Expectations High For NASCAR On NBC NBC Lands New Advertisers For Race Coverage Female Audience Strong For World Cup ESPN Denies Wanting To Dial Down Olbermann IndyCar Gets Best Cable Audience In Years Xfinity Series Audience Lower On Fox Sports U.S.-Germany Sets Fox Soccer Record Media Notes Discovery Looking To Sublicense Olympic Rights NYC FC Signs Beverage, Snacks Deal With PepsiCo
SPORTS MARKETING WILL HIT $3.5B IN '96 WITH MARQUEE EVENTS
Published December 8, 1995
Marketers will spend $3.5B to advertise during sporting events next year, up 27% from 1995, according to Robert Coen, longtime forecaster for McCann-Erickson. USA TODAY's Wells & Enrico note the lure of events such as the Olympics and World Series, along with more "diverse" sports, have some companies looking to spend big in '96. Tony Ponturo, VP/Corporate and Media Sports Marketing for Anheuser-Busch, notes male beer drinkers age 21-34 are 50-100 times more likely to watch sports on TV, and that A-B has "got to be there." For January, PepsiCo has already committed up to $20M of Super Bowl ad time, where some spots run for $2.2M per minute. NBC had reportedly booked more than $650M in ad sales for the Atlanta Games, with Coca- Cola, McDonald's and GM expected to spend more than $100M each on Olympic sponsorships, TV ad time and on-site promos. One plus with a sports campaign is that it can "help smaller companies look like big-time players relatively cheaply" -- as Master Lock spent close to $3M on ads, with about half toward one Super Bowl spot. But risks include getting lost in a "cluttered" marketplace. Of those who prefer the "saturation approach," A-B and McDonald's are among the few planning to buy on both the Super Bowl and the Olympics, with plans to link the events in ads (USA TODAY, 12/8).