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What Is The Next Advertising Money Cannon?

“In states where betting is legal, stations are having to squeeze live reads and segment sponsorships in wherever they can. Everyone is trying to make sure they aren’t leaving money on the table.”

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If I could tell you that I know beyond a shadow of a doubt that I know there is another advertising revenue stream out there that can repeat what sportsbooks did for sports radio AND that I know exactly what it is, I could handpick my next employer and name my price.

A Supreme Court decision to make sports gambling a state issue and not a federal one completely changed the advertising landscape. In states where betting is legal, stations are having to squeeze live reads and segment sponsorships in wherever they can. Everyone is trying to make sure they aren’t leaving money on the table.

“There is no question about the significant impact sports betting has had on revenue, both from the station side as well as for our on-air personalities who have become brand ambassadors,” Dennis Gwiazdon, VP and Market Manager of Cromwell Broadcasting’s Nashville cluster told me.

Stations in states that are yet to legalize gambling can see the boom and know it is coming eventually. What about states where gambling is already legal? What about states like Alabama or Utah, which are routinely viewed as two that could realistically never legalize sports betting? Is there a boom on the horizon for them?

I spoke with managers in three different markets. I wanted to know where they saw reason for optimism. The answers were interesting.

Earlier this month, John Ourand of Sports Business Journal took a look at the deal FOX signed with crypto.com. The site is the title sponsor of the network’s College Football Extra. Ourand theorizes that could open the door for crypto companies eventually spending money on sports television the way sportsbooks do.

What is the outlook for radio? Jeff Tyler, iHeartMedia’s area president in Wisconsin, is intrigued by the idea, but he isn’t telling his sellers to go rushing out to make deals.

“There are a lot of variables around crypto,” he told me via email. “So as a company we have a plan to work within this category but not put the company at risk or do anything that could negatively affect our listeners and partners.”

Jeff Tyler (@JeffTyler) | Twitter

Ken Brady, the sales manager at 1010XL in Jacksonville, knows that cryptocurrency has a buzz around it right now. He is not sure what the appetite for it is in terms of an ad market or what the industry’s appetite is for radio advertising.

“There is little chatter about cryptocurrency in our market or with partners,” he says. “This is something we need to understand and explore better.”

I asked all three men if there was a sector where they saw potential. Tyler had an interesting answer. He sees potential in eSports. He thinks teams and companies could benefit from connecting with stations with a dedicated listener base.

“Our brands could help them grow their fan base and activate them to attend more events in person and online.”

Gwiazdon has his eye on another vice. Just like gambling came out of the shadows and now functions under government regulation, it is only a matter of time he thinks before marijuana does the same.

“What immediately comes to mind is the legalization of marijuana at the state and, eventually, federal level,” he says. “There’s so much money in that industry – as evidenced where it has already become legal – that it could easily equal or surpass what’s happening with sports betting right now.”

What is interesting is that amongst this trio, Gwiazdon is the only one that lives in a state where there is absolutely no legal marijuana. What he sees as a potential boom for Tennessee is already legal in both Wisconsin and Florida, albeit exclusively for medical purposes.

A lot of sellers have big plans for pot and cannabis products where they are legal. Very few of them know all the answers though. That is why the RAB has a marijuana FAQ section on its website and advertising agencies specializing in marijuana have sprung up.

For 1010XL, the boom never really materialized according to Ken Brady.

100+ "Ken Brady" profiles | LinkedIn

“We have had little success with this category, the players who have come in seem to be interested in demos outside our strengths or have been flakey with no real appetite for a solid campaign that will work.”

Businesses built by someone following their passion for marijuana are flaky? Well, color me shocked!

Jeff Tyler told me iHeart is looking at this on a market by market basis. Wisconsin has made medical marijuana legal. Tyler can’t have his sellers approaching businesses the way sellers in neighboring states like Illinois or Michigan, where it has fully been decriminalized can.

“Until it’s fully legalized the advertiser revenue is very limited,” he said. “We have a team that leads this vertical for iHeartMedia and have states like Colorado that already have fully legalized marijuana so we have a solid plan and guidelines to follow with these advertisers. CBD is a small category with some hit spots in some markets.”

There may never be another category like sports betting. The money cannon that industry was ready to fire was unpresedented. You can’t bank on it happening again.

I asked Dennis Gwiazdon if it was possible that the radio industry will have to play a very proactive role in creating the next boom. He told me that may be the best way to think about it. What he is sure of is that no idea can be dismissed as the industry looks to find another stream of revenue that has the potential of the sportsbooks.

“We definitely have to get smarter at how we generate revenue. Relying on the old, tried and true ways won’t hold up forever. The good news is our business model is already undergoing a sea of change in terms of how we scale our radio/digital/entertainment assets for wider distribution and access. But some of us are further down the road than others. The audio industry is still the ultimate personal experience. How we continue to maximize – and monetize – our relationships with fans is the key to our survival.”

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BSM Writers

Keeping Premier League Games Shouldn’t Be A Hard Call For NBC

“Beyond its massive global fanbase, the Premier League offers NBC/Peacock a unique modern 21st-century sport for the short attention span of fans.”

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NBC Sports is facing some tough, costly decisions that will define its sports brand for the rest of this decade.  A chance to connect with viewers in a changing climate and grow Peacock’s audience as well.  However, making the right choice is paramount to not losing to apps like Paramount+ (pun intended).

NBC is currently in the business of negotiating to continue airing the Premier League as their current deal ends after this 2021-2022 season.  NASCAR is contracted to NBC (and FOX) through the 2024 season.

NBC’s tentpole sports are the NFL and the Olympics.  

Negotiations for the EPL are expected to go down to the wire. Rather than re-up with NBC, the league is meeting with other networks to drive up the price. NBC has to then make a decision if the rights go north of $2 billion.

Should NBC spend that much on a sport that is not played in the United States? It’s not my money, but that sport continues to grow in the US.

If NBC re-ups with the Premier League, will that leave any coins in the cupboard to re-up with NASCAR? Comcast CEO Brian Roberts hinted that there might be some penny pinching as the prices continue to soar. This may have been one of the reasons that NBC did not fight to keep the National Hockey League, whose rights will be with Disney and WarnerMedia through ESPN and TNT, respectively.

“These are really hard calls,” Roberts said. “You don’t always want to prevail, and sometimes you’re right and sometimes you’re wrong, but I think the sustainability of sports is a critical part of what our company does well.”

Roberts was speaking virtually at the recent Goldman Sachs 30th Annual Communacopia Conference. He told the audience that between NBC and European network Sky, that Comcast has allocated approximately $20 billion towards these sports properties.

Comcast CFO Michael Cavanagh spoke virtually at the Bank of America Securities 2021 Media, Communications and Entertainment Conference and echoed that the company is in a good position to make some strong choices in the sports realm. 

“The bar is really high for us to pursue outright acquisitions of any material size,” Cavanagh added. “We got a great hand to play with what we have.”

While the European investments involve a partnership with American rival Viacom, the US market seems to have apparent limits.

Last Saturday’s NASCAR Cup Series at Bristol Motor Speedway was seen by around 2.19 million people. It was the most-watched motorsports event of the weekend. That same week eight different Premier League matches saw over 1 million viewers. More than half of those matches were on subscription-based Peacock. 

Beyond its massive global fanbase, the Premier League offers NBC/Peacock a unique modern 21st-century sport for the short attention span of fans. A game of typical soccer fan is used to a sport that is less than two hours long. The investment in a team is one or two games a week. 

My connection to the Premier League began before the pandemic.  When I cut the cord in late 2017, I purchase Apple TV.  Setting it up, it asks you to name your favorite teams.  After clicking on the Syracuse Orange and the New Jersey Devils, I recalled that my wife has family based in London, England.  They are season ticket holders for Arsenal, and that family redefined the word “die-hard” fans.

I’ve long been a believer that sports allegiances are best when handed down by family. I love hearing stories of people loving the New York Giants because their parents liked them, and they pass it down to their children.

I’ve successfully given my allegiance to the Devils to my young daughters. 

By telling Apple TV that I liked Arsenal, I get alerts from three different apps when the “Gunners” are playing. The $4.99 is totally worth it to see Arsenal.

Whenever I told this story, I was amazed to see how many other American sports fans had a Premier League team. Students of mine at Seton Hall University rooted for Tottenham Hotspurs, while an old colleague cheers on Chelsea.

Global Is Cool': The Growing Appeal of Premier League Soccer in America
Courtesy: Morning Consult

This is not meant to say that NBC should sign the EPL on my account. The key for any US-based soccer fan is that between Bundesliga, Serie A, and other leagues, there will be no shortage of soccer available on both linear television and streaming services.

Besides, Dani Rojas did say that “Football is life.”  NBC, originator of the Ted Lasso character, should make keeping its Premier League US connection a priority.

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BSM Writers

Media Noise – Episode 45

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Today, Demetri is joined by Tyler McComas and Russ Heltman. Tyler pops on to talk about the big start to the college football season on TV. Russ talks about Barstool’s upfront presentation and how the business community may not see any problems in working with the brand. Plus, Demetri is optimistic about FOX Sports Radio’s new morning show.

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BSM Writers

6 Ad Categories Hotter Than Gambling For Sports Radio

“Using sports radio as a back page service for gambling will have a limited shelf life.”

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For years sports radio stations pushed sports gambling advertisers to early Saturday and Sunday morning. The 1-800 ads, shouting, and false claims were seedy, and some stations wouldn’t even accept the business at 5 am on Sunday.

Now, with all but ten states ready to go all in on sports gambling, sports radio stations can’t get enough of that green. Demetri Ravanos wrote about the money cannon that sports gambling has become for stations. Well, what if you are in one of those ten states where it isn’t likely to ever be legal like California or Texas? Where is your pot of gold?

A Pot of Gold Articles - Analyzing Metals
Courtesy: iStockphoto

Or, let’s face it, the more gambling ads you run, the more risk you take on that the ads will not all work as you cannibalize the audience and chase other listeners away who ARE NOT online gambling service users and never will be. So, what about you? Where is your pot of gold?

Well, let’s go Digging for Gold. 

The RAB produces the MRI-Simmons Gold Digger PROSPECTING REPORT for several radio formats. In it, they index sports radio listeners’ habits against an average of 18+ Adult. The Gold Digger report looks at areas where the index is higher than the norm – meaning the sports radio audience is more likely to use the product or service than an average 18+ Adult who doesn’t listen to sports radio. The report, generated in 2020, indicates that sports radio listeners are 106% more likely to have used an online gambling site in the last thirty days. That’s impressive because the report only lists 32 activities or purchases a sports radio listener indexes higher than an average adult. I looked at those 32 higher indexes, and I think we can start looking for some gold.

Using sports radio as a back page service for gambling will have a limited shelf life. The gambling companies who commit significant money to get results will continue advertising and chase the others away. So, the future of sports radio needs to include other cash cows.

If it is evident to online sports gambling services that sports radio stations are a must-buy, who else should feel that way?  I looked at the Top 32 and eliminated the media companies. ESPN, MLB/NHL/NFL networks, and others aren’t spending cash on sports radio stations they don’t own in general. But Joseph A Bank clothing, Fidelity, and Hotwire should! Here’s your PICK-6 list I pulled together that’s hotter than sports gambling:

  • Sportscard collectors, Dapper Labs, Open Sea- read about Sports NFT $.
  • Online brokerage firms-Fidelity, Charles Schwab, Robinhood, Webull, TD Ameritrade
  • Golf courses, resorts, equipment, etc.- we play golf at home and vacation
  • Hotwire.com, Booking.com, TripAdvisor, Airbnb, Carnival Corporation, and Priceline.com- we’ve used Hotwire in the last year.
  • FedEx, UPS, U.S. Postal Service, Venmo, PayPal, Zelle-we wired or overnighted $ 
  • Jos. A. Bank, shein.com, macys.com, nordstroms.com- we went to Jos. A. Bank in last three months

The sports card/NFT market is 32% hotter than the sports betting market for sports radio listeners. Everything on the PICK-6 is at least 100% more likely to purchase than an average 18+ Adult who doesn’t listen to sports radio. All listed are at or above indexing strength compared to sports betting. The individual companies I added are industry leaders. Bet on it! Email me for details. 

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