MARKETING AND BRANDING OF RACING RACING AND MEDIA IN THE 21 ST CENTURY MIKE MULVIHILL, SENIOR VICE PRESIDENT OF PROGRAMMING & RESEARCH, FOX SPORTS TV.

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Presentation transcript:

MARKETING AND BRANDING OF RACING RACING AND MEDIA IN THE 21 ST CENTURY MIKE MULVIHILL, SENIOR VICE PRESIDENT OF PROGRAMMING & RESEARCH, FOX SPORTS TV

U.S. Media Landscape 7.5 Hours of TV For Every 1 Hour Online How Video Content Is Seen 97% via Television 2% via Computer <1% via Tablet or Mobile 3 rd Heaviest TV Viewing Country

Power Of Live Sports More Channels, More DVRs Sports: Broad Audience Watching Live Attracting Hard-To-Reach Consumers

Rights Rising, New Channels Launching Premiership, Wimbledon, USGA FOX Sports 1, FOX Sports 2 FOX Sports Brazil, FOX Sports Holland

The Challenge of Younger Viewers Average Horse Racing Viewer is 60 Attracting Younger Viewers Hire Young, Fresh Talent Create a Unique Visual Difference Promote Aggressively in Young-Appeal Programs FOX and FOX Sports Are Younger Than the Competition

Opportunities For Horse Racing #1 AFFLUENCE Horse Racing Is A Premium Property Attracting Hard-To-Reach Affluent Consumers

Opportunities For Horse Racing #2 LIVE PROGRAMMING In An On-Demand Entertainment World Live Sports Events Command Attention

Opportunities For Horse Racing #3 VOLUME OF RACES Hundreds of Graded Stakes are Not Widely Available in the U.S.

Opportunities For Horse Racing #4 international calendar Showcase the Glamour and Spectacle Racing to High-Income Consumers

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