SBD/November 7, 2013/Marketing and Sponsorship

Fox Offering FS1 Advertisers Make Goods, Including Possible Super Bowl Pregame Slot

Fox Sports has been offering make goods "in some high-profile sports events" on Fox "as it looks to compensate" for FS1 ratings shortfalls, according to Jeanine Poggi of AD AGE. Some FS1 advertisers said that they are being "offered time in Fox broadcasts such as college football games and pre-game and post-game NFL programming." Some advertisers "even received time in the World Series on Fox." If FS1 "continues to under-deliver, some buyers suspect very early pre-game inventory on Super Bowl Sunday could be made available." A source said that all regularly-scheduled World Series units "were sold, and what was offered to FS1 advertisers were extra units that arose as games unfolded." An ad buyer said that Fox Sports by offering such high-end inventory to make up for shortfalls is "showing its commitment to [FS1] and keeping advertisers happy" (ADAGE.com, 11/6).
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