Entertainment Marketing

1. Entertainment Marketing Mrs. Wilson Sports & Entertainment Marketing

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

3. What exactly is Entertainment? • 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.

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

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

6. WrestleMania • A much publicized pay-per-view pro wrestling match was held in July 1998. • 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.

7. A Picture Speaks a Thousand Words…

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

9. 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 • 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)

10. Is a Distinction Required for Successful Marketing? • 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

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

12. TV Networks • 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. • Identify three additional TV shows aimed at these sought-after male viewers…. • Make a list of products that may be advertised on those shows…

13. Males 24-32 like… • TV SHOWS • Reality TV Shows • Has become a key site for experiments in "advertainment," or the merging of advertising and entertainment programming • The Simpsons • South Park • PRODUCTS • Soft drinks • Fast food • Cars

14. Extreme Sports • 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

15. Extreme Sports Continued… • 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 • "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

16. 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. • Those living in the West are the most likely of all to tune in to extreme TV.

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

18. 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.

19. Actual Statistics • 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% http://www.csmonitor.com/2004/0809/p01s03-ussc.html

20. Olympics & X-Games • 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 1995.

21. 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. • Still, the X Games TV audience remains minuscule compared with that of the Olympics.

22. Marketing—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.

23. Marketing Continued… • 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.

24. Review Questions • What is Entertainment?

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

26. Question • What is Marketing Information Management?

27. Answer • Enables sponsors to design product promotions specifically for that audience