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Why You Should Enjoy This Year’s Super Bowl More Than Any Other

By Jim Andrews Jan 29, 2015

Why You Should Enjoy This Year’s Super Bowl More Than Any Other

Much of the buzz surrounding Sunday’s Super Bowl will be about the matchup between the defending champion Seahawks and the dynastic Patriots, the quality of the advertising spots, Marshawn Lynch’s postgame comments (or lack thereof), Katy Perry’s halftime performance, and (new this year) the PSI of the game balls.

What might be overlooked is just how much the Super Bowl, as the chocolate center of the $6 billion NFL broadcast Tootsie Pop, stands in stark contrast to the revolution that has taken place allowing rightsholders that don’t deliver audience numbers anywhere near the  NFL’s to distribute their programming directly to viewers.

It was not long ago that the only hope of appearing on living-room screens for second-tier sports properties—not to mention concert promoters, festival organizers and other content owners—was to capture the attention of TV industry gatekeepers by either proving the value of their smaller audiences (extraordinarily difficult) or waving a check (the time-buy).

For decades, the conversation among the sports, entertainment and other rightsholders gathered for IEG’s annual conference focused on strategies for gaining precious TV airtime. To achieve an iota of what the NFL and its Super Bowl had was the Holy Grail.

A look at the agenda for our upcoming conference (www.IEG2015.com) shows how much the world has changed. Sessions focused on how event producers and content creators can bypass the middleman and extend their brands, share their stories and create highly valuable promotional platforms for brand and corporate partners dominate the discussion.

Of particular note is the keynote session led by WPP CEO Sir Martin Sorrell and Red Bull Media House Chief Commercial Officer Alexander Koppel. They will address the profound changes in communications, media consumption, programming and monetization that have completely disrupted traditional relationships and blurred the lines between media, marketer and rightsholder.

There still are plenty of uncertainties surrounding over-the-top programming. And despite the fact that NBC will stream Sunday’s game free online, and even though the NFL has its own direct-to-fans offerings—including NFL Now and a just-launched Google partnership that includes an official YouTube channel—the league and its broadcast, cable, satellite and brand partners will successfully rely on the established media-event-advertising model for years to come.

But all the other members of the content, events, media and marketer ecosystem can sit back and enjoy this year’s Super Bowl spectacle without the pangs of envy they used to suffer, for no longer does the game exemplify the only path to content distribution.

More:

IEG conference sports trends IEG 2015

 

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Jim Andrews

About the Author

A 30-year sponsorship industry veteran, Jim is responsible for developing and sharing thought-leadership content based on ESP Properties’ groundbreaking work in the areas of sponsorship strategy, valuation, measurement, digital content, data-driven marketing and fan engagement.

In addition to identifying key trends and delivering his unique insights into the critical issues facing rightsholders and their commercial partners, Jim is the chairman of the Annual Sponsorship Conference, responsible for the program and speakers, as well as hosting and delivering the event’s opening address. He also is responsible for the company’s annual report and forecast of overall sponsorship spending, as well as its compilation of biggest spending companies and annual industry surveys.

A frequent media commentator and guest, Jim has been a featured speaker at hundreds of sports, entertainment and marketing conferences around the world.

 

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