As we learn from Badenhausen, Ozanian and the Neilson report, sports is an industry
that is growing fast. Sports has transcended cultures throughout history, and
is firmly rooted in the nature of man. The reason for this is simple,
competition and nationalism/pride are intrinsic to the way a human molds
himself. What I am trying to say is that sports are means to unescapable ends
(entertainment, trill and fandom)…they will always be around. Like the other
parallel media systems politics &entertainment, sports’ appeal existed
before TV and newspapers. My blog will set out to outline some properties of
sports that allow it to thrive from a media point of view.
“The dynamic of a particular market in which the audience is
being bought and sold affects it’s value” (Napoli 97). Napoli is talking about
audience values, and how it effects the success in this case of sport teams.
Teams don’t just pop up in random spots, they normally come in one of two forms-
big city teams like the New York Yankees and then niche teams like the Green
Bay Packers or Oklahoma City Thunder. The big city teams are always worth more like
the Lakers, Knicks and Bulls. (Badenhausen) This is because they have a larger,
more valued audience.
Respondent
prompt- Compare Niche sport teams with other niche media models. Come up with
an example of how location plays a part in the reception of another niche
product outside of sports. Check out and compare the successes of small market
sport teams with other niche media products.
Nielson writes, “Sports
fans, hungry for new content, have wholly embraced this newfound on-the-go
convenience. And as rabid consumers of content, this group leverages the array
of options to continue increasing the amount of time they spend with sports
content year-over-year”. Though this quote is referring to digital media
distribution, but certainly coincides with the production of alternate sports
content. Like other media systems there
is a huge market for talk shows, newspaper articles and other satellite products
that orbit the larger product. I will look at how the talk show thrives due to
the built in regional/ gender based audiences.
The most valued audience for a product depends on the
product. For products whose most valued audience is the male demographic or regionally
based, sports is probably the best venue for you to advertise. To demonstrate a
point, I have done a small content analysis that you all will have to trust. On WFAN, the Ticonderoga of sport radio
stations, there are a few products that annually advertise with the station. Anthony’s Coal Fire Pizza a Tri-State
area chain, is one that takes advantage of the regional audience provided by
the station. On Valentine’s Day every year, companies like 1800 Flowers and Vermont
Teddy Bear remind the men that they need to buy their spouse a gift. (Nielson
6)
When talking about advertising on the games actual program
we notice the same audience qualities. “The MLB may no longer be the “national”
past-time from a TV audience prospective, but it is, however, stronger than
ever among local markets. 11 out of 30 teams claimed the title as the
highest-rated, most-watched local programing during primetime for both
broadcast and cable during the 2014 season”(Nielson 16 ).
Respondent Prompt- The rise of 24/7 new cycle and constant
need for gratification has created a market for alternative content. I have
outlined why this is so. Give me an example of another media industry that has
expanded its market to satellite products. Have the alternative products like
talk radio, highlight news shows become so intrinsic to the field that it would
be detrimental to the parent product if it weren’t there. Illustration- if
sport talk and opinion wasn’t around, I wouldn’t like sports half as much.
Apply this to another industry.
The final trend that I will look at is the opposite of the
trend I have been focusing on. The nationalizing of the sports industry. The
Nielson report (16) touts the NBA as the most culturally diverse. Badenhausen
tells us “With some help from Nike, Stern’s idea of marketing of individual
star players—Jordan, Kobe, LeBron—created global celebrities and fueled
interest in the game”. Instead of focusing on loyalty to a team and region, we
see a focus on a national celebrity like Kobe or LeBron. This makes the NBA
more appealing to big money corporations like McDonalds who are across the
nation. As Nielson states NBA fans
are more likely to have eaten at a fast food restaurant 10+ times this month.
Respondent Prompt- Do you think that the national or
regional approach is more lucrative for sport companies. Is there a different
way for different leagues? Compare the star system in sports to the star system
in entertainment or politics, which might be more applicable due to politicians
starting regionally.
"2014 Year in Sports Media Report." Nielsen.com. Accessed 29 March 2015. Web.
Badenhausen, Kurt. "As Stern Says Goodbye, Knicks, Lakers Set Records As NBA's Most Valuable Teams," Forbes 22 Jan. 2014. Web.
Napoli, Philip M. Audience Economics: Media Institutions and the Audience Marketplace. New York: Columbia UP, 2003. Print.
"The Year in Sports: Digital Steps Up to the Plate." Nielsen.com. 5 Feb. 2015. Web.
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