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Marketing and Sponsorship

MASN Sees Spike In Ad Sales For '15 Season With Playoff Appearances By O's, Nats

MASN “felt a strong postseason push” with MLB playoff runs by the Orioles and Nationals, as advertising for the ’15 season is “tracking ahead of last year,” according to Rick Seltzer of the BALTIMORE BUSINESS JOURNAL. Many of the advertisers signing up now had been “in talks with MASN throughout the 2014 season,” but the teams’ postseason appearances seem to have “encouraged them to ink deals early.” MASN Senior VP & General Sales Manager John McGuinness said of the Orioles, "It was really fortuitous the club went so far and generated the excitement they did.” McGuinness added that talks with advertisers for the next season “can sometimes string out until the week or two before it begins.” Seltzer noted MASN “used the in-game postseason experience to try to land some advertisers and sponsors” by hosting them in luxury boxes and offering up some “choice seats” at Camden Yards. Year-over-year ad rates for games “could grow by a percentage in the mid-teens” for ‘15. McGuinness “listed more than 20 sponsors who've committed to spending with MASN that he believes may have been influenced by the Orioles' postseason run,” including automobile companies like Toyota, Chrysler and Ford, retailers like Bass Pro Shops, government agencies like the Maryland Office of Tourism, and health insurer CareFirst (BIZJOURNALS.com, 10/23).

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