Example research essay topic: National Football League Super Bowl - 1,353 words

NOTE: Free essay sample provided on this page should be used for references or sample purposes only. The sample essay is available to anyone, so any direct quoting without mentioning the source will be considered plagiarism by schools, colleges and universities that use plagiarism detection software. To get a completely brand-new, plagiarism-free essay, please use our essay writing service.
One click instant price quote

This was war! Since its inception seven years earlier, the upstart American Football League (AFL) had fought the National Football League (NFL) for players, fans, television revenues, and respect. The successful new league had won everything except, respect. On January 15, 1967 the first World Championship game against the AFL and the NFL took place. The powerhouse NFL champions the Green Bay Packers against the AFL champion the Kansas City Chiefs.

What ended in a 35 to 10 loss to the NFL, the AFL earned its long sought after respect. But the winner that day was not the AFL or even the NFL; it was professional football. January 15, 1967 was the first ever Super Bowl. A few seasons later it was the Super Bowl who merged the two leagues into what we all know it as today, The National Football League. Thirty-four years later the Super Bowl has become Americas most watched sporting event. It is often the most watched television program each year, and nine out of the top 15 shows in history are NFL championship games according to Nielsen Media.

The popularity of the Super Bowl has seen television networks like NBC, CBS, ABC, and FOX fight it out each year for the contract rights to broadcast, this much anticipated event. Many factors contribute to the broadcasting networks's toggle to obtain the rights to air the Super Bowl, mainly advertising dollars and television ratings, but it's not always worth the fight. A Brief History of Sports on Television (2) In 1960 the AFL sold its rights to ABC. The NFL and CBS agreed to broadcast rights in 1961. But also in 1961, Congress passed the Sports Broadcasting Act, which permitted leagues to act as cartels in the negotiation and sale of their broadcast rights.

This led the NFL to make arrangements, which all networks got some games at some times. When the broadcast rights were sold on a club to club basis, fans got the chance to see their local teams' away games. It bought a new dimension to the avid sports watcher that has never been seen before in the professional football league. Over time, television increased the club revenues drastically. After the AFL and NFL merger the Super Bowl in particular began to be tossed between different networks mainly CBS and NBC. CBS form 1967 to 1984 aired the Super Bowl ten times while NBC aired it nine times.

The rating began each year to drastically increase more and more while the popularity of the sport and the implementation of more organized television contract became apparent. In fact the rating increased shockingly fast from 22. 6 percent in 1967 to as much as 49. 1 percent in 1982. Under the NFL contracts with CBS, NBC and ABC that expired in 1981 each of the twenty- eight teams in the league received about $ 5. 8 million dollars. In 1982 a new contract was reached in which the networks paid the teams an average of $ 14. 2 million a season.

But in 1987 when that contract was up, negotiations became rather difficult. In his book Playing for Dollars Paul Staudohar states "During the last two years of the old agreement advertisers were less willing to pay large fees, which caused the networks to lose money. " And as though no negotiation was in site cable television emerged and entered the scene as an active bidder for broadcast rights. ESPN a 24 -hour sports news channel, which was owned by ABC, agreed to pay 50 million dollars per year for eight regular season Sunday night games. In fear of losing all rights to cable networks ABC retained its rights to Monday night football and CBS and NBC to Sunday afternoon football games. In 1990 the NFL again reached agreements with NBC, CBS, ABC, and ESPN and added a new cable partner Turner Broadcasting. The contract called for a total of 3. 65 billion dollars with 32. 6 million per team.

Each next term of contract saw the NFL prospering more and more until recently. During the late part of the 90 's when teams were receiving more and more money, free agency loomed its ugly head. Teams began to purchase talent and dynasties became extinct, hence Super Bowl rating began to fluctuate more and more. NBC became the most used network to host the Super Bowl, four out of the next eleven years form 1990 to 2001, while CBS, FOX, and ABC held 3, 2, 3, times respectively.

And in 2001, Super Bowl 35 saw its lowest television (CBS) ratings since 1992. Trouble for Television Begins or Does It? Advertising Helps Out Nothing seemed to go CBS Sports' way during Super Bowl 35, dragging the television ratings (40. 3) the lowest since the bissau Super Bowl of 1992. The record low 60 percent share was the lowest since 1992 's and 1999 's Super Bowl which held a 61 percent share. The only other Super Bowl since 1971 with a lower rating was the 1990 Super Bowl 24, which saw a 39. 0 percent rating. Still CBS estimated that 131. 2 million people watched at least part of the 2001 Super Bowl, according to Nielsen Media Research.

The network had not promised a minimum rating to advertisers, who paid an average of more than 2 million dollars per 30 -second commercial spot during the telecast. In an interview by the Associated Press about the dismal rating Super Bowl 35 received, CBS Sports President Sean McManus said "Were absolutely thrilled from every standpoint Other than having some control over the score, I dont think I would have done anything differently. " Apparently pleased with the outcome of Super Bowl Sunday, but why? It's a well-known fact that air-time during the Super Bowl is the most expensive in the world. Based on the Super Bowl's massive reach, it has become something of a tradition for advertisers to try and outdo each other.

For the first year in a long time CBS was having difficulty selling space. 86 ads ran during the Super Bowl most from the usual-suspects, cars, fast food, beer and telecommunications. In a recent study report by Click Research Incorporated of the impact of Super Bowl advertising on brand recognition and likeability found that during the 1999 Super Bowl the total viewing audience that watched at least 1 minute was 127. 5 million and the average viewing audience was 83. 7 million. This 83. 7 million resulted in the second lowest rated Super Bowl since 1971. Yet, FOX generated 150 million dollars in advertising revenue, with 85 product commercials being aired during the game. Being mainly form fast food, automobiles, and alcoholic beverages. The cost of a 30 -second commercial was 1. 6 million dollars.

So as one could see even if ratings fall; as long as the network can fill the time to advertisers then revenue will be obtained. The report also showed familiar brands like Pepsi, and Mastercard showed little change in likeability and brand recognition. In contrast, the less familiar brands like "dot-coms" showed a much larger increase in brand recognition and likeability after their Super Bowl exposure. The before mentioned study at Ithaca University found that eight percent of those watching the Super Bowl tuned in just to watch the ads. This all begins to show how the Super Bowl has created niche superiority for advertisers.

This is why the major networks struggle to telecast the Super Bowl each year. Because the niche for reaching mass audiences satisfies advertisers they dont mind paying more money each year even if ratings are staggering during the Super Bowl. No other sporting event can produce an audience like Super Bowl Sunday, so even as networks see ratings decline the ad revenue they receive outweighs the drop in viewer-ship. The Current Environment Today television networks reek the benefits of hosting the Super Bowl. In today's economy where sports is looked upon as being the number one entertainment segment and escape function from the real world, networks gain loyalty and likeability when hosting such events. Take for instance the 2001...

Research essay sample on National Football League Super Bowl