INCREASING BRAND VALUE THROUGH SPORTS MARKETING Harness the influential power of sports for your brand.
INCREASING BRAND
VALUE THROUGH
SPORTS MARKETING Harness the influential power of sports for your brand.
SPORTS IS THE GREAT EQUALIZER.
Fact: The biggest television events around the world are sporting events.
In the US, football rules the ratings. And NOTHING is bigger than the Super Bowl.
Super Bowl XLVI Broke the Record (AGAIN) as Most Watched Telecast in US Broadcast History.
8 of the top 10 highest rating television
programs in the US in 2010 were sports
programs.
Top 10 TV Programs –
Single TelecastChannel Date Rating
Total Viewers
(000)
1. Super Bowl XLV FOX 2/6/2011 37.7 111,041
2. Super Bowl XLV Kickoff FOX 2/6/2011 23.6 69,666
3. Super Bowl Post Game FOX 2/6/2011 22.4 66,030
4. AFC Championship CBS 1/23/2011 18.6 54,850
5. NFC Championship FOX 1/23/2011 17.6 51,884
6. AFC Divisional Playoff-SU CBS 1/26/2011 14.8 43,463
7. AFC Championship Pre-Kick on CBS 1/23/2011 13.4 39,473
8. NFC Wild Card Game FOX 1/9/2011 13.3 39,274
9. Academy Awards ABC 2/27/2011 12.9 37,922
10. Super Bowl Pre FOX 2/6/2011 11.9 35,136
Source: The Nielsen Company
Meanwhile, in other parts of the world…
2010 World Cup TV Audience
In total, the reported figures represented the viewing of almost one billion people (976 million)
All over the world, sports is the BIGGEST thing on television.
But in the Philippines, this is not the case.
Sports channels generally catered to the mid to upscale markets
Dedicated sports channels were on pay TV
Even the most popular local sports events were broadcast in English
This is unfortunate as bulk of TV viewership in the Philippines comes from the mass market who were alienated because of the conventional way that sports was delivered.
Nielsen TV Viewership
Profile
We have BIG dreams for
Philippine sports
TV5’s sports arm SPORTS5 and its free TV platform,
AKTV was created with the goal of building a
healthier and more competitive Philippines, and
developing a winning culture through sports.
Long-term plan to:
Build and expand the sports market
Make sports programs competitive with other more
traditional entertainment genres
Support and develop the Filipino athlete
With our game-changing approach, AKTV has
begun changing the way Filipinos experience
sports by making it more accessible, delivered
more appropriately for the general audience.
KEY POINTS
SPORTS IS MUST-SEE TV
GET IN THE GAME
SPORTS IS EXPERIENTIAL
SPORTS IS POSITIVE
SPORTS THRIVES ONLINE
SPORTS IS MUST-SEE TV Real and compelling television
Challenge:
To make the PBA a
part of the NATIONAL
conversation AGAIN.
Key Marketing Objective To build affinity for the PBA’s
Players and teams to stimulate
interest and boost viewership
and attendance.
Key Message: A call to action for fans to
choose sides, highlighting
key player’s strengths and
crowd draw.
INNOVATING THE PBA COVERAGE
Enhancing the storytelling aspect
Introduced a new staple to the PBA viewing
experience: the AKTV CENTER.
INNOVATING THE PBA
COVERAGE
Assembled the industry’s best and
freshest sports talents
More complete coverage
More meaningful statistics and game information incorporated
into the coverage
INNOVATING THE PBA COVERAGE
8.1 9.2
5.6 8.5 9.3 8.7
7.3 5.9
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TOTAL PBA (SEASONAL) Mega Manila, Total Individuals
SHR AMR
PBA Commissioner’s Cup
Performance • AKTV’s PBA Commissioner’s Cup generating the highest ratings and audience shares
since 2004.
PBA Commissioner’s Cup
Performance
Game 7 BMEG Llamados vs TNT Tropang Texters : generated 2.7M+ average
viewers (net of AKTV Center), highest point within the OT period with over 4M
viewers (9.7 amr% and 27.4% shares)*
TV5
18%
ABS-CBN
25%
GMA
24%
AKTV
19%
GNTV
3%
St 23
3% All
Cable
7%
PBA Game 7 Audience Shares Total Individuals, NUTAM
TV5
17%
ABS-
CBN
19%
GMA
24%
AKTV
26%
GNTV
4%
St 23
2% All Cable
6%
PBA Game 7 Audience Shares Total Individuals, MEGATAM
*-Total Individuals, Sunday, 6 May 2012 (Week 19); Arianna, Nielsen TV Audience Measurement
16% Increase in gate
receipts
26% Increase in gate
attendance
NCAA = PRIMETIME
COLLEGE SPORTS The NCAA is more than just basketball.
TV coverage to encompass and
emphasize a variety of sports and events
outside of basketball designed to OWN
COLLEGE SPORTS
To make the NCAA BIGGER, we need to
tap into a BIGGER audience because the
excitement and energy of college sports
isn’t just for the students & alumni, it’s for
EVERYONE.
NCAA now seen on a more fan-friendly
timeslot
GET IN THE
GAME With sports, you’re a part of the sports viewing
experience
In-game Executions
Branded executions and sponsored segments
have long been accepted as a part of sports viewing
Branded game elements
Slo-mo replays
Move of the Game
Scoreboard/timer
Highlight reel ownership
Fan-related premiums
Title cards/round cards
All elements are customizable for your brand or
campaign
Virtual Graphics: Innovative
and memorable
SPORTS IS
EXPERIENTIAL Sports by nature has an on-ground component
Face to face with the fans
Sports has a natural on-ground component with countless opportunities for on-ground activations.
LED’s and digital scoreboards
TVC playback and in-venue acknowledgement
Streamers
Booth setup (for sampling, flyering and/or selling)
In-venue games, contests and giveaways
Reach out beyond the
venue
This is only the beginning… Barangays visited: 47 and counting
Total no. of participants: Ave of 400 per barangay not including the thousands of spectators (population ranges from 1,000-80,000 per barangay)
Kampihan Cards distributed: 7,839 and counting
Next Steps:
Return to the barangays and get them to the venues.
Expand the reach of Barangay AKTV to more barangays in Metro Manila and eventually make it a nationwide program.
Coming Soon: UFL School
Tour
Strengthen football interest among the
student population
Interactive football experience with
clinics, meet and greets, games &
challenges, etc
Strategic partnership with high school and
college athletic programs to make
participation and attendance of the UFL
games a school initiative for their students.
Coming Soon: National
Youth Football
Championship
One of our most ambitious projects to date
Nationwide, grassroots level football
tournament targeted to the ff age groups:
Under-8
Under-10
Under-13
10-month league that will engage the youth
and the community
SPORTS IS
POSITIVE Brand association with the positive values
embedded in sports
F.Y.I.
An EXCLUSIVE interstitial that teaches the
average Filipino the basics of soccer
through unique lessons and
demonstrations by National Team Players
and AKTV’s Ambassadors of Football Phil
and James Younghusband
1-on-1 TIU-TORIALS
Brand new instructional segment featuring AKTV’s
ambassador of basketball
SPORTS THRIVES
IN THE DIGITAL
WORLD The web is the natural habitat of sports lovers.
Our Game Changing Approach
to Philippine Sports
• More appropriate – Filipino
• More accessible – Free TV
• More experiential – Face to
Face sports promotion
• Serious sports channel on
Philippine Pay TV
• More Live International
Events
• 24/7
INCREASING BRAND
VALUE THROUGH
SPORTS MARKETING Harness the influential power of sports for your brand.