2. What is the most important segment of the general environment that impacts the business of sports? 3. How does that factor impact the business of sports? 4. How many people are estimated to have watched the World Cup on television? How many times greater is that than those who attended? 5. Why does sports have a higher engagement than
any other content on social media websites? 6. Why are retailers drawn to using sporting events for marketing? 7. What is the US market of professional football fans? 8. Why are sporting events fetching such high ad rates? 9. What tactics are firms taking to capitalize on their NFL advertising? NBC Sports Group executives have seen the same trends and are finalizing plans to use social media in a big way around the network's 2016 Rio Olympics coverage. NBC Sports is in talks with BuzzFeed and top social platforms to craft and distribute bite-sized bits of Olympic video content, NBC Olympics President Gary Zenkel said. Deals are still months away, but Zenkel said "we're in the throes of some very interesting discussions" with BuzzFeed, a media startup in which NBCUniversal invested $200 million in August. NBC hopes to take advantage of BuzzFeed's strength in creating media ideal for social sharing, which contributes 75 percent of BuzzFeed's 200 million monthly unique visitors. Because the NFL is the country's biggest and most popular sport, it has the leverage to cut the best deals. All other sports leagues, like MLB, the NBA, NHL and NASCAR, are active participants in social media, YouTube and Twitter guarantee the NFL payments in their deals. Because Snapchat is a newer platform, it shares ad revenue from "branded snaps" inserted into the stories with the NFL. All leagues are tight-
lipped about how much revenue these types of deals generate. "NFL content on these platforms has engagement rates that are multiples higher than other forms of content," said Hans Schroeder. Both NFL and NBC executives believe bigger social media presences do not compete with television; rather, they both have found that social media helps TV ratings During the 2012 London and 2014 Sochi Olympics, for example, NBC said it found that the social media conversation served as a reminder for casual viewers to tune in to NBC's prime-time broadcast. NBC executives also believe that the social channels help establish the Games as a cultural event that transcends sports. "There was some indication that the more you circulated the good news about what is going on in the Olympics, the greater the appetite was to consume it, especially in prime time," Zenkel said. That consumer behavior mirrors the NFL's experience with the in- progress highlights it puts on Twitter and YouTube. NFL executives say the highlights not only bring eyeballs on the various social platforms, but they have contributed to the NFL's record-high TV numbers over the past several years.
You've reached the end of your free preview.
Want to read all 13 pages?
- Fall '19