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SBD/February 27, 2013/MediaPrint All
FS Detroit, after "record numbers last season" for Tigers telecasts, is "capitalizing on that thirst this year with double-digit advertising rate increases," according to Bill Shea of CRAIN’S DETROIT BUSINESS. FS Detroit Senior VP & GM Greg Hammaren said, "We're asking for it, and getting very large rate increases. I haven't seen this sort of year-over-year rate increase in my career. There is tremendous demand in every (advertising) category." A source said that FS Detroit in some cases is charging up to 25% more for a 30-second spot "than it did a year ago.” Based on the RSN’s 9.8 local rating for Tigers' games last season, the charge “would be $5,978 for an advertiser.” Because FS Detroit “reaches a statewide audience, that figure in many cases is a bit more expensive.” While Hammaren declined to discuss financial specifics, he said that bulk and longtime advertisers “typically negotiate discounts that drive down that cost." Hammaren said that FS Detroit has “about 150 advertisers for the Tigers' season," but did not say how many are new for ‘13. He added that the net has sold 80% of its advertising inventory for the season "at this point, which puts the network slightly ahead of last year.” SNL Kagan data shows that FS Detroit was “expected to see its operating revenue increase” to $136M in ‘12 from $119M in ‘11. The net “increased its programming expenses last year” to $99M from $87M two years ago, and “ranked 21st in operating revenue" out of the 36 RSNs tracked by SNL Kagan (CRAIN’S DETROIT BUSINESS, 2/25 issue).
The new Barclays Center and Nets apps officially launched Feb. 1 "after nearly a year in development," and were "showcased at a media event" prior to the Nets' Feb. 19 home game against the Bucks, according to Katie Linendoll of ESPN.com. The apps offer live video feeds via "StadiumVision," which allows fans to "tune into live video streaming, choosing from different POVs from unique camera angles, including slam cam, sideline cam and replay cam." With use of "everything from handheld cams to GoPros to capture and stream multiple videos, this gives fans new added value for their stadium vantage points -- especially when in the bathroom." Fans also can order food with the apps, which offer "more obvious features such as an interactive map, stats, check-in on social networks and an events breakdown." The Barclays Center app has been "downloaded 21,000 times and the Nets app has 43,000 downloads." The apps currently are available on Apple's iOS and Android, but Nets execs said that if "there is demand on Windows and BlackBerry, they'll build those in the future." Linendoll wrote the app's developers, including Willow Tree, "set out to change the way we watch arena basketball, and they succeeded" (ESPN.com, 2/25).