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SBJ/June 12 - 18, 2000/Marketingsponsorship
Pay-per-view fight hitting the market with global advertising
Published June 12, 2000
Between $8 million and $10 million worth of multimedia advertising is inundating the marketplace to promote TVKO's live pay-per-view telecast of the Oscar De La Hoya-Shane Mosley title fight Saturday at the Staples Center in Los Angeles.
"We're trying to hit consumers everywhere they read, listen, watch, etc. with messages about this fight," said Mark Taffet, a senior vice president at TVKO, the pay-per-view arm of Time Warner's HBO.
De La Hoya-Mosley promotional spots are set to appear Friday on ESPN2's weekly prime-time boxing series. The telecast will include features tied to the fight.
"Preview to Destiny," a half-hour TV show previewing the fight, is slated to air on local broadcast stations this week in 15 major markets across the country.
Ads publicizing the bout will run Thursday on NBC's "The Tonight Show with Jay Leno" and are slated for Spanish-language broadcaster Univision's popular "Sabado Gigante" series Saturday.
To further publicize the match, TVKO, in conjunction with cable and satellite companies, bought media in over 75 markets.
TVKO also has in place an extensive Internet-based promotional strategy that includes live prime-time chats with the two fighters Thursday on America Online. There will also be live Webcasts of the final news conference and the weigh-in.
More than 2 million households across the country will receive direct-mail literature publicizing the event. DirecTV is running a direct-mail promotion in California and Texas, offering a discount on the fight's $49.95 pay-per-view price to Hispanic households that order the satellite company's "Para Todos" package of Spanish-language networks.
The pay-per-view record for a non-heavyweight bout was set by last year's De La Hoya-Felix Trinidad fight, which generated 1.3 million pay-per-view buys at $49.95 each.