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. Top 10 TV Programs – Total Viewers Channel Date Rating Single Telecast (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
8 of the top 10 highest rating television programs in the US in 2010 were sports programs. 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. INNOVATINGINNOVATING THETHE PBAPBA COVERAGE COVERAGE
Assembled the industry’s best and freshest sports talents
More complete coverage
More meaningful statistics and game information incorporated into the coverage
PBA Commissioner’s Cup Performance
• AKTV’s PBA Commissioner’s Cup generating the highest ratings and audience shares since 2004.
TOTAL PBA (SEASONAL) Mega Manila, Total Individuals 2.3 SHR AMR 2.8 12.0 3.0 2.6 2.5 2.5 2.6 2.4 2.4 10.0 2.5 2.1 2.0 1.9 1.8 8.0 1.7 2.0 1.5 1.5 1.5 1.5 1.5 6.0 1.5 9.2 9.3 10.3 4.0 8.1 8.5 8.7 8.8 1.0 7.3 7.9 7.1 6.8 7.9 5.6 5.9 6.6 5.8 6.2 5.5 2.0 0.5
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CUP
2009
CUP
PHILIPPINE CUP PHILIPPINE
CONFERENCE
PHIL CUP PHIL
PBA 36TH PBA SEASON
COMM COMM CUP
CONFERENCE 2009 CONFERENCE
CONFERENCE
COMMISIONER'S CUP COMMISIONER'S
PHILIPPINE CUP2006 PHILIPPINE
MOTOLITE PBA FIESTA MOTOLITEPBA
PBA GRAN MATADOR GRAN PBA
PHILIPPINE CUP PHILIPPINE
PBA GRAN MATADOR GRAN PBA
2008 SMART SMART FIESTA PBA 2008
FIESTA CONFERENCE FIESTA
THE 2007-2008 SMART PBASMART2007-2008 THE
PBA SAN MIG COFFEE 2005 COFFEE MIG SAN PBA
FIESTA CONFERENCE 2004 CONFERENCE FIESTA
PBA 2007 TALK 'N TEXT FIESTA TEXT 'N TALK 2007 PBA
PBA 2011-2012 37TH SEASON 2011-2012 PBA 37TH SEASON 2011-2012 PBA
PBA 2010-2011 36TH SEASON 2010-2011 PBA
KFC PBA 2009-2010 PHILIPPINE2009-2010 PBA KFC
KFC PBA PHILIPPINE CUPPHILIPPINE PBA 2008- KFC
PBA 2005 FIESTA CONFERENCE
PBA GRAN MATADOR BRANDYMATADOR GRAN PBA
PBA FIESTA CONFERENCE 2010 CONFERENCE FIESTA PBA
PBA 36TH SEASON GOVERNOR'S 36TH PBA SEASON PBA TALK 'N TEXT PHILIPPINECUP TEXT 'N TALK PBA
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)*
PBA Game 7 Audience Shares PBA Game 7 Audience Shares Total Individuals, NUTAM Total Individuals, MEGATAM St 23 St 23 2% All Cable GNTV 3% All GNTV 3% Cable 4% 6% TV5 7% TV5 18% 17% AKTV ABS- AKTV CBN 19% ABS-CBN 26% 25% 19% GMA GMA 24% 24%
*-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 • Serious sports channel on
Philippine Pay TV • More accessible – Free TV
• More Live International • More experiential – Face to Events Face sports promotion
• 24/7 INCREASING BRAND VALUE THROUGH SPORTS MARKETING Harness the influential power of sports for your brand.