All told marketers last season spent some 139 billion on sports TV None of this

All told marketers last season spent some 139 billion

This preview shows page 4 - 5 out of 5 pages.

restaurants/fast food and movie studios are also big backers. All told, marketers last season spent some $13.9 billion on sports TV. None of this should come as a surprise to anyone with a passing interest in the TV ad market. Outside of the Academy Awards, Shark Week and a handful of freakishly successful scripted dramas, sports is the only segment that guarantees huge reach and live-audience deliveries -- two conditions that also serve to squash much of the ad avoidance that erodes salable gross ratings points. NFL games alone accounted for 45 of last season's 50 most-watched broadcasts, and 24 of those contests were held outside of the prime-time window. As sports continues to grow, general entertainment dollars are in retreat. Scripted dramas, comedies and reality fare last season drew 5% less than the previous year. Whereas "American Idol" once brought in enough marketing dollars to
Image of page 4
literally cover the cost of developing and producing every other show on Fox, the show's rapid decline has had a chilling effect on network sales. According to Kantar, Fox last season took in 38% less in entertainment-targeted sales than in in 2010-11. Declines at ABC and CBS were nowhere near as bad. ABC's entertainment sales dipped 6%, and CBS fell 10% in the 5 year period.
Image of page 5

You've reached the end of your free preview.

Want to read all 5 pages?

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

Stuck? We have tutors online 24/7 who can help you get unstuck.
A+ icon
Ask Expert Tutors You can ask You can ask You can ask (will expire )
Answers in as fast as 15 minutes