SBJ/October 1-7, 2012/People and Pop Culture
Plugged In: Richard Schaefer
Published October 1, 2012, Page 3
On how the TV landscape has swung for fights: If you look at what has happened with rights fees across sports, boxing has been left behind. So when you see these kind of weekends where you have, less than a mile apart, 35,000 paying customers going to a boxing event, and you had a very successful pay-per-view, and on the same night the highest-rated boxing event in the history of Showtime, I think TV networks can no longer ignore the sport of boxing. It’s a very vibrant live-content play.
On what it’s like to be a TV free agent coming off a three-year output deal with HBO: The beauty of having an output deal is that you could build content on a regular basis because you had the dates locked in. The beauty of not having an output deal is that it’s a free market, and whoever offers us the best deal is who we would go with.
On the increased emphasis brands are placing on reaching Hispanics: Until now, Corona never activated around a boxing event. They ran commercials: the sun and the beach and the girls. But now they’re starting to use boxing to activate, and the results they saw around Canelo really energized them. … Brands are going to realize that boxing is the way to get into the Hispanic home.