While TV ratings were slumping in general last year, 2008 drew in record numbers of TV sports programming viewers. With frequent messaging opportunities, marketers can use these loyal fan bases to build strong brands over time.
Sports are full of compelling story lines and breathtaking spectacles that keep fans tuned in. Just hitting the recent highlights: Along with the Pittsburgh Steelers edging the Arizona Cardinals in the Super Bowl (second most-watched TV broadcast ever), we had Michael Phelps' gold-medal chase and the 2008 Summer Olympics (the most-watched global event ever), Rafael Nadal's outlasting Roger Federer at Wimbledon (most-watched final in eight years), Tiger Woods' one-legged playoff victory at the 19th hole in the U.S. Open (most-watched cable golf event of all time) and the worst-to-first Tampa Bay Rays beating the Boston Red Sox in game seven of the ALCS (most-watched cable baseball game ever).
Sports may be the most compelling content on TV. With drama, action, suspense, human foible and blood-raising rivalry, it is better than any live reality programming on air. There are no more loyal viewers in all of television who watch even when their favorite team loses game after game. It is this consistent fan base of viewers who will be exposed to frequent messaging whether a marketer aligns with an entire sport or individual team that helps build strong brands over time. This is particularly true in NASCAR where fans follow the "Tide Car," almost regardless of who's driving it.
There is tremendous flexibility in associating with sports programming. First, geographic flexibility—it can be found on national broadcast television (CBS, NBC) and cable networks (ESPN, Turner), on regional sports networks (Fox Sports, YES Network) and on your local TV affiliate. This footprint allows marketers to support sales with electronic media in almost any DMA. Second, seasonal flexibility—whether promoting snow tires in December on football games or sunscreen in July on baseball telecasts, there is a sport airing virtually every day of the year. Third, sport flexibility—for nearly every audience demo, there is a sport with which to reach them: golf and upscale adults, X Games and teens, WNBA and women, NCAA Basketball and college kids, etc. Fourth, pricing flexibility—from running a few spots on local MLS soccer games to plastering a NASCAR race car to sponsoring the halftime show during the Super Bowl, there is a way for most advertisers to afford sports in their media mix.
Sports are also a great way to showcase an integrated message campaign. Advertisers can go the vertical route with local activation around a team with spots on the television and radio broadcasts that are supported by in-stadium signage, ads in game-day programs, public address plugs, on-field/court/rink promotions, and product giveaways. This saturation approach truly ingrains fans at every touch point, reinforcing your association throughout the year. Fans give brands "credit" for truly supporting their favorite teams. The other integrated approach is horizontal and works with a sport entity such as ESPN and reaches sports fans in general, not necessarily those connected to a sport or team. Through ESPN properties, there are cross-media opportunities on the various ESPN cable networks and ABC, ESPN radio, ESPN the Magazine, ESPN online, ESPN mobile and even the ESPN restaurant in Times Square. By tapping into these many vehicles, we can implement a holistic messaging strategy to amp up engagement throughout the campaign, while finding efficiencies through cost-saving multimedia packages.
For Sonic Drive-In, sports are a major element of our plan. However, we run in sports to do more than just reach men. Along with all the reasons above, sports are a great way for the local franchisees to tie in to their community with promotions and sponsorships. Whether, for example, it is ongoing marketing relationships with the New Orleans Hornets in basketball or Kansas City Royals in baseball, Sonic benefits with great added value exposure through billboards, product integration and exclusivity. These associations effectively complement the efforts of our traditional brand campaign. A recent sponsorship that built a significant amount of awareness was Sonic's exclusive QSR sponsorship of the CBE Classic in Kansas City in November. This four-team, NCAA tournament featuring defending champion Kansas and previous year's champ Florida was an ESPN prime-time broadcast. With our "Presented by Sonic" center court logo, 12 minutes of TV exposure on the courtside rotating signage, halftime on-court promotion, video board commercials and public address announcements, we scored a slam-dunk win for Sonic, its franchisees and the fans.
Let us show you how your brand can play at the big league level by adding sports programming into your media mix.
