Sean Tresvant

Data, data, data! With Atlanta being recognized as a sports epicenter, using data to target sports fans has never been more valuable combined with OOH. Like peas and carrots! #Advertising #outofhome #atlanta #data #mobilesolutions

6

✅🖥️ Nielsen (10/15): “Nielsen’s September 2024 report of The Gauge™ revealed that NFL viewership this month notably reflected audiences’ familiarization with the cross-platform distribution of its games. This was most clearly indicated by the 12% bump in Amazon Prime Video viewership in September, which was driven largely by Thursday Night Football, and ultimately led it to match its platform-best share of TV (set in September 2023 and tied in October 2023) at 3.6%. Peacock also benefited from NFL-driven audiences with its exclusive coverage of Green Bay vs. Philadelphia on September 6. The NFL’s debut in São Paulo, Brazil garnered 2.6B viewing minutes, making the game the 11th most streamed program in September. The resurgence of the NFL was also evident on the broadcast side, as NFL games accounted for 14 of the top 15 broadcast telecasts in September, with the top three garnering over 3B viewing minutes each on NBC, CBS and FOX. Additionally, broadcast sports viewing was up nearly 9% compared to August, despite already coming off a 44% increase the previous month due to the surge from the Olympics. Streaming maintained its 41.0% share of TV in September despite viewership declining slightly from August (-2.2%), in line with seasonal trends. Amazon Prime Video exhibited the largest monthly growth among all reported streaming platforms in September (+12%), driven by the aforementioned Thursday Night NFL Football, as well as its original series The Rings of Power, which was this month’s third most watched streaming title with 4.3B viewing minutes.” ⬇️🏈 #streaming #tv #ctv #ott #avod #livesports #cordcutting https://lnkd.in/eJ5Js6Qq

13

3 Comments

This hits so true as we (I) determine what brands and people we want partner with at Doe-Anderson - the oldest indie agency in the US! "Independence registers in a deep sense of partnership. We treat our client’s success with the utmost care....any indie that considers pitching or running your business is investing its most precious and limited resources to do so—time, energy, focus, and heart." https://lnkd.in/gf9uf2iJ

26

1 Comment

The marketplace will look a lot different in five years. Mars United's Michele Roney offers 8 trends every hopeful network needs to consider in this new report. Check it out here: https://lnkd.in/gj7Y4HFY

2

Soccer's popularity in the U.S. is on the rise & hotter than ever, thanks to its young & diverse audience. According to SBJ, the sport is experiencing growth, & the numbers speak for themselves. Check out the article linked below for more information on the driving force behind soccer's success in the U.S. #multicultural sports marketing Link: https://lnkd.in/eWSJESDf

16

Major League Baseball on Monday announced WM, a leading environmental services provider, as the Official Sustainability Partner of Major League Baseball. This is the first sustainability-focused partner in League history, which will aim to elevate MLB’s continued sustainability-related efforts in ballparks and throughout communities. WM will be the presenting sponsor of Major League Baseball’s official Earth Day and Green Week celebrations, which will include a variety of environmental-positive practices and messaging. Additionally, WM will offer sustainability advisory services to MLB Clubs, which includes end-to-end solutions intended to help customers achieve their sustainability goals in waste reduction and diversion, greenhouse gas emissions management, and more. WM also will support MLB Green Teams at MLB All-Star Week, the World Series and other MLB special events, as well as provide support to the League office and its facilities. “As with any event driven industry that prioritizes sustainability at our facilities and in our communities, it is critical that we partner with organizations that share similar values in that space,” said Noah Garden, Deputy Commissioner, Business & Media, Major League Baseball. “This new partnership with WM takes our sustainability efforts to new heights. We look forward to continuing this work with WM as we host best-in-class events that are sustainability-focused driven for years to come.” “WM has a more than 20-year history for its advisory services team, providing sustainability solutions for a variety of customers of all sizes and industries,” said Tara Hemmer, chief sustainability officer, WM. “Our expertise has helped us triple the number of customers in the sports space since 2021 – including leagues, events, teams and venues -- and we look forward to the incredible opportunity to build comprehensive and custom plans designed to improve sustainable operations for MLB and its Clubs.” https://lnkd.in/gEM-rYBF

5

Brands want to tap into emerging US sports, youth sports parents, and sports fans who stream live sports. These are highly desirable marketing segments with passionate consumers who spend...a lot. We've released some updated data on these Fluid Fan segments in work we just did for WARC. I cherry-picked a chart from the report below that shows the slow down in new #OTT signups. Brand advertisers and media buyers are all in on Fluid Fans, and marketers who are frustrated there aren't better sources of fan data out there for targeting and measurement. Check the recent report out and reach out if we can be helpful. All this data is available on an ongoing basis if it helps you hit your campaign goals. #sportsadvertising #sportsmarketing #sponsorship Sports Innovation Lab https://lnkd.in/eYX9UE2j

18

✅🖥️ Nielsen Gauge (8/20): “July also ushered in the beginning of the Summer Olympics in Paris, and despite only three days of coverage included in the July Gauge report, the impact the Games had on TV viewing was evident. Total TV usage was up 2.3% in July compared to the previous month, and up 3.5% compared to July 2023. Broadcast viewing increased slightly this month to 20.3% of TV, but was up 5% compared to a year ago. The category also finished 0.3 points higher than July 2023 when it recorded its lowest share ever (20.0% of TV). When TV usage is isolated by week, the start of Olympics coverage in the final week of July pushed the broadcast average up to over 22% of total TV. This is further emphasized by the fact that the NBCU Olympics coverage accounted for the top five, and seven of the top 10, broadcast telecasts in the July report, with the largest audience averaging 19MM viewers on NBC on Sunday, July 28. Peacock’s coverage of the Olympics vaulted the streamer to 1.5% of TV (+0.3 pt.) and its second best share of TV ever (behind 1.6% in Jan. 2024). Also boosted by viewing to Love Island USA, Peacock’s 33% monthly usage increase in July was the largest for any streaming platform in The Gauge. It was followed by two more streamers with double-digit monthly increases: Amazon Prime Video viewing was up 12% from June to notch 3.4% of TV (+0.3 pt.), its best since November 2023. The Roku Channel was up 10% and added 0.1 point to achieve a platform best 1.6% of TV.” ⬇️ #streamingtv #olympics #ctv #ott #fast #avod #svod https://lnkd.in/gcaKjZeZ

10

1 Comment

Agency folks, check out Barrel CEO Lucas Ballasy's breakdown of the last 10 deals that we won and lost. It's got some nice gems (and more wins when you read the full thing 😉). Here's the link to the newsletter edition with the breakdown: https://lnkd.in/e8MuDN_z and while you're at it, sign up for Lucas's newsletter, he puts out great stuff every Monday on leadership, biz dev, personal growth, etc. His newsletters always look much prettier than mine too: https://lnkd.in/ehA_tECU

52

5 Comments

From Ideation to Execution: Successful Sports Activation Strategies https://hubs.ly/Q02KzTxy0

2

Gen Next! So different. So compelling. So unknown to many. Talk to #Magid to get to know the next generation of consumers and what it means for your business! #consumers #generations

16

On the business side of the house, we got our report card from MLB and it was a good one. Thanks to Sports Business Journal's (SBJ) Mike Mazzeo for spotlighting it. We pride ourselves on our "Braves Way" of service, which prioritizes a warm welcome, anticipating needs, and a fond farewell. Congrats to 2024 SBJ Game Changer Hannah Basinger and her team for tirelessly and joyfully making this essential part of our culture meaningful and memorable for our fans. It's fantastic to see these efforts recognized with a number 1 ranking in the league. And kudos to Scott Cunningham, Scott Brooks, Geoffrey Schmidt and their teams for getting STRAIGHT A's (ranked #1) in EVERY single category of Entertainment (kid's activities, pre game content, scoreboard, music, and games) as well as the overall Entertainment evaluation. Remarkable. Another stat cited in the SBJ article is the continued growth of our African-American and Latino audiences (17% and 12% YOY). A myriad of factors have led to this growth including; impactful community work, (Danielle Bedasse and team) youth baseball and softball programming/support, (Greg McMichael and team), creation of culturally relevant programs and business community outreach (Eugene Brooks), growth of social channels and targeted media strategies (Ana Paula Sanchez Mejorada Girault and Jori McMurtrey Palmer) and leading with our players (Franco García). So what does all this mean for our business and marketing/sales efforts? Brand health is a business driver. Fan Experience is the second most cited reason for intent to purchase tickets, behind only team performance (which is uncontrollable). The higher NPS (net promoter score) we generate, the higher the propensity to re-purchase. Our campaign of "We are Braves Country" is designed to build community, commonality, and a sense of a shared identity. In all facets of its deployment, the campaign reinforces aspects of "Southerness" (friendly, welcoming, genteel) that are embodied in our Fan Experience/Game presentation. "We are Braves Country" also provides a platform to embody our role, reach and need to market/sell to Atlanta, Metro-Atlanta, and the six states that make up our marketing territory. Expanding the fanbase is a business imperative and core marketing goal. Like everything we do here, "what gets measured gets managed." We use third party market research firms like YouGov to benchmark and chart growth in key segments. While topline growth is certainly important, we are more interested in quantifying the impact of that growth to our business. Those efforts (thank you Justin Watkins) make for better business cases and fuel future investment in audience growth efforts. Proud of our team.

196

30 Comments

Interesting article that caught my eye yesterday. The tide has been shifting for years in the core four sports categories but it beginning to evolve to rising sports properties like surfing, endurance sports, and motorsports. Some brands put their emphasis on mass market reach by dedicating their budgets for tier 1 talent but without the authenticity exchange - how can consumers really buy in? Rare exceptions exist but the assets that go beyond photo shoots, social endorsements, and big contracts are becoming the norm and all parties are benefiting from it. As a brand, truly ask your team “why” when onboarding new ambassadors, athletes, or influencers. It matters. Athelo Group #sportsmarketing #athletemanagement https://lnkd.in/et2gc9Xb

42

10 Comments

Is your media measurement all grown up? 🌱 Take LiveRamp's quick 5-minute assessment to find out where your strategy stands—and unlock tips that’ll help you boost ROAS, engage your audience, and fill in the gaps.https://https://lnkd.in/gafZavdi

5

The announcement of this Google/Team USA/NBC Universal partnership after more than a year of work was a highlight amongst several highlights this past week.    It will revolutionize how technology enhances sports. It will bring context to the helpfulness of search + AI. It will change the way fans experience the Olympic and Paralympic Games Paris 2024.    Thanks to incredible partners, the journey to build this gold-medal partnership has also offered key learnings I hope can help others maximize the impact of their future investments: 🏅 Being transparent with objectives and aspirations allows properties to become partners.  -- Navigating new territories like AI across category definitions, rights/IP, and product innovation was made possible thanks to open communication and shared objectives with Christopher Pepe Vanessa Shay. There are inherent challenges and roadblocks in building partnerships of this complexity, but a shared willingness to co-create around purpose, intent, and desired outcomes is always a winning approach. 🏅 Delivering meaningful innovation requires shared curiosity and commitment.  -- Taking product innovation from exploration to integration in a way that enhances fandom and business impact is a team sport. Gary Zenkel Dan Lovinger @Molly Solomon Charlie Saunders and team were true teammates and inspired possibilities with a “how can we” mindset and “what if” pursuit of excellence that has been at the heart of NBC’s iconic delivery of the Olympic Games for years. 🏅 Effectively leading integrated teams is an art and superpower. -- Maximizing integrated partnerships doesn't happen with one or two people. They require tens if not hundreds across multiple departments, stakeholder groups, and partners. Knowing when and how to effectively engage them for buy-in, subject matter expertise, and unlocking full business potential is an art. Kate Johnson, OLY Mike Maunz did an artful job across Google and beyond. I am always grateful to have partners with this superpower. 🏅 Channel-less solutions are the future of maximizing partnerships.  -- Industry-leading, breakthrough partnerships don't start with tactics. They happen when you put the fan, the product, and the partnership at the center of big ideas and channel-less solutions. We believe so strongly in this path to maximizing partnerships that we built a truly integrated team that lives it every day. Beyond thankful for the game-changing Co-Lab including Jessica Giordano, Jared Merrell, Jessica Goldstein, Peter Aiello, Jeff Handler, Jen Park , Sven Setzer, and more. Let the Games begin!  #TeamUSA #gmrclient GMR Marketing

143

12 Comments

As the exclusive partner of NBCUniversal, delivering ads across linear and digital TV for the 2024 Paris Olympics, XR Extreme Reach leveraged our AI-powered asset analysis to identify key trends around skin tone and gender representation in this year’s ads. Skin Tone Representation: Darker skin tones were featured in 38% of Olympic ads, surpassing the industry benchmark and the overall US TV ad average of 28% for the first half of the year. Gender Representation: While we celebrate gender parity among athletes and in prime time coverage, women’s representation in ads fell slightly short at 40%, 3% less than the industry benchmark. These findings underscore the power of data-driven insights in driving positive change. We’re committed to enabling brands to unleash their creative intelligence to create more inclusive and impactful campaigns. Read more here: https://bit.ly/3MdDAsG #CreativeIntelligence #Advertising #Paris2024 #XR

39

3 Comments

Very interesting article by Digiday talking about brands and their agencies thinking about their approach to sports and entertainment investments. #sportsbusiness #sportsmarketing #nba #wnba #influencers #programmaitc #sponsorships #sportssponsorships #ai #creativemeasurement #mensio #hive

1