Sponsorship Symposium: Sports TV Marketplace On The Rebound

Execs Say TV Marketplace Beginning To Bounce Back From Economic Recession

As a challenging year comes to a close, execs say the sports television marketplace is beginning to see a bounce back, making them optimistic about the prospects for '10. A panel of advertising experts from TV, social and digital media speaking today at the SBJ/SBD Relay Worldwide Sports Sponsorship Symposium described the sports marketplace as a late-moving one that has finally begun to move. ESPN/ABC Sports Customer Marketing & Sales President Ed Erhardt said, “The football market surprised people a little bit. There was a point of view the football market would be softer. It developed late and it developed robustly.” Comcast Exec VP & Chief Revenue Officer Ray Warren said that spending decreases in categories like auto and financial forced his sales teams to think creatively about where to get money. That resulted in everything from signing a deal with a group of Wendy's franchisees to an agreement with a West Coast weinerschnitzel operation. Warren said, “No one's saying our sales are up. ... People are saying in light of things, our business is doing relatively well. We've gotten out and mined new categories.” For properties, advertising pressures have made it important to emphasize marquee events. NHL Senior VP/Integrated Sales Keith Wachtel said the league has been leveraging its Winter Classic to engage advertisers and encourage them to spend across the entire season. Wachtel added, “Big events will always at some point do well and drive the rest of various businesses for that broadcaster.”

THE TIMES ARE A CHANGIN': Though the television market has begun to return, the print market is still facing challenges and many of those dollars are shifting to digital video and social media, panelists said. Medialink Senior Partner Eric Fernandez said, “There's more interest in looking at video. Those are the areas you're starting to see money flow toward.” On the social front, VivaKi Senior VP & Global Head/Social Jeff Flemings said there has been tremendous growth. He added, “It reminds me of the beginning of digital six years ago where people are starting to hear about stuff that works. One of the things brand teams and customers are telling me every day is they're looking for more lower funnel impacts.”