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Fox' MLB All-Star Game telecast "is expected to sell out at rates averaging $325,000 per 30-second spot," according to MEDIAWEEK's John Consoli, who notes "with two weeks to go, the network has about 10 units left." Fox President of Ad Sales Jon Nesvig: "Sports has desirable demographics, and we have not seen as much erosion in sports as in other areas of programming. The ratings are holding up pretty well." One media buyer said, "Fox sets a price for the All-Star Game, and everybody pays it. It's still one of the highest-rated programs in prime time for the third quarter" (MEDIAWEEK, 6/30 issue). BLOOMBERG NEWS' Scott Soshnick reported PepsiCo "bought more commercials than any other company" for Fox' All-Star Game telecast, and A-B, Sprint, Hewlett-Packard, Bank One and RadioShack have also signed on. Publicis & Hal Riney media buyer Doug Seay, whose company handles Sprint's account, said that "a live event during the summer, when few other sporting events take place, should attract more viewers." Seay: "The summer doldrums have gotten worse, and ratings are always a risk. But coming off last year's [9.7/17 Nielsen rating], they are almost bound to rise." Nesvig, on MLB's decision to grant World Series home field advantage to the winning league: "There's a hook, which advertisers like. It should be a real game this year" (BLOOMBERG NEWS, 7/2).
PRODUCTION: USA TODAY's Michael Hiestand writes, "Fox hopes to turn [the All-Star Game] from a sitcom into a prime-time drama." Fox Sports President Ed Goren: "We'll treat it like a postseason game." Goren added that Fox "will forgo its usual live conversations between their announcers and miked" managers, saying, "We had to respect what this whole game is about — that it's no longer an exhibition." Hiestand adds, "It would be strange if Fox hypes the game's significance, but viewers see players who aren't exactly sacrificing for the greater good." Fox announcer Joe Buck suggests that "any hype will become irrelevant." Buck: "My attitude is if the players don't care who wins, why should fans?" (USA TODAY, 7/2).
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