Logo

ESPN Targets ‘New Male Consumer’ via Varied Screens

May 19, 2009  •  Post A Comment

More games, more screens, more opportunities for sponsors.
Those were the messages delivered by ESPN at its upfront presentation to advertisers Tuesday morning in New York.
For TVWeek’s comprehensive coverage of the upfront presentations, visit the Upfront Navigator page.
Despite the economy, ESPN continues to invest in content and technology, emphasizing live events and live studio programming to keep fans glued to the tube, network executives said.
ESPN’s revenues have been hurt by the crisis among American car makers, traditionally among the most prominent advertisers in sports programming. That helped lead the sports network to talk about what it called a “new male consumer” whom a different set of advertisers need to reach. Those new males are booking family vacations, picking breakfast cereals and laundry detergent and even using grooming products.
The network also reaches a large number of women who are light viewers of other television programming.
At the same time, ESPN pitched another mantra: “New Markets of Time.” Its point is that while TV’s primetime is in the evening, daytime is primetime on the Internet and weekends are primetime on mobile devices. Advertisers can work with ESPN to follow consumers when they’re choosing to view its content on those platforms.
Sean Bratches, executive VP for sales and marketing, talked about new findings from ESPN’s AdLab in Austin, Texas, which measures biometric responses to programming and commercial messages. Tests there showed that when brand images were overlaid onto sports highlights, awareness and recall of advertisers’ products were increased. That’s one of many ways ESPN is integrating its content with sponsor messages.
ESPN also is doing a sports area on YouTube and is offering the first pre-roll ads on the Web video site.
“They made their point,” said Steve Grubbs of Omnicom Media. “How many screens are there?”
John Skipper, executive VP for content, said ESPN will be mounting its biggest marketing campaign ever for its coverage of the 2010 World Cup. During the tournament finals, “SportsCenter” will originate from South Africa.
Among ESPN’s other announcements:
—Comcast and DirecTV are expanding distribution of ESPNu, adding about 21 million homes to bring its reach to a total of about 46 million.
Comcast also is adding distribution of ESPN360, bringing it to 41 million homes.
—ESPN is launching SportsNation, a show built around fan interaction and opinion that will air at 4 p.m. on ESPN2. The show, hosted by Colin Cowherd and Michelle Beadel, launches July 4. Toyota is sponsoring the program.
—Scott Van Pelt’s radio show will be simulcast on ESPN2 starting July 6 at 3 p.m.
—ESPN is launching Love30, a feature on ESPN.com and ESPN Mobile that will give viewers highlights from the previous 30 minutes of the U.S. Open.
—ESPN is launching free iPhone apps, including SportsCenter for iPhone, Fantasy Football and ESPN Alerts.

87 Comments

  1. Good post, thanks

  2. Hi, I really hope you can possibly point me in the correct direction. I’m trying to have a championship belt made for a much respected, retiring co-worker. We are planning on having a dinner presentation for him and make it as special a night as possible. The icing on the cake will be the presentation of a custom championship belt thanking him for his years of dedicated service. I was able to find one championship belt maker but I don’t know much about them except that they create belts for ROH Ring Of Honor wrestling. Any help will be appreciated.

  3. Thanks for your visiting this http://www.replicaseller.com/replica-pens online store.

  4. Apple now has Rhapsody as an app, which is a great start, but it is currently hampered by the inability to store locally on your iPod, and has a dismal 64kbps bit rate. If this changes, then it will somewhat negate this advantage for the Zune, but the 10 songs per month will still be a big plus in Zune Pass’ favor.

  5. Thanks for your visiting this http://www.hello-free.com/freebies online store.

  6. Great post!

  7. Great Information, thanks for this fine Post. I will subscribe to your feed for updates. Also check this vampire information: vampire art

  8. Wonderful to read!

  9. Great post!

  10. Lohan Moves to Rehabilitate Today,. Translation, she actually is calling most of the shots that will keep on to create a mockery for the judicial system. She’ll do the rehabilitation thing right up until she won’t have to junk test any further and start on a three or more day binge.

  11. If you think you’ve been exposed to asbestos and have developed mesothelioma you can visit our mesothelioma lawyer section http://mesothelioma-is.com for more information on how you can receive compensation.

  12. What kind of matter really, thank you for sharing, we have a common interest.

  13. Rick Sanchez missing it is possible com-cast will wise up & dispose of maddcow ,Olberman,Schultz & Matthews off their news, I’ve a long list to pick from

  14. Where is link?

  15. This is such a great resource that you are providing and you give it away for free. I love seeing websites that understand the value of providing a quality resource for free. It is the old what goes around comes around routine. Did you acquired lots of links and I see lots of trackbacks??

  16. Great blog!! You should start many more. I love all the info provided. I will stay tuned :)

  17. I really like the colors here on your blog. did you design this yourself or did you outsource it to a professional?

  18. You did the logo. I want to do something like that.

  19. Interesting article and one which should be more widely known about in my view. Your level of detail is good and the clarity of writing is excellent. I have bookmarked it for you so that others will be able to see what you have to say.

  20. I subscribed – because I thought the post was gr8 – tough to find alot of the time.

  21. I would like to start my own blog one day. This was a really nice blog that you made here. Keep up the success 😛

  22. Thanks for sharing!

  23. link please :(((

  24. Know whether the site is opened too late.

  25. I come and read constantly. very nice blog

  26. thanks! saved my day, I googled the whole day for it :)

  27. Nothing better than Bing finding you a good site related to what I was looking for.

  28. I added Google Reader to your site when I have spare time try to follow.Thank you.

  29. You did the logo. I want to do something like that.

  30. I added Google Reader to your site when I have spare time try to follow.Thank you.

  31. Searched Google and ended up here – its good so I posted the link on my Facebook account !

  32. Great blog!! You should start many more. I love all the info provided. I will stay tuned :)

  33. I am extremely impressed with your writing skills and also with the layout on your blog. Is this a paid theme or did you customize it yourself? Either way keep up the nice quality writing, it’s rare to see a nice blog like this one these days.. :)

  34. You did the logo. I want to do something like that.

  35. This is such a great resource that you are providing and you give it away for free. I love seeing websites that understand the value of providing a quality resource for free. It is the old what goes around comes around routine. Did you acquired lots of links and I see lots of trackbacks??

  36. Hi, I like your article. This is a good site and I wanted to post a little note to tell you, great job!

  37. Kudos for the great piece of writing. I am glad I have taken the time to read this.

  38. Love the blog here. Nice colors. I am definitely staying tuned to this one. Hope to see more.

  39. This is the best blog I’ve ever seen in my life! I really appreciate you taking the time out of your busy day to share your this with everyone.

  40. Neat blog layout! Very easy on the eyes.. i like the colors you picked out

  41. I cling on to

  42. I do not usually answer to posts but I will on this circumstance. I have been obtaining this really identical problem with a whole new WordPress installation of mine. I ve spent weeks calibrating and acquiring it ready when all of a sudden I are not able to delete any articles. It’s a workaround that, although isnt perfect, does the trick so thanks! I actually hope this trouble gets solved properly asap.

  43. Amazing freakin blog here. I almost cried while reading it!

  44. This is really a very fascinating post, thank you for sharing! There are numerous blogs on this topic but this one states exactly what I believe also.

  45. I agree with your thoughts here and I really love your blog! I’ve bookmarked it so that I can come back & read more in the future.

  46. Thank you for great article. I had a very good time reading, and there were few things I was surprised by.

  47. This is the best blog I’ve ever seen in my life! I really appreciate you taking the time out of your busy day to share your this with everyone.

  48. Great blog!! You should start many more. I love all the info provided. I will stay tuned :)

  49. I am extremely impressed with your writing skills and also with the layout on your blog. Is this a paid theme or did you customize it yourself? Either way keep up the nice quality writing, it’s rare to see a nice blog like this one these days.. :)

  50. Thats I will email it to my friends

  51. Way to focus and straight to your point, i love it. Keep up the work people. Dont let anyone stop us bloggers.

  52. Great blog!! You should start many more. I love all the info provided. I will stay tuned :)

  53. I love the way you write and also the theme on your blog. Did you code this yourself or was it done by a professional? I’m very very impressed.

  54. I agree with your thoughts here and I really love your blog! I’ve bookmarked it so that I can come back & read more in the future.

  55. Love all the opinions expressed here! How is everyone? Love how everyone expresses whatr they feel :)

  56. Thanks its a nice blog you have their

  57. Interesting layout on your blog. I really enjoyed reading it and also I will be back to read more in the future.

  58. Hey how are you doing? I just wanted to stop by and say that it’s been a pleasure reading your blog. I have bookmarked your website so that I can come back & read more in the future as well. plz do keep up the quality writing

  59. Neat blog layout! Very easy on the eyes.. i like the colors you picked out

  60. Keep focusing on your blog. I love how we can all express our feelings. This is an extremely nice blog here :)

  61. I’ll gear this review to 2 types of people: current Zune owners who are considering an upgrade, and people trying to decide between a Zune and an iPod. (There are other players worth considering out there, like the Sony Walkman X, but I hope this gives you enough info to make an informed decision of the Zune vs players other than the iPod line as well.)

  62. This is such a fantastic resource that you are providing and you give it away for free. I love seeing internet websites that understand the value of providing a quality resource for free. It’s the old what goes around comes around routine. Regards…

  63. The rich adopt novelties and become accustomed to their use. This sets a fashion which others imitate. Once the richer classes have adopted a certain way of living, producers have an incentive to improve the methods of manufacture so that soon it is possible for the poorer classes to follow suit. Thus luxury furthers progress. Innovation “is the whim of an elite before it becomes a need of the public. The luxury today is the necessity of tomorrow.” Luxury is the roadmaker of progress: it develops latent needs and makes people discontented. In so far as they think consistently, moralists who condemn luxury must recommend the comparatively desireless existence of the wild life roaming in the woods as the ultimate ideal of civilized life. “Ludwig Von Mises”

  64. Nice blog subject. thanks for letting me add something!

  65. This is getting a bit more subjective, but I much prefer the Zune Marketplace. The interface is colorful, has more flair, and some cool features like ‘Mixview’ that let you quickly see related albums, songs, or other users related to what you’re listening to. Clicking on one of those will center on that item, and another set of “neighbors” will come into view, allowing you to navigate around exploring by similar artists, songs, or users. Speaking of users, the Zune “Social” is also great fun, letting you find others with shared tastes and becoming friends with them. You then can listen to a playlist created based on an amalgamation of what all your friends are listening to, which is also enjoyable. Those concerned with privacy will be relieved to know you can prevent the public from seeing your personal listening habits if you so choose.

  66. There is obviously a lot to know about this. I think you did some good points in Features also.

  67. Nice blog here! Also your website loads up fast! What host are you using? I wish my website loaded up as fast as yours lol

  68. Good post but a couple of a lot more images could make it enhanced

  69. I agree with your thoughts here and I really love your blog! I’ve bookmarked it so that I can come back & read more in the future.

  70. Credit for the great blog post. I am glad I have taken the time to read this.

  71. Cant say I am not suprised by your article. All of them are interested but this one is great.Just keep on!

  72. I love the expression. Everyone needs to express there own opinion and feel free to hear others. Keep it up :)

  73. The Zune concentrates on being a Portable Media Player. Not a web browser. Not a game machine. Maybe in the future it’ll do even better in those areas, but for now it’s a fantastic way to organize and listen to your music and videos, and is without peer in that regard. The iPod’s strengths are its web browsing and apps. If those sound more compelling, perhaps it is your best choice.

  74. I am not in fact sure if best tactics contain emerged around things like that, except I am sure that your big work is visibly discovered. I was questioning if you offer some subscription near your RSS feeds because I would be extremely interested.

  75. Hey how are you doing? I just wanted to stop by and say that it’s been a pleasure reading your blog. I have bookmarked your website so that I can come back & read more in the future as well. plz do keep up the quality writing

  76. The Zune concentrates on being a Portable Media Player. Not a web browser. Not a game machine. Maybe in the future it’ll do even better in those areas, but for now it’s a fantastic way to organize and listen to your music and videos, and is without peer in that regard. The iPod’s strengths are its web browsing and apps. If those sound more compelling, perhaps it is your best choice.

  77. Hands down, Apple’s app store wins by a mile. It’s a huge selection of all sorts of apps vs a rather sad selection of a handful for Zune. Microsoft has plans, especially in the realm of games, but I’m not sure I’d want to bet on the future if this aspect is important to you. The iPod is a much better choice in that case.

  78. Thanks for the interesting piece of work. I will be taking advantage of the amazing content on the web site. I will be coming back!

  79. additional intriguing on th is internet site.

  80. Nickelodeon is my no. one, it is really coming to existence superbly on display also.Thanks Armin and co. for years well worth of pleasurable studying.

  81. Interesting layout on your blog. I really enjoyed reading it and also I will be back to read more in the future.

  82. Sweet blog site! Good submit, I??? ll stop by once again.

  83. High quality info here! Keep up the great work. I love the feelings being expressed.

  84. link:justin and selena are actually dating? um what. like i dont care who justin goes out with but selena, really? is that even legal?http://www.free6xxx.org this will blow your mind

  85. Sorry for the huge review, but I’m really loving the new Zune, and hope this, as well as the excellent reviews some other people have written, will help you decide if it’s the right choice for you.

Your Comment

Email (will not be published)