Topics for live tweetchat #2 – Updated 26/04/2012

UPDATE: I’ve deleted the topic about the Melbourne Demons as #SPM2122 discussed this topic in class. Topics have been updated on 26 April and these should be the final topics.

On 28 March 2012, I conducted a full lecture online using Twitter. It forms part of an assessment item for my first year unit Sport Marketing (unit code #SPM2122) in the Bachelor of Sport, Recreation, and Leisure. #SPM2122 is doing it again in Week 10 of our semester.

This tweet chat will start with the last topic from tweetchat #1, as it was skipped. I received quite a few emails/tweets from students who were eager to discuss this topic, so I’m carrying it over.

As I find things that we can discuss in live tweet 2, I’ll post them here.

Topic 1:

Social media. Recently USA sports magazine Sport Illustrated (www.si.com) put a hashtag on its magazine front cover.

We will discuss issues surrounding mainstream media’s incorporation of social media into its programming.

Here are two links to the SI cover.

http://www.prdaily.com/Main/Articles/Sports_Illustrated_slammed_for_its_Jeremy_Lin_hash_10858.aspx#

http://deadspin.com/5885160/stop-the-silinsanity-great-moments-in-sports-illustrated-crapping-all-over-its-cover-with-a-twitter-hashtag/gallery/1

Non sport example from The Bachelor

http://socialmediatoday.com/your-social-move/464394/lessons-bachelor-how-successfully-use-hashtag

Topic 2:

The 2012 Olympic Games are soon to be held in London and the organising committee (LOCOG) has placed stringent restrictions on social media use for athletes and volunteers during the Games.

See the article in the Guardian Newspaper entitled: Olympics 2012: branding ‘police’ to protect sponsors’ exclusive rights. Fears stringent restrictions on use of terms such as London 2012 will limit economic benefits of Games to capital’s economy

http://m.guardian.co.uk/sport/2012/apr/13/olympics-2012-branding-police-sponsors?cat=sport&type=article

http://www.mediapost.com/publications/article/173610/the-social-olympics-the-effect-on-london-2012.html

We will chat about social media restrictions from a sport marketing perspective.

Thanks to Paul Kitchin from University of Ulster who tweeted this information. Follow him @paul_kitchin

Topic 3:

“Major League Soccer in the United States and Canada and the Hyundai A-League in Australia and New Zealand have remarkable similarities, with the exception that the A-League was birthed a decade after MLS. Due to these similarities, SBI invited me to provide my perspective on the A-League’s current “challenges” in context with MLS and its growth history.”

The A-League has had another negative story come to light recently as the Newcastle Jets ownership group handed back its team licence to the Football Federation of Australia.

Peter Wilt wrote an article in Sportbizinsider comparing the similarities of the histories between the MLS and the A-League.

http://sportbizinsider.com.au/features/analysis-mls-growth-v-a-league-dysfunction-by-chicago-fire-founding-gm-peter-wilt/

We will chat about the marketing of the A-League and the league’s issues from a sport marketing perspective.

Thanks to Sportbizinsiders who tweeted this information. Follow them @SportBizInsider

Topic 4:

This topic will discuss the marketing implications of pairing religion with sport and take a cross-cultural perspective.

First, the NBA’s Indiana Pacers hosted a “Faith and family night” (see http://www.pacersgroups.com/faith/).

Second, Patersons Stadium in Perth will build a “designated, non-denominational prayer room in the near future after a request from the AFL” (see http://www.smh.com.au/afl/afl-news/patersons-stadium-set-to-feature-a-prayer-room-20120419-1x9ga.html). Further, the new stadium that will be built in Perth and host AFL games will also have one.

The focus of the first chat aspect will be whether cultural differences could impact whether an Australian team could have a “Faith and family night” type of activity of whether some pockets of society would object to this.  The second aspect will discuss how marketing of a team could possibly be enhance through a message of inclusion.

Topic 5:

Charities and marketing of & through sport.

Recently, golfer Bubba Watson won the USA Master using a pink driver that attracted high levels of both fan and media interest. The driver manufacturer, Ping, recently announced it would sell 5000 copies of this club and donate part of the $420 cost to charity.

http://www.gorillagolfblog.com/players/bubba-watson-pink-ping-golf-equipment-2012-and-golf-facts/

http://bleacherreport.com/articles/1139528-bubba-watson-pink-driver-selling-masters-driver-for-charity-is-great-idea

Ping has announced that it will donate $50 per club sold.

http://www.golfwrx.com/2012/04/10/ping-introduces-pink-g20-drivers/

Sponsored vignettes during MediaSport telecasts: A case of the 2007 and 2008 National Basketball Association (NBA) finals.

This is a copy of the abstract I submitted to SMAANZ 2011 and will present the findings on Friday 25 November 2011 at 8:30 AM at the MCG in Melbourne.

Olan Kees Martin Scott a, Dwight Zakus, Brad Hill b, Heather A. Muir c, & Sue Brown a

a University of Ballarat, b Griffith University, c Bowling Green State University

Advertisers suggest that the general public views over 3,000 brand names and logos per day. From the brand name on an alarm clock to the many logos on a car, society is exposed to many marketing messages on a daily basis. How, then, does a television network attempt to ensure that broadcast sponsors’ names and logos are seen by viewers? Often, a television network will embed marketing messages into the live coverage of the event, which has been found to be a successful method of marketing to a captive audience (Wenner, 1989). For example, companies may sponsor segments of a telecast, such as the halftime show or the “players to watch” element. This study uncovered how one television network, the American Broadcasting Company (ABC), embedded marketing messages into the play-by-play commentary of two end-of-season series, the 2007 and 2008 National Basketball Association (NBA) Finals.

According to Condry (1989), the business of a television broadcaster is not the selling of advertisements, programmes, or goods and services, but the selling of audiences: “people in very large numbers who have little else in common except that they are all ‘tuned’ in at the same time” (p. 23). This has led television organisations to move away from viewing their audience as reactive individuals “who passively watch one game[or show]after another, doing little but ingesting food along the way” (Gantz & Wenner, 1995, p. 70) to “engaging and involving their viewers” (Livingstone, 1998). Once a viewer is attached and engaged with a programme, that individual is more likely to become, and remain, cognitively and emotionally absorbed, and continue to consume other media programming (Livingstone, 1998; Wann, Grieve, Zapalac, & Pease, 2008). Once a broadcaster is able to provide the audience with reasons for television watching, it is able to mediate the audience and sell this captive population to advertisers and sponsors. A common method for promoting third party goods and services is during the advertising breaks during MediaSport (Wenner, 1998) coverage (Abelman & Atkin, 2002). However, a newer phenomenon is the inclusion of sponsored messages during the description of the game.

According to Mullin (1983), there are three broad ways in which a broadcaster can embed marketing messages into the telecasts of sport. These are: promote third-party goods and services, promote the participation (i.e., playing) of sport, and promote the future viewing of network programmes. A content analysis was conducted on ABC’s live telecasts of the NBA Finals to uncover how the ABC commercialised its broadcasts. Two salient themes emerged. First, ABC promoted the NBA online store. Second, many segments of the Finals were sponsored. In both of these categories, third party companies were incorporated into the coverage of the Finals. Examples of the ways in which sponsors were incorporated into the coverage of the NBA Finals will be presented at the conference.

Implications of this study include an increased valuation of advertising and sponsorship due to the announcers’ comments and the use of sponsored vignettes. Since these marketing messages occur during the event, rather than during advertising breaks, this may lead to greater audience viewership of the vignettes. Second, through the use of sponsored vignettes, advertisers are able to market to a captive audience (Wenner, 1989), as more viewers will watch these segments that are aired as part of the live coverage.

Stream: Sport and media

Keywords: sport media, advertising, sponsored vignettes, framing, and basketball