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Pac-12 Network Grows Viewership Thanks to Cross-Platform Integration

The Pac-12 Network is experiencing an increase in ratings thanks to a record-breaking amount of live-event broadcasts and strong digital strategies. 

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November will be a high-water mark for the Pac-12 Network, and it’s unlikely to go down soon.

Launched in 2012, the network has undergone a substantial programming change over the past year to help drive new viewers to the property, said Dustin Rocke, the network’s vice president of programming and development.

When Rocke started with the network, the trend of cutting the cord and the rise of social channel roles in content had not yet occurred. He conceded when he started his career, he never thought there’d be a day he’d intentionally put content on other platforms. Now, he uses those channels to buoy the viewership.

“When we started, [channels, website, social] really acted independently,” Rocke said. “We were focused on the TV network and live events. Now our bread and butter is still live events, but over the last year we started thinking about other programming we’re doing.”

READ MORE: Superstars Help Showcase Importance of Social Media Value for Teams 

A network driven by college fan bases does hold an advantage against other leagues and entertainment networks since the followers generally have passionate, lifelong loyalties and will almost always tune into their school’s football and basketball games.

While the Pac-12 Network’s ratings have steadily increased in its first six years, Rocke said drawing people in from the pool of cord-cutters is still at the forefront of the team’s current mission. It is now making a more concerted effort in cross-platform integration; original clips of premiere programming — like the behind-the-scenes show “The Drive” — create compelling content fans might want to consume.

“The idea is to get people hooked and want to get more on our platforms,” Rocke said. “[It’s] catching them on Facebook, Instagram or Twitter by creating cool content, and our goal is they’ll want more of it. At the very least, we want to cultivate the fans and reach them where they are.”

Some of the additional platform content does drive revenue, but Rocke said the real intent is promotional value drawing views back to the TV and monetizing the programming there.

“That’s really the win for us,” he said, as the Pac-12 Network is driven by live events, with more than 120 this November.

READ MORE: What Sports Marketers Think of IGTV

The network has 11 football games, highlighted by a competitive finish to the season, to elevate the busy month. In addition, it capitalized on yet another successful Pac-12 China Game which featured Cal’s men’s basketball team taking on Yale in Shanghai as part of its “Pac-12 Global” initiative on November 10.

The Pac-12 Network will also broadcast more than 250 men’s and women’s basketball games this year.

The games provide an opportunity to showcase the atmosphere of college campuses too. The network’s Saturday football show will make appearances on all 12 campuses this season, while it will make plenty of visits in the basketball season and then cap of the year with the men’s and women’s Pac-12 basketball championships in Las Vegas.

Rocke said the social channels are also important to draw in fans of Olympic sports, as the conference has more Olympic-sport national championships than others and televises dozens of high-quality matches every season.

“We’re trying to get people to understand other sports,” Rocke said. “It’s harder to develop those fans than draw in the ones that exist.”

As the network has matured, Rocke said the relationship with each school is well refined and helpful in producing intriguing content the network’s employees might not find without their ear to the ground on campus.

READ MORE: What Do Sports Social Media Pros Think of Twitter Removing Likes?

Rocke said his team regularly looks at other league networks and sports media outlets for content ideas and points of comparison.

“People want the all-access stuff,” he said. “We know people like that, but we also know we didn’t invent it. We know we’re not competing against those leagues for the USC fan that wants to watch a USC football game, but competing with the agnostic fan that has no ties and just wants to watch good content.”

Pat Evans is a writer based in Las Vegas, focusing on sports business, food, and beverage. He graduated from Michigan State University in 2012. He's written two books: Grand Rapids Beer and Nevada Beer. Evans can be reached at pat@frntofficesport.com.

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Golf Digest Back Charging For Growth With New Owner

Golf Digest is set to embark on its third ownership transition in its nearly 70 years of operation and all signs point to growth under new owners.

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Photo Credit: Ray Carlin-USA TODAY Sports

Discovery, Inc. continues its drive into golf with the acquisition of Golf Digest.

Discovery had already entered the golf space, attaining exclusive rights deals outside the U.S. for the PGA Tour, European Tour and Ladies European Tour. GOLFTV, an international streaming service launched by Discovery this past New Year’s Day, is in year one of a 12-year, $2.4 billion deal carrying the PGA Tour’s TV and streaming rights outside the U.S. Discovery also has global content deals with Tiger Woods and Francesco Molinari, using GOLFTV as its platform.

The bullish approach follows the trend of niche content in today’s media landscape. Discovery knows this firsthand with Food Network and MotorTrend. In sports, Discovery has had success with Eurosport and realizes sport fans crave consistent coverage.

READ MORE: The Caddie Network Partnership With Golf Digest Shows Power of Niche Platforms

“We’re looking to evolve our business and investing in content and genres that work for traditional and digital channels,” says Alex Kaplan, Discovery Golf president and general manager. “We learned from our experience with Eurosport Player, it’s very difficult to build an engaged fanbase when we offer multi-sport content.

“Let’s go deep into a specific vertical. Golf rights were available in an expansive way, and it’s not just compelling to watch, but fans play it, buy it, travel for it. It’s an ecosystem that was particularly compelling.”

The acquisition includes all brands under the Golf Digest brand, including Golf World, Golf Digest Schools and The Loop. According to the press release, Golf Digest attracts 4.8 million monthly readers and 60 million monthly video views. That’s along with its 2.2 million social followers.

This is Golf Digest’s third transition of ownership in its nearly 70 years of operation. All three have brought the media company different advantages, says Golf Digest editor Jerry Tarde, who’s been with the company for 42 years.

Tarde said The New York Times, which acquired the magazine in 1969, brought the basics and values of journalism, while Conde Nast, the owner since 2001, brought design, art and sophistication to the brand. Now, Tarde believes Discovery will bring growth.

Tarde, along with being editor-in-chief, gains a new title and role: Discovery Golf global head of strategy and content.

“This is an organization we’re at the heart of, in terms of developing sports and connecting with a high-value audience that’s passionate about the subject,” Tarde says. “This is the most exciting thing to happen to Golf Digest since it was founded in 1950. It lights a fire under us and gives us an opportunity to improve and expand U.S. coverage.

“We’ll also be able to extend it worldwide to more than 200 countries.”

On the other side of the equation, the acquisition gives Discovery a golf presence in the U.S. Kaplan said Discovery has been collecting its golf assets and knew an editorial vertical would be crucial, but it could take years to build. The Golf Digest acquisition allows Discovery to acquire that piece with one check.

“Our offering to golf fans and golf advertisers is now that of a global platform,” Kaplan says. “We can bring an aggregated golf audience anywhere in the world.”

READ MORE: GolfPass Could Set Standard in 21st-Century Sports Media

With a strong strategy in place, it will be business as usual for the time being, Tarde says, but there will be talk of new ideas and potential investments. Discovery will retain Golf Digest staff, continue the U.S. monthly print product and acquire global licenses for editions 70 countries.

“We’ve got a great team that’s been underutilized, really,” Tarde said. “Because of the way the publishing economy has been treated, our business has been in retreat. That’s now the way I spent my first 30 years. We were charging.

“This is the exciting part, we’re back on the charge.”

Like Tiger Woods on the prowl on Sunday.

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Inside the XFL’s New TV Deals

With nine months to go until its first game, the XFL has locked in its lineup of broadcast partners for all 43 regular season games.

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Photo Credit: Ben Queen-USA TODAY Sports

*This piece first appeared in the Front Office Sports Newsletter. Subscribe today and get the news before anyone else. 

With nine months to go until its first game, the XFL has locked in its lineup of broadcast partners.

The deals will see all 43 games appear on either broadcast or cable TV and will see them divided up between ABC, Fox, ESPN, ESPN2, FS1 and FS2.

What do you need to know?

1. – 24 of the XFL’s 43 games to be on broadcast TV (13 on ABC; 11 on Fox)

2. – According to Joe Flint of the WSJ, the deals are for three years, but no cash is changing hands.

3. – As part of the deals, the broadcast partners will cover the production costs of the games, which John Ourand notes will run $400,000 per game.

4. – Disney and Fox will keep all the television advertising inventory for the games while the XFL will handle the selling of sponsorships in the venues, according to Flint.

Will we see a repeat of 2001? 

The XFL’s reboot will come 19 years after McMahon and company attempted to make spring football a thing. Like the AAF this year, the league started with a promising opening night and then sputtered to the end. By the end of its first and only season, the XFL saw its ratings fall from a 9.5 to a 1.5 at their lowest point, according to OSW Review.

While the first time around may have not gone as planned, executives from all sides of the table are enthusiastic about the possibilities.

“The effort Vince is throwing behind it with his own personal capital and the combination of Fox and Disney platforms give us the best chance to make spring football work.” – ESPN programming chief Burke Magnus to Joe Flint of the WSJ.

Rolling into upfronts…

The announcement of the deals couldn’t have come at a more strategic time for all parties involved with upfronts scheduled to begin in six days. Given the fact that the broadcast partners will be responsible for selling ads, it would be rather surprising if the XFL inventory wasn’t included in their presentations.

Last year alone, the television upfront market for commercials generated $20.8 billion in commitment from advertisers, up 5.2% from the previous year, according to an estimate by Media Dynamics.

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Why Fewer Ad Breaks are Coming to the Super Bowl

Fox will be cutting back the number of commercial breaks for the big game by one, having only four breaks per quarter instead of five.

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Photo Credit: Matthew Emmons-USA TODAY Sports

*This piece first appeared in the Front Office Sports Newsletter. Subscribe today and get the news before anyone else. 

Next year’s Super Bowl might feel slightly different to viewers.

That’s because Fox will be cutting back the number of commercial breaks for the big game by one, having only four breaks per quarter instead of five, according to Brian Steinberg of Variety.

Fewer breaks, but the same amount of commercials…

Although Fox will be cutting down one whole commercial break each quarter, the four that remain will be slightly longer, allowing the broadcaster to still have the same amount of slots for advertisers even with fewer breaks in the action.

This isn’t a first for the NFL…

The league has been working with broadcast partners since last year to find new ways to deliver advertisements during telecasts. The initiative last year focused on delivering more sponsored vignettes and less “billboard” ads, a change that could be difficult at times for the networks seeing as in the past they have used the “billboard” inventory as bonuses to big-spending sponsors, according to Variety.

Why do they want to cut down? According to calculations from Streaming Observer’s Chris Brantner, the average NFL fan watches almost 24 hours of advertisements in a season.

Or other leagues…

As leagues battle for the attention of their consumers, making sure they give them less time to check their phone or change the channel has become a priority.

Earlier this year, MLB announced that it was planning to reduce each national commercial break by 25 seconds, NASCAR has been using split screen advertising since its days on ESPN back in 2011, and the NBA has done it with ESPN during timeouts.

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