Millsport Blog

24,000 fans didn't show up to watch Rocco...

Tiger's absence from the tour will have a significant impact on many levels, including PGA Tour marketing, television ratings and, of course, tournament attendance.

The obvious impact will be the marketing of the tour itself -- network promos, highlights, TV, print etc.  With Tiger being out and the PGA and/or broadcast partners not using footage/imagery of him, the sport and individual tournaments will likely have less mass market appeal. 

In comparison, what if the NBA had to promote its postseason without its biggest stars?  If Kobe, Garnett or LeBron were injured and not a part of the playoffs, it's reasonable to believe that their absence would have a negative effect on the NBA’s playoff marketability.

But if Garnett was out, many fans would still attend Celtic home games to watch Pierce and Ray Allen (and Rondo and Perkins...).  At the same time, I know lots of people who have no interest in watching golf on Sunday if Tiger isn't playing.

Second, there is a legitimate concern about the impact Tiger's absence will have on television ratings.  An LA Times article by Thomas Bonk looked at TV ratings of PGA events when Tiger plays versus those without him.

It revealed that tournaments in which Tiger played and finished in the top five achieved an averaged rating of 4.6 on CBS compared to a 1.7 rating without him.  That's remarkable. 

NBC had similar results where ratings were an average of 3.5 compared to 2.2.  The two-network average showed a 4.0 rating compared to a 1.9, a difference of 111 percent.  Like Jordan in the NBA or Ali in boxing, Tiger clearly moves the needle.

So, if the PGA can't market itself using Tiger, and the networks can't televise Tiger competing, what will drive fan attendance? 

With no disrespect to Rocco (I happen to be a fan), I don’t think 24,000 fans showed up on a Monday to see him play at this year's U.S. Open.  Sure, the avid fan will still be there, golf purists and supporters will still come out, but to think that local event attendance will remain unaffected by Tiger's absence is wishful thinking.

Tiger's absence will have a negative impact on golf, this is a certainty.  How much of an impact remains to be seen.  The bigger question might be what players are primed to seize the spotlight now that Tiger is off the stage? --  DP

WTA's attempt to "engage" consumers is off the mark

An article in today's NY Times describes a new ad campaign by the Women's Tennis Association (WTA) designed to "convert casual or intermittent tennis fans."  The WTA is attempting to "get them more deeply engaged and follow the sport on a more regular basis and get an emotional connection."

Two points:

First, although women's tennis has enjoyed a financial windfall by taking big dollars to stage its championship event in rich locations like Dubai, and using that money to bankroll an ad campaign, the WTA is short-sighted in neglecting the birthplace of women's tennis -- the United States. 

Years ago, they deserted the epicenter of sports -- New York’s Madison Square Garden -- for big dollars in other cities around the world.  The result has been a downturn in the sport's popularity in the U.S., especially as Euro stars emerge to eclipse the "older" American players like the Williams sisters.  The WTA may be rich in its coffers, but it's poor in terms of its popularity in the States.

Imagine how pro basketball would suffer in the U.S. if the Knicks (even in their current state) left New York to play in Qatar or Beijing.  While the NBA is actively promoting its game overseas, it's been careful not to take its eye of its American fan base.

Second, a traditional TV ad campaign -- even a $15 million one -- will be hard-pressed to "deeply engage" consumers and an even more difficult time in creating an "emotional connection" with them.  Build awareness?  Yes.  Connect on an emotional level and motivate consumers to watch or attend a match?  Unlikely. -- BB

Wyoming minor league team's merchandise sales are glowing

Caught a note in ESPN The Magazine recently about the Casper (Wyo.) Ghosts, a minor league affiliate of the Colorado Rockies.  Just before the start of the 2008 season, the Ghosts unveiled caps with glow in the dark logos.  Sales have soared.  According to one team official, before the season's first pitch, the Ghosts had "done more sales than in all of last year."

The beauty of minor league sports:  Teams (and their execs) are willing test and try new marketing and promotion ideas.  In addition, since there are few layers within a minor league front office, they're able to move quickly.  Ideas can go from the "I got it" stage to execution sometimes in a matter of hours.

NBA Finals: Does late TV start time hurt the league?

Saw a note in today's paper about concern over the late start of NBA Finals games.  The issue is that the NBA's younger fan will have already headed off to bed by tip off (or half-time). 

I don’t think there should be too much made of this.  It's always a challenge to appeal to everyone when there is an East Coast vs. West Coast match-up.  But I don’t believe the league should use its highest profile event as a leveraging point to attract a younger audience.  The All-Star Game, Slam Dunk Contest, and other ancillary events are better to use when trying to reach a younger demo.

On the other hand, the NBA playoffs and the NBA Finals should be focused on reaching the largest national (and international) audience possible - period.

Now, reaching a younger audience might be a small consideration when originally planning the start times but it shouldn’t be the driving factor.  The success of the NBA Finals is largely determined by ratings.  Simply put, strong ratings means a healthier NBA.  A healthier NBA will attract more fans and viewers (and sponsors), including younger generations.

A more interesting side note may be ABC's effort to educate younger fans about the history of the Celtics-Lakers match-up.  In the word's of one ESPN exec, "We do have an obligation to educate." -- DP

ESPN sees opportunity with soccer

You may have seen where ESPN has expanded its soccer coverage and will broadcast 31 games of the European Championship this month.  The growth of the Hispanic population in the U.S. will lead to a sustained increase in the appeal for soccer (futbol).  For now, the quality of European League -- and the passion of its fans -- makes its games more interesting to the emerging U.S. soccer fan base.  [BTW, the recent Manchester United v Chelsea match was outstanding theater for U.S. soccer aficionados.] -- MW 

What Kobe vs KG does for the NBA

My first basketball memory is from June 1987 when the Lakers and Celtics played in the NBA Finals.  Magic, Kareem, Worthy versus Bird, McHale, and Parish. 

I vividly remember watching Game 4 from a restaurant’s bar in Phoenix where we’d gone to dinner for my sister’s birthday.  Dad and I had gotten up from the table to watch the last few minutes of the games.  At some point, my father went back to the table to check on our food. [I’ve always admired my dad’s comfort of leaving a kid standing in a bar to see if his food had arrived.]

What he missed was one of the NBA’s most famous images:  Magic unleashing his “junior sky hook” to help the Lakers win the game. When dad came back to the bar, I was right up front high-fiving everyone around. 

The similarities between ’87 and this season are remarkable as two of the league’s most popular franchises, led by two of the league’s most exciting players, have helped generate a new level of excitement for the NBA.

Last year at this time, despite LeBron James appearing in his first championship series, the NBA Finals posted its lowest ratings ever, down nearly 30 percent from the previous season.  Only the NHL has a lower television rating for its championship. 

To say the league was hoping for another classic Celtics-Lakers match-up is an understatement. 

In recent years, the NBA has intensified its focus on the international market to increase its global market share.  While this has helped to build popularity abroad, it has not translated in regaining the “golden years” status here at home. 

But considering that Boston and Los Angeles are two of the NBA’s strongest markets – with a loyal fan base both regionally and nationally – ratings are sure to improve sharply.

From a marketing perspective, three of the NBA’s premier sponsors -- Kia, TMobile and McDonald’s --  have postseason-themed activations ready to start.  Over the next week or two, depending on the length of the series, you’ll see those brands, as well as others like Bud Light, Autotrader.com, Sirius, Lamisil and Haier, activating around the series.

The question is, how much excitement will this coast-to-coast series ignite?  In my opinion, the most in two decades. -- JM