MLB Broadcasters Face Tough Ad Sales Given Economy, '08 Ratings
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Goren Says Fox Sports
"Feeling Very Positive" |
MLB broadcasters Fox, ESPN and TBS are "in for a harder slog selling ad time for the regular season" this year as they are "up against a tanked economy and a decline in ratings last year," according to Kevin Downey of MEDIA LIFE MAGAZINE. While it "won't likely turn out to be a disastrous season," the networks will "do well to finish out flat to last year in total sales." To get those sales, the nets are "working with advertisers, tossing in added-value packages like space on their web sites and in-game graphics, and that's so even for last-minute advertisers." Turner Sports Exec VP/Ad Sales & Marketing Jon Diament: "Clients are getting budgets released late and we at Turner are preparing sponsorship platforms in anticipation of late budgets. They can get sponsor opportunities that are strategic and integrated, even if it's last minute." Fox Sports President Ed Goren: "Commitments are coming in later. Having said that, we're feeling very positive." Downey notes sellers also are "struggling because of cutbacks from ad categories like auto and financial services that in past years spent heavily on sports and baseball in particular." What is "saving regular season baseball, along with other sports, is heavy spending by categories like fast food, beer and telecom that aren't feeling the sting of the economic slump nearly as much." ESPN Exec VP/Multimedia Sales Eric Johnson: "We're seeing demand being consistent with how it was in the past." Downey notes one thing "working in baseball's favor this season is the expectation that ratings will be up over last season, with cash-strapped consumers opting to stay home rather than go out and spend money" (MEDIA LIFE MAGAZINE, 4/6 issue).
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