ESPN, CNN, Scripps, NBC Putting Media/Marketing Integration Upfront

The panel of some 1000 participants is intended to correlate usage across platforms including TV the Internet and mobile The initiative is just one step in networksamp8217 attempts to sell packages to marketers based on branding and engagement that moves well beyond ratings and gross rating points amp8220I donamp8217t think just impression delivery or ratings delivery is always the perfect indicator of how to move a clientamp8217s business so we try to go the extra stepamp8221 ESPN EVP of multimedia sales Eric Johnson told JackMyers Media Business Report in an exclusive interview He says about a third of ESPNamp8217s business now is written as an opportunity for more than one medium At yesterday39s Upfront presentation on a fabricated SportsCenter set at the Nokia Theater ESPN executives unveiled multiple crossplatform marketing programs and immersive sports initiatives They also announced Hannah Storm will be joining a new live weekday morning SportsCenter in August At the same time The Media Networks division of ESPN parent The Walt Disney Company announced the creation of an emerging media and advertising research lab quotto further explore the connection that viewers of all ages have with our entertainment news and sports programmingquot said Anne Sweeney cochair of Disney Media NetworksAfter years of talking about crossplatform sales and the need to move beyond ratings the mentality is taking hold NBC Universal President and CEO Jeff Zucker proclaimed ahead of this week39s Upfront presentations that itamp8217s not amp8220just about the ratings anymoreamp8221 and said that NBC is working more closely with advertisers to construct packages in multiple media Disney executives too have talked about the affinity their viewers have with the brand across platforms MTV executives have been working with research organizations including Dynamic Logic Latitude and OTX to like Nielsen and ESPN try to understand how exposure to the MTV brand affects messaging across platforms They are also working more closely with advertisers to create cobranded content that runs between programming JackMyers Media Business Report May 6 Scripps Networks has worked to engage viewers and users by creating interstitial amp8220vignettesamp8221 that wrap advertiserfriendly content around commercial messages for products for its lifestyle channels such as the Food Network and created complimentary content for the Web amp8220Weamp8217re going to have to become much better at measuring the synergistic effect of what happens when you put a campaign on television but tie it into a direct link with a Web presenceamp8221 Mike Pardee SVP of research at Scripps told JackMyers Media Business Report in an exclusive interview amp8220And you might have other tieins like print or outdoor or billboardamp8221CNNamp8217s sales team is pushing especially hard to extol the brand value of the channel throughout the day whether at airports at home or on a cellphone amp8220That the broadcast networks can say they reached this many people on this particular program on this Thursday night is an argument that was valid five years ago not todayamp8221 CNNamp8217s Greg Damp8217Alba EVP and COO of advertising sales told JackMyers Media Business Report Damp8217Alba and Johnson were both quick to say they werenamp8217t talking about simple bundling moving repackaged TV content to the Web or onto mobile devices and wrapping those into a packaged media buy ESPN not only puts SportsCenter on ESPNcom a move that despite initial fears has been additive of audience rather than cutting into TV viewing Johnson says but also creates original Web mobile and digital ondemand programming CNN has run separate live video programming on the Web and TV for the major Democratic primaries Itamp8217s crucial says Damp8217Alba to provide amp8220real utility content that comes in the form of news and or information like a CNN or sports where viewers or consumers are emotionally attached to their specific brand and their content that the message is perceived in a better way and reaching consumers where creative will stand outamp8221In a challenged Upfront environment where media buyers are again bristling over perceived increased rates for decreased audience the sellers are trying to be more creative about explaining the worth of the buys If the ESPNNielsen initiative bears fruit it will be one of the first sets of quantitative data about media usage of a single media brand across a multiplicity of platforms They hope to use the panel to tell not only more about the number of people who use the different media but also their demographic information and whether different markets have different multimedia behaviors The initiative is different from Nielsenamp8217s announced Data Fusion service which combines viewership information from a TV panel of 30000 and an Internet panel of 27000 While Johnson acknowledges that the amp8220bread and butteramp8221 for ESPN is still TV buys for clients trying to reach the ESPN audience he and Damp8217Alba know they and their clients are going to have to follow the consumeramp8217s usage patterns amp8220At the end of the day you got to figure out how to capture the media consumeramp8217s media consumption and behavioral habits on a 24hour basis which is quickly the way people are starting to consume mediaamp8221 Damp8217Alba says amp8220They want to define their own prime timeamp8221To communicate with or to be contacted by the executives andor companies mentioned in this column email the JackMyers Connection HotlineDorian Benkoil is a regular contributor to JackMyers Media Business Report

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ESPN, CNN, Scripps, NBC Putting Media/Marketing Integration Upfront

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