SBD/August 16, 2013/Marketing and Sponsorship

FS1 Secures Strong Lineup Of Advertisers, Including Heavy Presence From Automakers

Fox first turned to marketers that have long supported the broadcast network
FS1 launches Saturday with advertising from "blue-chip marketers in the auto, electronics, food & beverage and insurance categories," according to Michael McCarthy of AD AGE. Fox Sports Senior VP/Sports Sales Mark Evans said that GM, Chrysler, Ford, Toyota, Microsoft, Samsung, Pepsi, State Farm, Geico, Taco Bell, AT&T and Verizon "are among the advertisers signing ad deals" with the net. The rates they paid are unknown, but Evans said that FS1 "has booked 'hundreds of millions' in advance ad sales." He noted automotive companies are "far and away" outspending other marketers. Nissan, Hyundai and Kia "have come aboard" in addition to the four aforementioned brands. Evans said that he is "still in negotiations with auto clients," though he declined to name them. McCarthy reported in looking for advertisers, Fox "first turned to marketers that have long supported" the broadcast network. Evans said that in addition to serving as the exclusive auto sponsor for the "Fox NFL Sunday" and "Fox College Football" pregame shows on Fox, Ford has "agreed to title sponsor the pregame show for FS1's Big East college basketball coverage" beginning this fall. Meanwhile, Fox will broadcast Super Bowl XLVIII from MetLife Stadium in February, and Evans said that he and Fox Sports Exec VP/Ad Sales Neil Mulcahy are "strongly suggesting that advertisers who purchase time in the Super Bowl should buy time on FS1 too" (ADAGE.com, 8/15).
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