Cadent Launches New Sports Network, Ramping Up Advertising Options

The timing is perfect In the first half of 2021amp160sports accounted for 25 of all US TV ad spending and even more in certain ad categories such as tech notes Rick Beispel Senior Vice President of National Sales and Strategy at Cadent Now consider the early months of 2022 the National Football League playoffs are starting the 2022 Beijing Winter Olympics kick off on Feb 4 and Super Bowl LVI is coming on Feb13 followed by March MadnessquotIf advertisers have an existing sports sponsorship there are opportunities to amplify this message or heavy up in key target marketsquot Beispel says quotAdditionally it39s a great opportunity for advertisers that want to reach sports audiences but aren39t able to invest in a title sponsorship or network sports commitmentquotCadent advertising uses a unique crossscreen approach through cable broadcast and CTV Connected TV is growing as viewers use systems like Roku Xbox and Apple TV to stream live content more than ever beforequotWe39re already starting to see some of these changes as audiences continue to fragmentquot Beispel says quotWhile broadcast and cable still maintain a lion39s share of viewers more and more we39re seeing consumers shift some or all their viewing to OTT over the top and CTV platforms To make the most of sports activations advertisers will need to take a more audiencebased approach and when done successfully this should create a seamless brand experience for the viewerquotThe sports network is built through Cadent39s Aperture platform that launched in 2021 which provides users with an intuitive dashboard for TV media buying planning and measurement across channels featuring the three tools Connect Activate and Enable Through the platform39s Viewer Graph advertisers can use targeted data to better define and engage sports fans and likeaudiences setup crossscreen planning optimize crosschannel TV campaigns measure effectiveness and create reports aligned to key business outcomesData helps explain the importance of this The seven mostviewed telecasts of 2021 were all NFL games and only three of the top 30 were nonsports broadcasts according to research published by Variety First place was held as usual by the Super Bowl which had over 50 million more viewers than the second place AFC Championship between the Buffalo Bills and the Kansas City ChiefsThe rise in legalized sports gambling across the country has boosted the popularity of sports advertising Mobile sports betting has been approved in New York and should be fully operational in early 2022 other states including Arizona Connecticut and Michigan first launched in 2021 There39s no slowdown in sight as more states legalize sports betting That means more ad dollars should be coming into the sports TV marketplaceMany other changes are afoot quotSome of the things we39re expecting to see are the continued growth in ad demand the NFL continuing to dominate the top 100 broadcast programs and sports betting advertising remaining highly visiblequot Beispel saysquotWe39re also predicting greater investment in women39s sports deservedly so and a tremendously popular 2022 World Cupquot he adds quotIn terms of things to watch the potential DTC directtoconsumer services being launched by RSNs regional sports networks are going to be one to keep an eye on as it is a complicated landscapequotClick the social buttons to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Cadent Launches New Sports Network, Ramping Up Advertising Options

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Justin Paura

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Cadent Launches New Sports Network, Ramping Up Advertising Options

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