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post #1 of 4 (permalink) Old 12-14-2008, 03:38 PM Thread Starter
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Bankruptcy Bowl

Today's football brought to you mostly by bankrupt or financially challenged companies - wow, cheerleaders look good in their little santa's helper suits - non-stop barrage of Ford, Chevy, Cadillac, Mazda, Circuit City, etc. Even the Toyota ads are getting tiresome.

I'm not buying a fucking car. Leave me alone!
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post #2 of 4 (permalink) Old 12-14-2008, 03:51 PM
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Sure the chicks look good but it seems to me all the time is spent looking at big guys in tights.
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post #3 of 4 (permalink) Old 12-14-2008, 05:59 PM
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This is 45 days cold. Many stations are reporting that advertisers are simply pulling out of contracts, taking the penalties for contract violations. It is why we are seeing so many advertisements for network TV shows during sportscasts. Those are fillers.

Staff writer
Published October 27, 2008 : Page 03

The NFL, the bellwether of the sports marketplace, is starting to feel the effects of the economic downturn, with fourth-quarter television advertising sales down about 10 percent, according to several ad buyers and network ad executives. And they warn that the situation may get worse and affect all sports properties before it gets any better.

The slowdown has rocked the scatter market — generally made up of one-off sales that are separate from ad packages sold during the traditional upfront season. Buyers and sellers say they’ve never seen a scatter market as slow as the current one, which is affecting the overall television ad market across all networks.

“There was no scatter market this year,” said one network sports sales executive. “It’s like outright paralysis out there.”

The NFL’s fourth quarter ad numbers could have been even worse, but broadcasters are helped by the fact that most sales were struck before the start of the season.

“Upfront sales around the NFL seemed pretty strong,” said Dave Campanelli, Horizon Media’s vice president and director of national TV. “When it comes to the scatter market, it just hasn’t been flowing.”

The biggest problem area has been in the financial services sector, which has been virtually nonexistent in the scatter market, network executives say. Consumer electronics, such as HD televisions and computers, and pharmaceuticals also are showing weakness.

Interestingly, the auto category has been relatively stable so far, mainly because manufacturers bought ad packages before the economic downturn.

“If it’s only down 10 percent, that’s pretty good, considering what’s going on in the economy today,” said Neal Pilson, a former president of CBS Sports who now runs his own media consulting firm.

The slowing market has allowed certain companies to swoop in and find deals. Privately, ad buyers say they are seeing discounts of about 5 percent on some Sunday afternoon NFL games, which were going for about $400,000 per 30-second spot for national games and $225,000 for regional games.

“We’re seeing some discounts, but the networks have maintained the integrity of their early deals,” one ad buyer said.

Buffalo Wild Wings, for example, started advertising on NFL telecasts this year when prices dropped to a level that the company could afford.

“We’ve taken advantage of the market,” said Campanelli, the media buyer for Buffalo Wild Wings. “We’ve had advertisers that normally couldn’t have afforded to get into the games come in.”

Network ad sales executives are trying to persuade ad buyers to maintain buying levels to keep competitors from swooping in and taking market share — a pitch that resonates with some buyers.

“I’m a big believer in spending through these slumps,” said Michael Law, Carat’s vice president and group director. “If Target starts spending on media, then someone like Wal-Mart will have to match.”

Several ad buyers and industry analysts are warning that the ad market for sports could get worse before it gets better.

“It is symptomatic of the economy, not the NFL,” said Larry Novenstern, executive vice president and director of electronic media for Optimedia. “My feeling is that the entire buying market is going to get much worse in the first quarter.”

Moody’s predicts that national networks will see ad revenue drop by 5 percent to 10 percent overall compared with last year, putting added pressure on high-cost sports programming to bring in ad revenue.

“Broadcasters’ most costly programming is sports, so that’s where a lot of pressure will come,” said Neil Begley, Moody’s senior vice president of media and entertainment. “There’s not a lot of room for error.”

Pilson predicts that networks will have to cut costs next year.

“All of us who said sports are recession resistant realize that the NFL, and probably the NBA and probably baseball next year, are going to be affected,” he said.

“When we anticipated a decline in revenue at CBS, we would look at every piece of expenditures, from staffing to production to travel to talent salaries. It’s painful, even with the single digital fluctuations we were dealing with. The industry is going to have to face a much larger dislocation coming up.”

?Paralysis? in scatter market hits the NFL


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post #4 of 4 (permalink) Old 12-14-2008, 06:02 PM
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In Game Of Super Bowl Ads, GM Forfeits

by Mike Pesca

All Things Considered, November 29, 2008 · For years, General Motors has been the biggest sponsor of professional football, indeed of professional sports. But this year, the automaker is pulling back. No Super Bowl ad is planned, and GM is cutting back on spending on the NFL for the rest of the season. Like every other business, the NFL is facing a tough economic outlook.

The Super Bowl is sort of the Super Bowl of advertising. For about $3 million, a company can rivet a third of the nation's attention for about 30 seconds. It sounds like a high price tag, but the symbolism of a Super Bowl commercial goes beyond the hard sell itself. This year, longtime Super Bowl advertiser GM looked at its showrooms, looked at the balance sheet, looked at the price tag — and opted out.

"It happens that we don't have vehicles to launch during that time, so it makes sense not to launch any ads during the Super Bowl," says Peter Ternes, director of communications for GM in the United States.

This is a contrast from 2007, when GM bought a full minute — not to launch a particular vehicle, but to celebrate a notable brand through song.

It was a reminder of Chevy's place in American culture. This year GM's silence is saying the same thing. But it's just Super Bowl ads; the Super Bowl MVP will still win a Cadillac, and football fans will still get to know the GMC Defensive Player of the Week. Indeed, the NFL is still seen as one of the very best environments to advertise in.

Steve Lanzano, head of the ad services company MPG, says the problem is that marketers have less money to spend.

"The question is how many marketers are going to be out there and what's going to happen with demand? And it's starting to wane a little bit," he says.

The dark clouds on the NFL's horizon were confirmed by commissioner Roger Goodell a month ago when he confirmed that the TV networks were reporting an overall drop in ad revenue. But he also said that advertisers would continue to value the NFL as a premier advertising destination. That's why some companies are saving money on production costs rather than buying fewer ads. GM is using that tactic in its overall 20 percent reduction in advertising costs, says Ternes.

"Maybe not do three commercials, but do two commercials," he says.

That could be the reason why one particular Toyota commercial, "Saved By Zero," has blanketed NFL broadcasts like the Pittsburgh Steelers' defense.

The ad has been played so often during NFL games that it has inspired more than 20 Facebook groups, with 10,000 users dedicated to its demise. Goodell is not one of them.

In Game Of Super Bowl Ads, GM Forfeits : NPR


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