Sports AdvertisingSports Advertising

Communications 452 – Advanced Media Planning

Christina Greer & Jynafer Castillo

Why Sports AdvertisingWhy Sports Advertising

Reaching a new arena of advertising Reaching those who don’t participate

in traditional media Reaching a specific audience with

prolonged impressions

Anaheim DucksAnaheim Ducks

19,400 seats19,400 seats 1.8 million guests annually1.8 million guests annually 2005 had $36 million in gross ticket 2005 had $36 million in gross ticket

salessales 31 concerts in 200531 concerts in 2005

NCAA Division Men’s Basketball West NCAA Division Men’s Basketball West Regionals in 1998, 2001 & 2003Regionals in 1998, 2001 & 2003

9,000 season tickets for 2005/06 season9,000 season tickets for 2005/06 season

Anaheim DucksAnaheim Ducks

57-freeway marquees57-freeway marquees Club level branding opportunitiesClub level branding opportunities ScoreboardScoreboard SignageSignage Arena VisionArena Vision Two 320 degree LED ringsTwo 320 degree LED rings Rink opportunitiesRink opportunities

Los Angeles ClippersLos Angeles Clippers

Collaboration with KTLACollaboration with KTLA :30 in-game spots:30 in-game spots In-game elements sponsoringIn-game elements sponsoring Billboard in Sports PlusBillboard in Sports Plus

Los Angeles ClippersLos Angeles Clippers

Collaboration with KSPN 710 AMCollaboration with KSPN 710 AM :30 in-game spots during game:30 in-game spots during game :30 in pre/post game shows:30 in pre/post game shows In feature broadcast elementIn feature broadcast element

Los Angeles ClippersLos Angeles Clippers

80’ courtside signage80’ courtside signage Category exclusivityCategory exclusivity Three minutes guaranteed TV timeThree minutes guaranteed TV time Six minutes in-arena timeSix minutes in-arena time 320 degree LED banners320 degree LED banners 3’ x 14’ dasher boards3’ x 14’ dasher boards Additional promotions and adsAdditional promotions and ads

Good To KnowGood To Know

Sports team or sports venue?Sports team or sports venue? How many people?How many people? Aired on national, national spot or cable Aired on national, national spot or cable

TV?TV? What other events?What other events? Canceling contract?Canceling contract? Bonuses?Bonuses? Other advertisers?Other advertisers? Category exclusivity?Category exclusivity?

Commission and Commission and CompensationCompensation

Agency for client – 15%Agency for client – 15% Media firm for agency for client – Media firm for agency for client –

15% + firm costs (5-15%)15% + firm costs (5-15%)

Options, Coverage & RatesOptions, Coverage & Rates

So many choices, so many So many choices, so many possibilitiespossibilities

Additional InfoAdditional Info

Sales reps with team or venueSales reps with team or venue Ticket salesTicket sales Broadcast ratingsBroadcast ratings ParticipantsParticipants Website viewsWebsite views TrafficTraffic ConfidentialityConfidentiality

Contract PoliciesContract Policies

Sports’ seasonsSports’ seasons Fiscal yearFiscal year ConfidentialityConfidentiality

Who BenefitsWho Benefits

Diverse audience can be reachedDiverse audience can be reached FansFans Use of MarComUse of MarCom Integrated brand promotionIntegrated brand promotion