Entertainment Marketing Mrs. Wilson Sports & Entertainment Marketing

Entertainment for Sale Influencing how people choose to use their time and their money Influencing how people choose to use their time and their money Looked at in two ways: Looked at in two ways: As a product to be marketed As a product to be marketed How it uses entertainment to attract attention to other products How it uses entertainment to attract attention to other products

Whatever people are willing to spend their money and spare time viewing RATHER than participating in. Whatever people are willing to spend their money and spare time viewing RATHER than participating in. Can include sports or the arts, viewed in person or in broadcast or recorded form. Can include sports or the arts, viewed in person or in broadcast or recorded form. What exactly is Entertainment?

Difference between Sports and Entertainment Sports Sports Games of athletic skill Games of athletic skill Entertainment Entertainment Movies Movies Theater Theater Circus Circus Traditional athletic contests Traditional athletic contests

Is this Entertainment or Sport? Professional Wrestling????

WrestleMania A much publicized pay-per-view pro wrestling match was held in July A much publicized pay-per-view pro wrestling match was held in July Basketball players Karl Malone and Dennis Rodman teamed up with pro wrestlers to present “sweaty theatrics.” Basketball players Karl Malone and Dennis Rodman teamed up with pro wrestlers to present “sweaty theatrics.” The basketball stars claimed they were in the entertainment business. The basketball stars claimed they were in the entertainment business.

A Picture Speaks a Thousand Words…

Matter of Opinion Sometimes “entertainment” is a matter of opinion Sometimes “entertainment” is a matter of opinion Professional wrestling is an exaggeration of a real sport Professional wrestling is an exaggeration of a real sport Professional wrestling attracted an audience of 34 million cable-TV viewers in July of 1998 Professional wrestling attracted an audience of 34 million cable-TV viewers in July of 1998

Bloomberg News Article NBA contracts are now including players to not participate in activities that might result in injury, such as being involved in a pro wrestling match NBA contracts are now including players to not participate in activities that might result in injury, such as being involved in a pro wrestling match The NBA does not want its players following in the footsteps of both Dennis Rodman and Karl Malone. Malone, however, has exceptions to things in which he enjoys (9/1/02) The NBA does not want its players following in the footsteps of both Dennis Rodman and Karl Malone. Malone, however, has exceptions to things in which he enjoys (9/1/02)

Is a Distinction Required for Successful Marketing? Whether sports or entertainment, sponsors want to gather as much marketing info as possible about the viewers Whether sports or entertainment, sponsors want to gather as much marketing info as possible about the viewers Once the characteristics are understood, sponsors can plan their service or product and decide how to promote it Once the characteristics are understood, sponsors can plan their service or product and decide how to promote it

Demographics TV networks find this age group the hardest to attract to sports and entertainment TV networks find this age group the hardest to attract to sports and entertainment Are they male or female? Are they male or female?

TV Networks They are SO desperate to attract male views ages 12 to 34. They are SO desperate to attract male views ages 12 to 34. Professional wrestling and X-Games are two successful examples of television capturing the attention of this market. Professional wrestling and X-Games are two successful examples of television capturing the attention of this market. Identify three additional TV shows aimed at these sought-after male viewers…. Identify three additional TV shows aimed at these sought-after male viewers…. Make a list of products that may be advertised on those shows… Make a list of products that may be advertised on those shows…

Males like… TV SHOWS TV SHOWS Reality TV Shows Reality TV Shows Has become a key site for experiments in "advertainment," or the merging of advertising and entertainment programming Has become a key site for experiments in "advertainment," or the merging of advertising and entertainment programming The Simpsons The Simpsons South Park South Park PRODUCTS PRODUCTS Soft drinks Soft drinks Fast food Fast food Cars Cars

Extreme Sports Once considered the sole province of the multi-pierced, tattooed slacker, have entered the mainstream Once considered the sole province of the multi-pierced, tattooed slacker, have entered the mainstream These high-intensity, individualistic sports, which involve everything from the ultra-hip snowboarding to Moto-X have encroached upon traditional sports - especially group sports - in popularity These high-intensity, individualistic sports, which involve everything from the ultra-hip snowboarding to Moto-X have encroached upon traditional sports - especially group sports - in popularity

Extreme Sports Continued… Monday Night Football, for example, has recently struggled for an audience Monday Night Football, for example, has recently struggled for an audience Viewer ship has steadily increased each year for such sports events as the X-Games on ESPN and the Gravity Games on NBC Viewer ship has steadily increased each year for such sports events as the X-Games on ESPN and the Gravity Games on NBC "These new sports are an authentic slice of the wider youth culture and not just a fad," says Harvey Lauer, president of American Sports Data, Inc. (ASD), a sports marketing research company in Hartsdale, NY "These new sports are an authentic slice of the wider youth culture and not just a fad," says Harvey Lauer, president of American Sports Data, Inc. (ASD), a sports marketing research company in Hartsdale, NY

Real Statistics Three out of five U.S. kids and teens (61 percent), watch extreme sports on TV, more than the number who watch most other sports. Three out of five U.S. kids and teens (61 percent), watch extreme sports on TV, more than the number who watch most other sports. Those living in the West are the most likely of all to tune in to extreme TV. Those living in the West are the most likely of all to tune in to extreme TV.

Should the summer Olympics add X sports like skateboarding to the lineup? Time will tell… Time will tell… What do you think? What do you think?

Success of Snowboarding Snowboarding in Salt Lake was overwhelming, and if NBC's 1,210 hours of coverage in Athens fail to make inroads into that most desirable of demographics - viewers 18 to 34 years old - X sports could yet emerge onto the Olympic stage. Snowboarding in Salt Lake was overwhelming, and if NBC's 1,210 hours of coverage in Athens fail to make inroads into that most desirable of demographics - viewers 18 to 34 years old - X sports could yet emerge onto the Olympic stage.

Actual Statistics No. Traditional events should not be pushed off the packed roster by trendy sports. 61.8% No. Traditional events should not be pushed off the packed roster by trendy sports. 61.8% Yes. The Summer Games need to keep younger viewers interested. 38.2% Yes. The Summer Games need to keep younger viewers interested. 38.2%

Olympics & X-Games X Games, the louder, brasher imitator that is wildly popular among teenagers and 20-somethings. X Games, the louder, brasher imitator that is wildly popular among teenagers and 20-somethings. Viewership for the X Games, which feature death-defying exploits on skateboards and such crowd pleasers as bicycle high-jumping, has nearly doubled since Viewership for the X Games, which feature death-defying exploits on skateboards and such crowd pleasers as bicycle high-jumping, has nearly doubled since 1995.

Olympic Ratings But ratings for the Summer Olympics fell 19 percent for the 2000 Games in Sydney from the 1992 Games in Barcelona, NBC said. But ratings for the Summer Olympics fell 19 percent for the 2000 Games in Sydney from the 1992 Games in Barcelona, NBC said. Still, the X Games TV audience remains minuscule compared with that of the Olympics. Still, the X Games TV audience remains minuscule compared with that of the Olympics.

Marketing—Key to Survival The modern Olympics may have been built on idealism and authenticity, but marketing is the key to survival. The modern Olympics may have been built on idealism and authenticity, but marketing is the key to survival. So the Games, as with most entertainment enterprises, are reaching out to the under-35 crowd coveted by advertisers. So the Games, as with most entertainment enterprises, are reaching out to the under-35 crowd coveted by advertisers.

Marketing Continued… Traditional Summer Olympics sports such as swimming, gymnastics and track don't cut it with Gen-Xers. Traditional Summer Olympics sports such as swimming, gymnastics and track don't cut it with Gen-Xers. They want more action, more risk and more flesh. They want more action, more risk and more flesh.

Review Questions What is Entertainment? What is Entertainment?

Answer Whatever people are willing to spend their time and money watching Whatever people are willing to spend their time and money watching

Question What is Marketing Information Management? What is Marketing Information Management?

Answer Enables sponsors to design product promotions specifically for that audience Enables sponsors to design product promotions specifically for that audience