Entertainment Entertainment MarketingMarketing

Mrs. WilsonMrs. Wilson

Sports & Entertainment Sports & Entertainment MarketingMarketing

Entertainment for SaleEntertainment for Sale

Influencing how people choose to use their Influencing how people choose to use their time and their moneytime and their money

Looked at in Looked at in twotwo ways: ways: As a As a productproduct to be marketed to be marketed How it uses entertainment to How it uses entertainment to attract attract

attentionattention to other products to other products

Whatever people are willing to spend Whatever people are willing to spend their money and spare time viewing their money and spare time viewing RATHERRATHER than participating in. than participating in.

Can include sports or the arts, viewed in Can include sports or the arts, viewed in person or in broadcast or recorded form.person or in broadcast or recorded form.

What exactly is What exactly is Entertainment?Entertainment?

Difference between Sports Difference between Sports and Entertainmentand Entertainment

SportsSportsGames of athletic skillGames of athletic skill

EntertainmentEntertainmentMoviesMoviesTheaterTheaterCircusCircusTraditional athletic contestsTraditional athletic contests

Is this Entertainment or Sport?Is this Entertainment or Sport?

Professional Wrestling????Professional Wrestling????

WrestleManiaWrestleMania

A much publicized pay-per-view pro A much publicized pay-per-view pro wrestling match was held in July 1998.wrestling match was held in July 1998.

Basketball players Karl Malone and Dennis Basketball players Karl Malone and Dennis Rodman teamed up with pro wrestlers to Rodman teamed up with pro wrestlers to present “sweaty theatrics.” present “sweaty theatrics.”

The basketball stars claimed they were in The basketball stars claimed they were in the entertainment business.the entertainment business.

A Picture Speaks a Thousand A Picture Speaks a Thousand Words…Words…

Matter of OpinionMatter of Opinion

Sometimes “entertainment” is a Sometimes “entertainment” is a matter of opinionmatter of opinion

Professional wrestling is an Professional wrestling is an exaggeration of a real sportexaggeration of a real sport

Professional wrestling attracted an Professional wrestling attracted an audience of 34 million cable-TV audience of 34 million cable-TV viewers in July of 1998viewers in July of 1998

Bloomberg News ArticleBloomberg News Article

NBA contracts are now including players to NBA contracts are now including players to not participate in activities that might not participate in activities that might result in injury, such as being involved in a result in injury, such as being involved in a pro wrestling match pro wrestling match

The NBA does not want its players The NBA does not want its players following in the footsteps of both Dennis following in the footsteps of both Dennis Rodman and Karl Malone. Malone, Rodman and Karl Malone. Malone, however, has exceptions to things in which however, has exceptions to things in which he enjoys (9/1/02)he enjoys (9/1/02)

Is a Distinction Required for Is a Distinction Required for Successful Marketing?Successful Marketing?

Whether sports or entertainment, Whether sports or entertainment, sponsors want to gather as much sponsors want to gather as much marketing info as possible about the marketing info as possible about the viewersviewers

Once the characteristics are understood, Once the characteristics are understood, sponsors can plan their service or sponsors can plan their service or product and decide how to promote itproduct and decide how to promote it

DemographicsDemographics

TV networks find this age group the TV networks find this age group the hardest to attract to sports and hardest to attract to sports and entertainmententertainment

Are they male or female?Are they male or female?

TV NetworksTV Networks

They are SO desperate to attract male views ages They are SO desperate to attract male views ages 12 to 34.12 to 34.

Professional wrestling and X-Games are two Professional wrestling and X-Games are two successful examples of television capturing the successful examples of television capturing the attention of this market.attention of this market.

Identify three additional TV shows aimed at these Identify three additional TV shows aimed at these sought-after male viewers….sought-after male viewers….

Make a list of products that may be advertised on Make a list of products that may be advertised on those shows…those shows…

Males 24-32 like…Males 24-32 like… TV SHOWSTV SHOWS

Reality TV ShowsReality TV ShowsHas become a key site for experiments in "Has become a key site for experiments in "advertainmentadvertainment," ,"

or the merging of advertising and entertainment or the merging of advertising and entertainment programmingprogramming

The SimpsonsThe Simpsons South ParkSouth Park

PRODUCTSPRODUCTS Soft drinksSoft drinks Fast foodFast food CarsCars

Extreme SportsExtreme Sports

Once considered the sole province of the multi-Once considered the sole province of the multi-pierced, tattooed slacker, have entered the pierced, tattooed slacker, have entered the mainstream mainstream

These high-intensity, individualistic sports, which These high-intensity, individualistic sports, which involve everything from the ultra-hip involve everything from the ultra-hip snowboarding to Moto-X have encroached upon snowboarding to Moto-X have encroached upon traditional sports - especially group sports - in traditional sports - especially group sports - in popularity popularity

Extreme Sports Continued…Extreme Sports Continued…

Monday Night Football, for example, has Monday Night Football, for example, has recently struggled for an audiencerecently struggled for an audience

Viewer ship has steadily increased each year Viewer ship has steadily increased each year for such sports events as the X-Games on for such sports events as the X-Games on ESPN and the Gravity Games on NBCESPN and the Gravity Games on NBC

"These new sports are an authentic slice of "These new sports are an authentic slice of the wider youth culture and not just a fad," the wider youth culture and not just a fad," says Harvey Lauer, president of American says Harvey Lauer, president of American Sports Data, Inc. (ASD), a sports marketing Sports Data, Inc. (ASD), a sports marketing research company in Hartsdale, NYresearch company in Hartsdale, NY

Real StatisticsReal Statistics

Three out of five U.S. kids and teens Three out of five U.S. kids and teens ((61 percent61 percent), watch extreme sports ), watch extreme sports on TV, more than the number who on TV, more than the number who watch most other sports. watch most other sports.

Those living in the West are the most Those living in the West are the most likely of all to tune in to extreme TV.likely of all to tune in to extreme TV.

Should the summer Olympics add X Should the summer Olympics add X sports like skateboarding to the sports like skateboarding to the

lineup?lineup?

Time will tell…Time will tell…What do you think?What do you think?

Success of SnowboardingSuccess of Snowboarding

Snowboarding in Salt Lake was Snowboarding in Salt Lake was overwhelming, and if NBC's 1,210 hours of overwhelming, and if NBC's 1,210 hours of coverage in Athens fail to make inroads coverage in Athens fail to make inroads into that most desirable of demographics - into that most desirable of demographics - viewers 18 to 34 years old - X sports could viewers 18 to 34 years old - X sports could yet emerge onto the Olympic stageyet emerge onto the Olympic stage..

Actual StatisticsActual Statistics

No. Traditional events should not be No. Traditional events should not be pushed off the packed roster by trendy pushed off the packed roster by trendy sports.sports. 61.8% 61.8%

Yes. The Summer Games need to keep Yes. The Summer Games need to keep younger viewers interested.younger viewers interested. 38.2% 38.2%

http://www.csmonitor.com/2004/0809/p01s03-ussc.htmlhttp://www.csmonitor.com/2004/0809/p01s03-ussc.html

Olympics & X-GamesOlympics & X-Games

X Games, the louder, brasher imitator that is X Games, the louder, brasher imitator that is wildly popular among teenagers and 20-wildly popular among teenagers and 20-somethings. somethings.

Viewership for the X Games, which feature death-Viewership for the X Games, which feature death-defying exploits on skateboards and such crowd defying exploits on skateboards and such crowd pleasers as bicycle high-jumping, has nearly pleasers as bicycle high-jumping, has nearly doubled since 1995.doubled since 1995.

Olympic RatingsOlympic Ratings

But ratings for the Summer Olympics fell But ratings for the Summer Olympics fell 19 percent for the 2000 Games in 19 percent for the 2000 Games in Sydney from the 1992 Games in Sydney from the 1992 Games in Barcelona, NBC said. Barcelona, NBC said.

Still, the X Games TV audience remains Still, the X Games TV audience remains minuscule compared with that of the minuscule compared with that of the Olympics.Olympics.

Marketing—Key to SurvivalMarketing—Key to Survival

The modern Olympics may have been built The modern Olympics may have been built on idealism and authenticity, but on idealism and authenticity, but marketing is the key to survival.marketing is the key to survival.

So the Games, as with most entertainment So the Games, as with most entertainment enterprises, are reaching out to the under-enterprises, are reaching out to the under-35 crowd coveted by advertisers.35 crowd coveted by advertisers.

Marketing Continued…Marketing Continued…

Traditional Summer Olympics sports such Traditional Summer Olympics sports such as swimming, gymnastics and track don't as swimming, gymnastics and track don't cut it with Gen-Xers. cut it with Gen-Xers.

They want more action, more risk and They want more action, more risk and more flesh.more flesh.

Review QuestionsReview Questions

What is Entertainment?What is Entertainment?

AnswerAnswer

Whatever people are willing to spend Whatever people are willing to spend their time and money watchingtheir time and money watching

QuestionQuestion

What is Marketing Information What is Marketing Information Management?Management?

AnswerAnswer

Enables sponsors to design product Enables sponsors to design product promotions specifically for that promotions specifically for that audienceaudience