainstream l These high-intensity, individualistic sports, which involve everything from the ultra-hip snowboarding to Moto-X have encroached upon traditional sports - especially group sports - in popularity

Extreme Sports Continued… l Monday Night Football, for example, has recently struggled for an audience l Viewer ship has steadily increased each year for such sports events as the X-Games on ESPN and the Gravity Games on NBC l "These new sports are an authentic slice of the wider youth culture and not just a fad, " says Harvey Lauer, president of American Sports Data, Inc. (ASD), a sports marketing research company in Hartsdale, NY

Real Statistics l Three out of five U. S. kids and teens (61 percent), watch extreme sports on TV, more than the number who watch most other sports. l Those living in the West are the most likely of all to tune in to extreme TV.

Should the summer Olympics add X sports like skateboarding to the lineup? l Time will tell… l What do you think?

Success of Snowboarding l Snowboarding in Salt Lake was overwhelming, and if NBC's 1, 210 hours of coverage in Athens fail to make inroads into that most desirable of demographics - viewers 18 to 34 years old - X sports could yet emerge onto the Olympic stage.

Actual Statistics l No. Traditional events should not be pushed off the packed roster by trendy sports. 61. 8% l Yes. The Summer Games need to keep younger viewers interested. 38. 2% http: //www. csmonitor. com/2004/0809/p 01 s 03 -ussc. html

Olympics & X-Games l X Games, the louder, brasher imitator that is wildly popular among teenagers and 20 -somethings. l Viewership for the X Games, which feature death-defying exploits on skateboards and such crowd pleasers as bicycle high-jumping, has nearly doubled since 1995.

Olympic Ratings l But ratings for the Summer Olympics fell 19 percent for the 2000 Games in Sydney from the 1992 Games in Barcelona, NBC said. l Still, the X Games TV audience remains minuscule compared with that of the Olympics.

Marketing—Key to Survival l The modern Olympics may have been built on idealism and authenticity, but marketing is the key to survival. l So the Games, as with most entertainment enterprises, are reaching out to the under-35 crowd coveted by advertisers.

Marketing Continued… l Traditional Summer Olympics sports such as swimming, gymnastics and track don't cut it with Gen-Xers. l They want more action, more risk and more flesh.

Review Questions l What is Entertainment?

Answer l Whatever people are willing to spend their time and money watching

Question l What is Marketing Information Management?

Answer l Enables sponsors to design product promotions specifically for that audience