ESPN: Powerhouse in Sport Broadcasting

In the world of sports, there are many different frames about the same exact story, whether it is a controversy, highlight, or announcement. As more sources come up on the sports broadcasting radar, you begin to ask yourself who can you trust and who you should learn to skip over. ESPN (Entertainment and Sports Programming Network) has continued to build up its reputation so that viewers that are seeking in depth, correct information, they will rely on ESPN to provide it to them. By using their Twitter and Facebook account, and their own homepage, they are able to spread their sports stories to many areas of the world. This aggressive style of reporting has led them to be the Worldwide Leader in Sports.

Retrieved from bleacherreport.com

Two weeks ago, the five starters from the 2012 Kentucky NCAA Championship team announced that they would be entering this year's NBA draft this coming June. The photo on the right has become a very popular image that was captured by Ronald Martinez/Getty Images. It has been used on many homepages, front pages of newspapers and magazines, and many other broadcasting to draw more attention to the already popular Wildcats. When these five particular players announced their decision to enter in the draft, ESPN took advantage of the moment and gave this particular segment a half hour of air time. In other sport instances, other than a game of some type, this is unheard of! When the Penn State controversy of Jerry Sandusky sexually assaulting young boys, ESPN ran segment after segment for weeks talking about the issue in depth and getting many different angles to that crisis. With so many analysts on their team, they certainly have the resources that many other broadcasters do not, therefore enabling them to spend more time covering stories such as these, as well as to draw more viewers in since they know that ESPN will be covering these issues more than your nightly news will.  

The video to the left is courtesy of  YouTube.com where there were many videos showing the results of NFL Commissioner Roger Goddell discipline for the Saints Bounty Program. The video was uploaded by ESPN to spread this very dramatic story to all social networking sites that they possibly could. This was a huge issue and was talked about amongst sport fans in the weeks to follow this outbreak of information. One of the reasons that ESPN has become such a powerhouse in sports broadcasting is because of their background knowledge, their manpower to investigate, and their diligence to check and re-check their sources, to get all the information correct, and then to report it accurately so that their viewers will have the knowledge that they may not have been able to get anywhere else.

 

The "You" in YouTube

When many people think of the website www.YouTube.com, they think of music videos, homemade videos, interviews and much more that is shared over the internet. YouTube.com has recently changed their homepage to allow users to personalize it based on their interests and what clips they watch most often. Being able to 'subscribe' to certain channels allows viewers to browse through highlights that would only be of interest to them based on their interests and recent searches. This personalization technique that YouTube.com has utilized, has enabled more users and has brought more convenience and interest to their website.

I recently have subscribed to the "Official Channel of MLB.com on YouTube's website to receive updates and highlights faster than I would from ESPN.com or Foxsportsnorth.com. Not being able to watch at least part of a big game is always disappointing, especially if you search multiple websites for some highlights and cannot find them, anywhere! YouTube has made it easier to find highlights of any game you missed as well as feature stories, personal interviews, shout-outs, etc. The video on the left is courtesy of YouTube drawing fans attention that at the time, there was eight days until home opener. This was Major League Baseball's way of gearing fans up for the upcoming season and to raise that anticipation so more fans would be inclined to search more YouTube videos promoting MLB and to reach that goal of having those same fans attend more games. Various sports teams have used social media sites such as YouTube to promote their organization or certain individuals within their organization which has helped bring recognition to them in times that their win-loss record is not cutting it. The content is copyrighted to their organization so they have a fairly simple task of expanding past their fans attending the game and spread their game highlights to those individuals who could not get to the game, or who would just like to see what happened while they were away from their television.

 As part of YouTube's social network, I can personalize their homepage to be my homepage with all the latest highlights from various different sports that are going on right now, to different interviews with political people or celebrities, or whomever I am interested in hearing from. It took me awhile to actually sit and play with their homepage since usually I will just type in a keyword that I want and find the video that I am looking for and then go about my usual business. Since I was introduced to this feature, I have, sadly, wasted a lot of time on their site surfing their videos that spike my interest. The video to the right, 'LeBron Makes His Mark All Over Thursday's Top 10' is an example of the different things that I look for when wanting highlights or clips from the night before when I couldn't watch the games myself. I like this particular video since it allows me to stay connected with the National Basketball Association and the players that continuously outperform others.

Having found this feature of YouTube's, I can see myself using it more and expanding into other areas that are both sport related and non-sport related. I have found myself 'following' various sport fanatics on Twitter.com or looking for videos on Facbook.com that are of interest to me. Knowing that I can search in one central location that has already done the work for me will drive me to visit their site more often. Well done YouTube.

The Madness behind March Madness!

Avid sports fan or not, most everyone looks forward to March and when this month entails. For those out there that for some insane reason do not know what March Madness is, you can compare it to the Super Bowl multiplied over ten days instead of one. It is hands down the biggest college sporting event, ever.

Although March Madness is a very popular and crazed over event, it has not gotten to be at the level it is today without the help of social media.  Both Facebook and Twitter have helped to make this event not only a more interactive one, but an even larger one than ever before. Record amount of 'likes' as well as followers have allowed more and more fans to stay linked to the games and happenings that surround college basketball.

http://www.illinoisloyalty.com/Forums/showthread.php?t=15089

Why is this tournament such a big deal to so many? How many people really watch the games even? According to TV by the Numbers, 7.9 million viewers were watching the first Thursday and Friday of the NCAA tournament. Obviously with that high of number, it is more than college students and family members of the players that are watching it when the games start at 11:00 am CT.  Many people have found ways to bring the games to the office instead of having to run to a local bar during their lunch break to catch some of the game as they have had to do in the past. Getting the games on their iPads, desktops, smart phones, or even radio has allowed 8-5 workers the chance to keep up with the action without having to take off of work, although some have the desperation to go that far. Employers realize that 'slacking' is going to happen during people's workday because of the games, however they work together with their employees to make sure that it doesn't get in the way of getting their work done. Dean Jarrett from the Martin Agency said the following about the matter:

"We hire people we believe have good judgment and we trust them to use it," spokesman Dean Jarrett says. "Can you imagine getting an e-mail at work that said, 'We know it's time for March Madness and that many of you have access to see those games during work hours on your computer or mobile devices. Please don't use work time to follow your favorite team because work time is for work.' "

Although distracting, following the games during work has been shown to bring employees closer together and form a bond of companionship amongst each other. Half of Human Resource managers state that this sense of camaraderie between each others brackets have made it easier for employees to work together and get an insight into each others personal lives. 

"The happier your employees are, the more productive they will be," Moore Cicotello says. "The more collaborative they are, the more productive they will be."

How broadcasting changes our views of sports

The Superbowl, BCS Championship game, March Madness, Conference Championships, World Series, and Frozen Four, to name a few, are all examples of sporting events that have sporting fans racing to the nearest TV to make sure they catch all the greatest plays as if they are at the event themselves. Sports broadcasting has changed how we view sports and most importantly HOW we watch them.

Sept. 6, 1920 with the first radio broadcast of a prizefight of Jack Dempsey vs. Billy Miske was the start of radio broadcasting in sports, at least the first that I could find!  August 5, 1921 was the first radio broadcast  baseball game between Pittsburgh Pirates and Philadelphia Phillies that really seemed to kick off the radio era. After America realized that they could keep up with the games without actually having to attend them, everyone was in almost need of one.

www.americansportsbroadcastersonline.com

Sports broadcasting soon became a talent that most would compare to the actual athletes themselves and how well they can play the game. If the voice that so many heard on the radio did not announce the game as if the listeners were actually at the game, and did not give them a vision, then they had failed at their job. There are many that have ingrained a recognition into our minds as a well known announcer, but there are others that have become legends for what they are best at.

 Among the top fifty sports broadcasters, Vin Scully, Mel Allen, Red Barber (pictured to the left), Curt Gowdy, and Howard Cosell are among the top five. These men have been able to take a skill that they were blessed with and turn it into something that many can only dream about doing. How the radio has changed sports is incredible, but how sports has changed radio is rather unfortunate in my opinion. Society has gone from only listening to the games on the radio to relying on the television to now bring them the game. People have cast radio to the waste side and don't realize the talent that still lies within it.

www.ktgr.com Mike & Mike in the Morning

Many ways that radio has been able to stay in the picture of sports is by offering online radio segments that cover the wide range of sports with special guests to discuss the many topics that come up throughout the season. Mike & Mike (pictured to the right) is one of those series that airs both online as well as on espn.com. They are, in my opinion, both experts in the industry of sports and are able to relate to a series of issues that they make sure to cover thoroughly. They provide the chance for listeners to give feedback and take their opinions and comments and incorporate them into the discussion. They are able to do this by having accounts on espn.com for fans to activate and comment as well as Facebook and Twitter accounts to reach their fans that way as well.

Other ways that radio has incorporated social media is by having the accessibility of chats, blogs, podcasts, twitter, facebook, and all the other outlets that are available  to broadcasters to reach listeners as the event is taking place. This is one way they are still able to bring light to radio that has taken a backseat to television in the most recent years  and to keep the fans involved as many ways as they can.

Minnesota Professional Teams Marketing on Facebook

I was inspired for this blog by another blogger by the name of Jason Peck who likes to blog about marketing in sports. He has had some very interesting blogs, bringing insight and different ideas that I have failed to look at before reading his stories.

When someone first hears about a team, the first place they may go look to find out information about them or an event they are holding is their Facebook page. Once they have gotten as far as your page, it is important to note that a team must have a convincing cover page to draw that potential fan in and get them to 'like' your team's page. If it is boring, uninviting, and does not give the appropriate amount of information, you are going to lose a potential fan.

I went on to my own Facebook account and looked up all the professional sporting teams in Minnesota: Vikings, Timberwolves, Lynx, Wild, Thunder and Storm to see how their appeal is to newcomers.

Retrieved from Facebook

 I was rather impressed by the Minnesota Timberwolves Facebook cover page. They have been a better team this year than in the past, yet have not gotten as much attention as some of the other professional teams that are in Minnesota.

This picture allows for the organization to influence the viewer to 'like' their page and draws them in with information and the chance to win contests and to check out their photos, videos, and team updates.

This is a very effective cover page for the team and allows them yet another way to reach fans through  the use of social media.

Retrieved from Facebook

The Minnesota Wild also has a very effective Facebook page with the arrow pointing towards the 'like' button  as well as another icon that symbolizes the like button. They are able to use this social media site to draw in fans with the intent to persuade the viewers that they can only get this exclusive content after they like the page.

 Both the Minnesota Vikings and Minnesota Lynx did an average job of drawing in my attention. They do not have a very good appeal and do not offer any information that is making me want to 'like' the page. I was disappointed that both of them, being a highly competitive, sought after teams that they did not cater their social media sites to match the rest of the industry and the competition.

As an avid fan of Minnesota sports, I really appreciate when social media websites give you appealing information that makes you want to investigate more into what they are about and what they have to offer you. 

Social Media affecting College Athletics

If you were to think back five to seven years ago and asked yourself how you found out about  your local college sporting events, what would you think of? Possibly turn on the news and see if they were airing any games? Turn on the radio and see if a Saturday night game was on? I can tell you where you wouldn't look, and that is what we now know so popularly to be Facebook and Twitter.

As mentioned in previous blogs, college coaches are now able to reach more of their recruits faster and easier than ever before. They have discovered social media and the positives that it has on their programs. They are able to update fans about their current conditions whether that be of a player's injury, an unfavored call in the previous game, when the next upcoming game is, or anything else that they wish to share with their devoted fans. College athletic departments have moved to create one if not several Facebook pages for each area of their department so that fans can have a more direct approach to their favorite sporting team or mascot.

Michael Tomko/MEDILL

As athletic departments have transitioned to social media usage, they have learned how to use this to their advantage. As you can see in the graph to the left, many schools, Ohio State in particular, have successfully used Facebook to connect with fans and gain popularity amongst them.
 
While some schools are still resorting to traditional advertising such as radio, paper, and television, many have transitioned to social media to reach a broader audience.  Derek Rucker, an associate professor of marketing at the Kellogg School of Management, said that while traditional advertising may still be the best way to reach a broad audience, the use of social media allows marketers the ability to form an intimate relationship with consumers. “The advantage of social media efforts is that it is not just the brand talking to the consumer, but the consumer has an opportunity to talk to the brand or talk to others about the brand,” Rucker said in an email.

The video above represents what Howard Athletics have done to reach YouTube viewers to associate them with their athletic department. This is one example of how advertisers are able to emotionally connect with their fans and to advertise all the different ways they are online.

By reverting to social media to reach out to their fans, athletic departments have realized this is not for a monetary value, but more for fan engagement with their athletics. Social media is a very inexpensive way to gain valuable information on their fans, to find out what they like and what they do not like. It was found that fans are WANTING more content than the same old boring website and that they are able to keep up with all the updates better and faster than just by traditional media. So not only are athletics pushing the social media onto the fans, the fans are pushing athletics for the social media.

I personally like the idea of more social media in college athletics. It allows me to keep up with what is going on without doing a lot of research. It will be surprising to see what will come out next (although we wont really be THAT surprised since something new is always coming out) and of course I am sure everyone will jump at the chance to connect in yet one more way.

Social Media takes over Super Bowl

Whether you're a sports fan or not, approximately 90 million people look forward to the Superbowl each year. There are many reasons why people plan this party weeks in advance, whether its for the actual game itself, for the socializing, for the food and drinks, or for the famous TV commercials.  The anticipation has since shifted from "whose going to win the Superbowl" to "who is going to have the best commercial."

In recent years, there have since been created social media sites that are specifically designed for the rating of Superbowl ads. USA Today has decided to team up with Facebook to reach even more public voters in construction of their polls. Social media sites are being monitored before, during, and well after the Superbowl to measure what commercials are being talked about. “We’re seeing the Super Bowl, formerly a one-day experience, evolving into more of a campaign,” Tom Arrix states about the sponsors constantly seeking attention. By linking up with Facebook and constantly updating Twitter, they are able to measure whats hots and whats not.

Chrysler gained a lot of social media buzz from this ad.

 One change they did have to implement based on the activity they found on social media sites was the addition of halftime commercials in the voting. In the past they have only voted on the commercials viewed during the game excluding the halftime, but since Clint Eastwood's two minute masterpiece (shown here) of "Its halftime America" had gotten so much attention, Ad Meter was forced to include it, rightly so! This is just one opinion, but it was worth every dollar that was spent on creating this.

Other commercials were not as fortunate to receive such positive responses. General Electric, which composed a commercial on making appliances in America was considered to be the most boring according to voters on NYTimes.com. GoDaddy.com was, shocker here, rated as the most tasteless, while Century 21 came in with the weakest.

According to the USA Today Ad Meter the top five commercials consisted of:
1. Doritos: Sling Baby

Doritos: Sling Baby was voted best Superbowl Ad

2. Bud Light: Weego
3. Kia: A Dream Car. For Real Life
4. Chrysler: It's Halftime in America
5. M&M's: It's Just my Shell

Many viewers may have wondered why they have not been seeing other ads that were once a top pick of Superbowl ads, Pepsi with Brittany Spears being one of them. Company's have figured out a way to reach viewers during the Superbowl that has the same effect of a commercial, but cheaper! 

Advertisers want attention, they want to be memorable, they want to touch the viewers for the entire 30 sec commercial. But, just how everyone talks about the price of each ad, everything comes with a price. Since this discovery, marketing strategies have evolved fully to put equal amount of weight on both broadcast and social-media buzz. Their sole purpose to get viewers to tweet, like, share, or even chat about their spots in the programming. "People don't want to be told what they like; people want to tell you what they like," says Ann Mukherjee, chief marketing officer at Frito-Lay. By using social media to the best of their ability, they are able to get a better reaction, as well as better feedback as to their success, or in some cases, failures.

Overall, I thought all the ads were very good, either making me laugh (especially the E*trade ha) or have that "warm feeling inside." Since that is all I am asking from the commercials, they were a success with this viewer. I did not, however, go onto any social media sites and tweet, share, like, or chat about any of them since I was too involved with people at my place, but I did make sure to find out which one won the most votes, now all they have to do for next year is top this years! Better start planning!