MEDIA UPDATE - stage.prorodeo.org€¦ · Media Significant Revenue Opportunity –$15M to $100M over 5 years Timing is Good…But won’t last forever We can deliver the 4 factors

PRCA CONVENTION 2019 | TOGETHER

2019 PRCACONVENTION

DECEMBER 2019

Steve Rempelos, CMO

MEDIA UPDATE


ABOUT THE PRCA

VISIONThe best cowboys; the best rodeos;

delivering the best fan experience while

positively impacting our communities

and embracing the spirit of the West.

MISSIONTo unify membership in providing

an innovative fan experience, to grow

the sport and provide opportunities for

our membership and sponsors.

PROFESSIONAL RODEO COWBOYS ASSOCIATION

VALUES: RESPECTFUL | INNOVATIVE | HARD WORKING | RESULTS ORIENTED


STRATEGIC AREAS OF IMPROVEMENT

▪ We must be known by our growing base fans as the undisputed best.

▪ We must improve and expand Digital Experiences for our Fan’s and Membership

▪ We must drive revenue growth within the sport of ProRodeo to benefit member opportunities

▪ We must have the best team, culture and personnel practices aligned to deliver our compelling vision….


PRCA TV 1998-2019

▪ PRCA Time buy for airtime

▪ PRCA Paid all TV production

▪ Little to no promotion via network

▪ No real coverage of PRORODEO as a sport


2020 GOAL:

Find a TV Media Partner:

▪ Create Vertical Media Strategy

▪ Feature regular PRCA Majors annually

▪ Follow the Rodeo Seasons

▪ Continue to feature the NFR Live


MEDIA RIGHTS MONETIZATION

KEY DRIVERS

Intuitive Season

QUALITYof Content

QUANTITYof Content

Centralized Media Rights


MEDIA SUMMARY RECOMMENDATIONS

▪ Media Significant Revenue Opportunity – $15M to $100M over 5 years

▪ Timing is Good…But won’t last forever

▪ We can deliver the 4 factors that drive media value if we commit by 2019

▪ Contract will be negotiated during 2019 and in place by 2020 Season

REVIEW: FROM 2018 PRCA CONVENTION


POSITIVE CHANGE

2020 Goal – Media Partnership:

▪ Receive a rights fee that benefits our athletes & membership

▪ Have a promotional presencethroughout the year

▪ Develop CONTENT feature Humans – not just Highlights


TOGETHER WE ARE STRONGER!

▪ Established Media Advisory Committee

▪ Committee Executive Council – 5 Members

▪ Top 10 PRCA Rodeos

▪ Met monthly since early March

▪ Discussed media concepts / Listened to Network Reps / Tough conversations --Ultimate Agreement

▪ Consensus was to create a pathway to make PRORODEO Stronger!


SUCCESS TOGETHER!

▪ Created Goals & Strategy with BOD & MAC

▪ Went to Market – CBS & Other Media

▪ Negotiated Rights & Opportunities

▪ Result = 6 Year Agreement with Rural Media

$50M in Media Rights & Expense Savings!


VERTICAL MEDIA STRATEGY

TOP10

BROADCAST

Top 50CABLE SPORTS

250+Digital / OTT

DIGITAL


WINNING BY CONTENTHOW CABLE TV BUILDS VIEWERSHIP

Growing Their Audiences:

▪ ESPN – MNF viewers Changed ESPN

▪ OLN – The Tour De France was expensive – but put OLN on the map

▪ NBC Sports – NHL Regular Season & Playoffs – driving viewers to NBC

▪ Paramount Network – Who

watched Paramount before

Yellowstone?

Cable TV delivers segmented


Fan DrivenExperie

nce

GREAT EVENT

SAudienc

e Interest

Media & Sponsorshi

pMEMBER

OPPORTUNITY

More Sponsorshi

p

Better Competition

START THE REVENUE ENGINE

SPORTS CONTENTDrives the Fan Experience

WHICH THEN DRIVES MEMBER OPPORTUNITY & REVENUE

WE MUST BE KNOWN by our growing fan base as the undisputed best.

2018


WHY CONTENT MATTERS

Where are you?


THE FAN EXPERIENCE

▪ LIVE Sports drives Fan Engagement

▪ Exclusive PRCA content in one place – TOUR / X-Bulls / NFR

▪ Fans can follow our sport – Live all year long

▪ PRORODEO Viewership set records on other Networks

▪ Our Fan Base Will Continue to Move up the Engagement Ladder!


PARTNERSHIP

▪ OVER 40 MILLION FANS FOLLOW RODEO!

▪ Serving a niche fan base that is currently under served

▪ Stories About Humans – Not Just Highlights!

▪ LIVE Rodeo Performances – 300+ hours in 2020

A true media Partner – dedicated to Western Lifestyle


PROMOTION

▪ Our Own PRCA Network – The Cowboy Channel

▪ Year-Round Promotion of Rodeo….with over 80 Million Subscribers…

▪ PRORODEO TONIGHT weekly show…..covering hundreds of rodeos.

▪ Local Rodeo Advance Promotion

▪ Live Look-ins from local rodeos each week


PRODUCTION

▪ Innovative Production Graphics

▪ Unique Camera Angles (skycam)

▪ Innovative Technology (ghosting for timed events)

▪ Special Profiles of Rodeos and Cowboys – Shoulder Programming


LIVE PRORODEO CONTENT

▪ 18 LIVE TOUR Rodeos

▪ 10 LIVE Xtreme Bulls

▪ 10 LIVE NFR

▪ Small – Med Rodeo of the Year

▪ RAM NCFR


HUMANS NOT HIGHLIGHTS

▪ Athlete Profiles

▪ Local Rodeo Community Insights

▪ Parades, Pancakes, Concerts

▪ Local Charity Support

▪ Jr Rodeo / Instruction

▪ Archived PRCA Events

▪ Live PRCA Rodeo Programming!


EVEN MORE RODEO ON TV

OTHER PRCA PROGRAMS:

▪ PRORODEO Tonight – Year-round weekly highlights show

▪ 1-hour nightly LIVE NFR pre-show: RODEO LAS VEGAS

▪ 1-hour NBC Sports = 1M+ viewers in 2020 Adding to 4 Network Broadcasts by 2023


COMPARE: CBSSN VS TCC

Cheyenne Frontier Days

▪ 9 Shows LIVE = 3.36 MILLION

▪ Ave Weekend Viewers = 530,745

▪ 90% More Viewers per Program

▪ Rights Fee Paid

▪ Network Paid ProductionSource: COMSCORE © 2019

VS.

2018 PRCA Regular Season

▪ 7 Shows – Delay = 1.96 MILLION

▪Ave Wkend Viewers = 279,570

▪ PRCA Bought Time

▪ PRCA Paid Production


PRCA TV DEMOS

Source: © 2019 Scarborough / Nielsen

National Average - Base PRORODEO ESPN

Women Viewers = 51% 44% 32%

Adults 21-54 = 58% 46% 57%

Rural C&D Counties = 28% 45% 27%

$75k+ HH Income = 40% 36% 51%

$100k+ HH Income = 26% 25% 35%

DIRECTV = 15% 23% 19%

DISH = 7% 15% 9%


TOUR / NCFR / X-Bulls / Sm-Med ROY / Playoffs

NFR

JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC

RAM NCFR

PRCA TV Audience in 2020 = 30 MILLION FANS!


DIGITAL FANS

▪ Digital - OTT Strategy will continue to evolve

▪ Digital Offering to have various forms of viewing

▪ Full Rodeo View, Replay feed, isolated cameras

▪ Analyst commentary, Language options

▪ OTT Viewership = about 5% of TV delivery

▪ A Valued Demo that will Grow!

DIGITAL


DIGITAL PLANS▪ PRTV.com set the standard for quantity

of content

▪ Hundreds of Performances Planned for 2020 – Grass-Roots

▪ Value has been recognized - Rights fees have been offered to PRCA

▪ Media Rights distribution budgeted for livestreamed rodeos

▪ PRCA Retains all Digital Right Ownership for PRCA Sanctioned Rodeos

▪ Staying TOGETHER creates value!


BENEFITS OF TV FOR ALL▪ Synergistic effect within the sports industry when major events are

nationally televised▪ Television builds the brand value of all ProRodeo▪ By association, with television exposure all rodeo shares the national

stage.▪ A viable television package enhances all PRCA rodeos and builds events

credibility. ▪ Television sells tickets! And/or justifies an increase price for your

tickets.

▪ All membership categories should share the benefits and we all must be flexible to adjust our traditions for the future success of our events. ▪ Television should help increase our needed membership.▪ The biggest rodeos do not need more entries - but many of our rodeos

do.

▪ Television & Digital will make it easier for all events to secure new and more profitable sponsorship deals.

▪ Increased Television / Digital Coverage is good for sponsors.


TV Coverage – Broad Promotion Helps All of Rodeo

▪ Rodeo of the Year Award winners of all sizes

▪ Legacy Coverage for 75 -or- 100-Year Anniversaries

▪ Develop local rodeo features – “Cameo” programs that show communities

▪ Western Sports Roundup – dedicated to covering all ProRodeo

Development of New Incentives

▪ Develop Incentives to Reduce Turnouts at Small & Medium Rodeos

▪ Target new incentives for cowboys out of top 20

▪ Create Sponsor and Media Training for Cowboys

Media Rights Distribution for Livestreams

▪ Digital Livestream payment / 200 Perfs / $1,000 - Perf

BENEFITS TO MEMBERSHIP


PRCA to Create Funding for Committee Benefits

▪ Marketing Data for All – Placer AI / Scarborough

▪ Sponsorship Development for Grass Roots – Like the Cinch Series for 120 rodeos

▪ Create a Planning Guide for Small and Medium Rodeos to Grow

▪ Develop Animal Welfare Playbook

▪ Focus on Jr. Rodeo Development & local opportunities for Youth Involvement

Fan Experience

▪ New Rodeo Website Assistance – Small / Medium

▪ Fan Engagement Technology

Grass Roots Competition

▪ CFR & NCFR New Investment of $200K+

▪ Create incentives for cowboys to Finish Strong in late summer / fall

BENEFITS TO MEMBERSHIP


MOVING FORWARD▪ PRCA has gained much forward momentum

▪ New Media Partnership will drive Growth:

▪ Wider PRCA Recognition as the undisputed best

▪ More Fan Viewing Experiences

▪ Expanded Digital Experiences

▪ Financial Growth for Membership

It is a GREAT time to be a part of PRORODEO!

We are United TOGETHER in our Forward

Growth!

WE ARE PRORODEO!


THANK YOU!

COMING UP NEXT:Two Breakout Sessions – Livestock Welfare / Marketing -

Sponsorship

Documents

MEDIA UPDATE - stage.prorodeo.org€¦ · Media Significant Revenue Opportunity –$15M to $100M over 5 years Timing is Good…But won’t last forever We can deliver the 4 factors