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Sports Advertising. Communications 452 – Advanced Media Planning. Christina Greer & Jynafer Castillo. Why Sports Advertising. Reaching a new arena of advertising Reaching those who don’t participate in traditional media Reaching a specific audience with prolonged impressions. Anaheim Ducks.

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Sports Advertising

Communications 452 – Advanced Media Planning

Christina Greer & Jynafer Castillo

why sports advertising
Why Sports Advertising
  • Reaching a new arena of advertising
  • Reaching those who don’t participate in traditional media
  • Reaching a specific audience with prolonged impressions
anaheim ducks
Anaheim Ducks
  • 19,400 seats
  • 1.8 million guests annually
  • 2005 had $36 million in gross ticket sales
  • 31 concerts in 2005

NCAA Division Men’s Basketball West Regionals in 1998, 2001 & 2003

  • 9,000 season tickets for 2005/06 season
anaheim ducks1
Anaheim Ducks
  • 57-freeway marquees
  • Club level branding opportunities
  • Scoreboard
  • Signage
  • Arena Vision
  • Two 320 degree LED rings
  • Rink opportunities
los angeles clippers
Los Angeles Clippers
  • Collaboration with KTLA
  • :30 in-game spots
  • In-game elements sponsoring
  • Billboard in Sports Plus
los angeles clippers1
Los Angeles Clippers
  • Collaboration with KSPN 710 AM
  • :30 in-game spots during game
  • :30 in pre/post game shows
  • In feature broadcast element
los angeles clippers2
Los Angeles Clippers
  • 80’ courtside signage
  • Category exclusivity
  • Three minutes guaranteed TV time
  • Six minutes in-arena time
  • 320 degree LED banners
  • 3’ x 14’ dasher boards
  • Additional promotions and ads
good to know
Good To Know
  • Sports team or sports venue?
  • How many people?
  • Aired on national, national spot or cable TV?
  • What other events?
  • Canceling contract?
  • Bonuses?
  • Other advertisers?
  • Category exclusivity?
commission and compensation
Commission and Compensation
  • Agency for client – 15%
  • Media firm for agency for client – 15% + firm costs (5-15%)
options coverage rates
Options, Coverage & Rates
  • So many choices, so many possibilities
additional info
Additional Info
  • Sales reps with team or venue
  • Ticket sales
  • Broadcast ratings
  • Participants
  • Website views
  • Traffic
  • Confidentiality
contract policies
Contract Policies
  • Sports’ seasons
  • Fiscal year
  • Confidentiality
who benefits
Who Benefits
  • Diverse audience can be reached
  • Fans
  • Use of MarCom
  • Integrated brand promotion