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... Super Bowl on CBS; although, they had a dismal rating most of the 40. 3 percent of viewers stayed glued to CBS after the Super Bowl to watch the season premiere of "Survivor. " In the 1999 Super Bowl FOX ran promotions for their new show "The Family Guy", when the show premiered it was one of the top shows of the week. So in retrospect television networks pay money to be achieve more then just money, they get in return a new fan base perhaps higher ratings on new shows and a loyalty that has no value. In her book Television and National Sport Joan Chandler say's that "the success story would seem to indicate that professional football owes its present popularity entirely to t. v. " I tend to disagree with her, on the basis that football these days has becomes the most watched sport in America, and because of this, networks should be grateful for football not the other way around. Granted sports franchises gain most of their money through broadcast contracts but imagine with the rise of cable systems, how many networks would love to air football?
Turner Broadcast host 2 - 3 games per season, what makes one think that they would not love to get their hands on a prime-time package of football games given the opportunity. Advertising revenue alone make football an asset to your network, and as stated before, even as ratings slip further and further down during the Super Bowls, audience reach will still attract companies to advertise. I agree with Steven Barrett, when he says "television did not create American football, nor will it break it. This marvelous, complex sport, so satisfying to watch, will only die if those who play and organize it allow it to be turned simply into a means to a profitable end" in his book Games and Sets. He basically has said that television and football do not depend on one another to exist in today's economy, where high player salaries and free agency determine the outcomes of the games.
Television can exist without football and football without broadcast television. As for competition in the field, no other sporting event has the reach to encompass America's homes like the Super Bowl. The Super Bowl stands alone, as the only one of its kind to supply mass audiences within a three hour time period. Challenges and Opportunities A.
Opportunities The opportunities for television networks to receive revenue is basically endless. The Super Bowl has created such a niche for advertising that advertises will stay pay millions of dollars to retain exposure. Familiar clients like Pepsi, Visa, Mastercard, Budweiser, and McDonalds will always be there to give money to obtain mass audiences. It has become a duel rather than a process for the above-mentioned clients. Brand loyalty, recognition, and likeability already exist within these companies, reaching mass audiences is only to show who can make the best new ad. Another opportunity will be to continue where last years half time special left off.
Super Bowl 35 gave way to dazzling performances by Britney Spears, NSYNC, Aerosmith, Nelly and Mary J. Blige all together on one stage. Performers such as these combined with a grand stage of decorations, lights, and special effects; made the 2000 half time special amongst the most watched special in Super Bowl history. CBS benefited from this because viewers did not tune out as much then in previous years. Ratings can stay strong with half time special like the one from last year. Last year also saw technology firms investing heavily in Super Bowl ads, with "Digital Economy" advertisers accounting for 47 percent of the game's television commercials.
Again the opportunity is there to sway these technology firms to advertise again; perhaps their perception has changed since this year's embarrassing rating. Perhaps whomever the lucky television network who lands the Super Bowl has some work to do if they want to obtain the most ad dollars as possible. 2. Challenges Since ratings are steadily declining presently, it is getting harder and harder to sell space during the Super Bowl. A challenge to television would be to find companies that dont usually advertise during this period. A great area to look into would be "dot-com" or e-commerce startups. Although that might view this ask a risky chance, it would benefit both greatly.
In the report by Click Research Inc. , they found that little known dot-com firms that advertise have made big gains in name recognition and likeability. Internet hits to those web-sites increased greatly after their exposure during Super Bowl 34. Chief Executive Kelly Water of Epidemic. com said, "it's definitely worth the money. The site traffic was very strong. I was very pleased with that aspect of it as well as the number of people that requested service. " Yet in 2001 the cost of advertising time increased 13. 6 percent to 2. 5 million per 30 -second spot.
So many dot-coms did not show to advertise during Super Bowl 35. Another challenge that exists is getting higher ratings during the Super Bowl. Television networks have no control over who plays and how entertaining the game might be. With the rise of free agency no team is unstoppable for seasons at a time. There hasnt been a true dynasty after the early 90 's, which belonged to the Dallas Cowboys. Denver has been the only team to win back to back Super Bowls after the Cowboys did.
So far, this season is proof that even the defending champions Baltimore Ravens who are sitting at a 7 - 4 win lose record might not repeat. Because of free agency, ratings might continue to fall, and networks must sit back and anticipate and hope for the best outcome. Predictions My predictions are very optimistic and simple. Running an ad during the Super Bowl is clearly attractive to many companies, with the obvious potential to jump-start a new e-commerce company. It is essential that networks seek out those that are new to the e-commerce industry and perhaps sway them to advertise during the Super Bowl.
Because of the declining ratings many of these start-ups dont have the guts to advertise during the Super Bowl. If networks continue to sit back and wait for companies to come to them eventually it will get harder and harder to fill the spots needed to maximize revenue. Start-ups would be a great place to start convincing about the niche superiority that the Super Bowl holds. A few good ideas to work with would be to lower the amount of money needed to advertise per 30 -second spot, to these new start-ups.
Show an incentive for their business, because it is from them whom networks receive their revenue from. Another incentive might be to bundle advertising space during the Super Bowl and on their web-site SuperBowl. com, who attracts many Internet surfers on the days leading up to and after the Super Bowl. Double exposure for the same price you would sell to McDonalds and Pepsi, but throw in the web-site. I believe that ratings will increase this year, mainly due to the attacks on September 11 th. Many people now hold sports closer then ever to there heart and homes.
Perhaps ratings will increase each year but that is up to the level of entertainment and excitement that pro football brings to the table. Having the power to reach across millions of homes each year is something that is truly a gift. Having the superiority that the Super Bowl holds, advertisers will continue for many years to come, to true to out advertise each other and gain better brand recognition. Its in our competitive hearts that we strive for excellence, just like in 1967 the AFL only wanted respect, and even with a loss in our first ever Super Bowl, respect was gained yet the competitive edge never disappeared. And thirty-four years later Americans sit at home on that marvelous Sunday afternoon, and watch our competitive hearts at work.
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Research essay sample on Super Bowl Television Networks
