SBD/March 7, 2013/Marketing and Sponsorship

Crashing The Boards: Turner, CBS Generate $1B In March Madness Ad Sales

AD WEEK's Anthony Crupi cited Kantar Media data as showing that the '12 NCAA men's basketball tournament last year “scared up more ad dollars for CBS and Turner Sports than the respective playoffs and championship series” for the NFL, NBA, MLB and NHL. CBS, TNT, TBS and truTV from March 13 to April 2 last year “generated just over" $1B in tournament ad sales revenue. Kantar's figures do not take into account the $60M in "digital inventory sold by CBS and Turner.” Last year’s tourney “marked the second year of the 14-year CBS-Turner collaboration.” Ad spend has “soared" 64% from $614M in '10, when the nets began live telecasts of all 67 tournament games (ADWEEK.com, 3/6).

WALL TO WALL COVERAGE: In DC, Sarah Kogod wrote the welcome message on Wizards G John Wall's website "has adidas written all over it." The message reads, "The only destination for all things JW2." Wall confirmed that both adidas and Red Bull were “involved in the creation of the site.” The site is “certainly a marketing effort.” Wall was asked if he was “ready to join RGIII in the initials game,” referring to adidas’ relationship with Redskins QB Robert Griffin III. Wall replied, “Somewhat, maybe. Adidas is probably pushing that one more. I might use that one, but I don’t know yet” (WASHINGTONPOST.com, 3/6).

BIG MAN, LITTLE CAR: ESPN’s Stephen A. Smith yesterday said of Shaquille O’Neal’s TV ads for Buick, “I don’t understand him in these commercials with these little cars. I don’t get it.” ESPN’s Jay Crawford replied, “If it’s good enough for Shaq, it’s good enough for small people too.” But Smith said O’Neal’s “feet are so big I don’t even know if they can fit under” the dashboard to the pedals. Crawford noted, “That’s the whole idea. If he fits in the car, anyone fits in the car.” Smith: “I guess that’s the message they’re trying to send” (“SportsCenter,” ESPN, 3/6).
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