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Sports Fans Slowly Move From TV to the Internet |

Sports Fans Slowly Move From TV to the Internet | | Sports Media |

For sports fans, nothing beats the big screen, with 94 percent of fans watching sports on TV. However, digital media are gaining in popularity. Sixty three percent of fans went online for sports content, up from 56 percent two years ago. Mobile usage jumped too, to 35 percent from 21 percent. Meanwhile, the use of traditional media like TV and print have declined. However, the dollars aren't necessarily following the shift in consumption: only 9 percent of fans have paid to watch content online, and only slightly more (11 percent) say they're willing to do so.


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Via Chuck Sherwood, Senior Associate, TeleDimensions, Inc
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Rescooped by Andrea Remmert from Sports!

The NFL’s Digital Gameplan

The NFL’s Digital Gameplan | Sports Media |
Football is America's most popular sport, and the NFL is becoming a powerful digital publisher in its own right.


The National Football League is many things. It is the most popular sport in America. It is a $9.5 billion business annually. And it is modern media business in its own right, boasting a strong and growing digital presence.


There’s all sorts of NFL-related content — news, stats, analysis, videos — that sit on the site. The site gets about 18 million uniques per month on average during the season, and video is the NFL’s biggest driver of growth. During last season, the site averaged 6.3 million unique viewers per month who watched 77.4 million videos per month, with about 30.8 million video ads viewed per month on average, according to ComScore. During its peak month, in October, the NFL served more video ads than ABC.


“I liken us to a startup: the spirit and culture like the Valley,” said Tom Brady, director of programming and production for NFL Digital Media, not the New England Patriots quarterback. “The difference being rather than being worried about VC funding or the doors being locked, we have 32 very rich uncles.”


That can be a blessing and a curse. Big initiatives can bog down. When it wants to build something — say, for example its Game Rewind product, which provides game replays after they’ve aired on broadcast TV — the digital media group needs to go through the CEO of the NFL Network and then work its way up to the commissioner of the league. For large initiatives, it needs to go through the owners.


There’s also the issue that, in the context of the NFL’s $9.5 billion business, digital is still a quite small part of it. The main driver of the action is still the league’s broadcast TV deals — and its big sponsorship programs on the NFL Network.


“The issue they’ll always have, if you’re not a main NFL sponsor — a big package sponsor with them — how do they keep the dot-com property, how to entice advertisers who might be out-shouted with a bigger presence throughout the NFL,” said Mike Racic, evp and managing partner at Universal McCann. “Do I want to see smaller advertisers doing something under the radar on that competes against me?”


That means the digital cart can’t come before the broadcast horse. It’s a reality that Josh Cella, director of digital media sales for NFL Media, readily admits.


“We are a media operation, so we’re talking to all advertisers, but we want to hold our corporate sponsors on a pedestal,” Cella said. “They know about our platforms before they hit the marketplace, and we try to do the best job possible for all our advertisers.”


The NFL was a late bloomer in digital. It stuck with basic banner buys for many years until it embraced digital fully — and online video in particular — over the three years.


“The last couple of years, they made more of a conscious effort to have bigger programs, to work with advertisers to attach what you’re doing with them from an offline perspective, with multiple touch-points, to something that’s digitally focused,” Racic said.


The company has 12 salespeople, eight dedicated to digital. Cella says the group sells out its video consistently, although anyone visiting will see many house ads. Cella said the team aims for big-ticket CPMs that are normally reserved for the likes of Hulu and ESPN. It also crafts custom sponsorships, such as working KFC branding throughout its breaking-news section.


“Since we’re only under a decade old, versus other media conglomerates, we have the ability to be more nimble and resourceful in the way we monetize our product and drive traffic and ratings and engagement of our product,” Brady said. “The result is hopefully the fans are happy and don’t feel like they’re getting sold a lie. The north star we always try to remember is, what sets us apart is the authenticity we are as a league.”

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Top NFL Teams on Social Media

Top NFL Teams on Social Media | Sports Media |
Andrea Remmert's insight:

Very cool! Certain teams are also using the hub to track all media on the team in one place. The Broncos are one team using the hub and it is fantastic to see all news and updates on one page. 

Alex Meek's curator insight, July 1, 2013 4:14 PM

Everyone uses social media in one way or another these days. Look at this article, Top NFL teams on social media? They must be using it a lot, just reinforcing the notion that technology and social media are shaping our lives. 

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The Power of Social Media in Sports

The Power of Social Media in Sports | Sports Media |

At any given second, you can roll your office chair up to a computer, whip out your phone or connect through your gaming console to find news about sports (RT @SMsports: The Power of Social Media in Sports #smsports #digisport

Cam Farnham's curator insight, September 28, 2014 10:41 PM

1. Social Media in sports can be a good thing, or can result in a bad thing. What i learned is that before the social media days with Facebook, Twitter, and Instagram, people would never be up to sync with there favorite teams and players. The article states that "You used to have to wait a month before colour photo spreads would be published in magazines or if you were lucky you’d get to see one great shot in a newspaper the day after a big game occurred". I never realized how much of a deal social media is to the fans of sport. Looking at who i follow on my Instagram, i realized how many athletes i really do follow.


2. The interesting thing about social media in sports is how many fans it affects. Cristiano Ronaldo has the most followers on Twitter and posts pictures and videos of his everyday life. If you go on to Twitter, you will see how many people life his posts. There are fans for every player in every country of the world. Another thing i found interesting is how much social media is growing everyday. After a big game by an athlete, there followers go up dramatically. It is crazy how many people are bandwagon fans, meaning they only like them when they are doing well.


3. I selected to explore Social Media in Sports because i knew it was a huge thing. Not only do professional athletes have there own channels, but so do college athletes. I remember when Johnny Manziel was in college and i loved the way he played. I followed him on Instagram when he had about 500 followers. Before you knew it he was "Johnny Football" and now has hundreds of thousands of followers. Social Media in sports is something i find so intriguing because it really can make or break an athlete. Some people like Russell Wilson use social media to promote their charities. Others, Like Richard Sherman, use it to attack others and make him fell like he is in control. Social media makes the sport what it is today.


4. This information about Social Media will help me in the Sport Management Industry because if I'm someone who is affiliated with a team or athlete i know what it can to do an athlete. Image is something that is so big in sports that one single post on Social Media can ruin ones reputation. One thing I've always wanted to be is a sport agent. If I'm an agent for a pro athlete, I'm going to realize what is good to post and what is not good to post.