SBD/January 9, 2014/Marketing and Sponsorship

Pacers' On-Court Success Boosts Ad Sales, Ratings On FS Indiana

The Pacers are "packing in advertisers" for telecasts on FS Indiana, as by early December, inventory on the net was "sold out for that month" and more than 90% sold out "for the entire season," according to Anthony Schoettle of the INDIANAPOLIS BUSINESS JOURNAL. FS Indiana Senior VP & GM Jack Donovan "wouldn't say how much ad sales were up." But Donovan said, "It's a lot. We're selling out faster and at higher unit rates." Local sports marketers and media buyers said that ad inventory during Pacers games last year "was less than 70 percent sold." Local media buyers estimate that ad rates on the net for a 30-second spot have "gone from as low as $280 to now as high as $1,000." Donovan said that renewals from last year's advertisers were at 90% and Fox Sports officials have "been able to leverage the Pacers' hot start to ink several new advertisers, including Comcast, Subway and Franciscan St. Francis Health." With "much of its ad inventory sold," FS Indiana is now "likely looking forward to the first-round playoff games and even next season." Schoettle noted the increased ad sales "have been triggered by skyrocketing TV viewership." Ratings for Pacers games on the net are "higher than they've been in over a decade." Ratings through December are up 141%, the "highest year-over-year percentage increase" among NBA RSNs. The Pacers through 29 games were averaging a 4.5 local rating on FS Indiana (INDIANAPOLIS BUSINESS JOURNAL, 1/4 issue).
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