ESPN Hits the Upfront with "The Speed of Live"

amp8220The reality is that the live window for fans also includes the instant highlights they see on the EPSN app or Twitter or checking scores or keeping up with their fantasy teamamp8221 Johnson told me amp8220The smartest marketers are also thinking about live in those ways itamp8217s not just about buying a 30second spotamp8221Johnson declined to discuss ESPNamp8217s sellthrough levels goals relative to many cable networks that look to move 55 of their inventory while broadcasters in strong markets can approach 80amp8220We donamp8217t operate the same way entertainment networks do because of multiyear deals because of the cycle of sports seasons because of various opportunitiesamp8221 he explained amp8220Itamp8217s a different approach but Iamp8217d say we probably end up in the same places in terms of what we look to accomplish in writing more business being more forward thinking and trying to expand ESPNamp8217s universeamp8221While programmers are increasingly incorporating more data elements into their presentations Johnson said ESPN has been using data for a long time amp8220Weamp8217re not changing the headline here for a reasonamp8221 he notedRather ESPN is building amp8220a very sophisticated system that embraces what we are passion and emotionamp8221amp160 He said the company will key on how sports fans feel theyamp8217re melancholy theyamp8217re in heavy anticipation mode theyamp8217re sad theyamp8217re elatedamp8220How does that impact the opportunity for marketers to message and to get their messages through Thatamp8217s interesting to usamp8221 he said amp8220Youamp8217re going to hear a lot more about how we can make clientsamp8217 business better by driving performanceamp8221Those attending the Upfront will also find ESPN Deportes integral to the pitch amp8220Itamp8217s a younger more acculturated audience that goes back and forth between Spanish and English when theyamp8217re at work with friends and then with their familiesamp8221 Johnson explained amp8220We want marketers to think about this holistically and demonstrate how that value fits within ESPNamp8221Upfront attendees can also expect to hear about out of home viewing amp8220Weamp8217re looking for ways to incorporate that within whatamp8217s happening and get some credit for thatamp8221 he saidFor ESPN Johnson said the Upfront is really two markets One for negotiations for new business the other for discussions around seasonlong or multiyear agreements it has secured for myriad propertiesHe pointed to college football and college football playoffs as examples of where ESPN has many multiyear deals amp8220already ironedamp8221 He added amp8220They will continue to evolve over the years but the Upfront is also set up nicely within the window for lots of breaking businessamp8221Johnson said ESPN is very bullish around the demand for pro football and amp8220the opportunities we see out there We love our slate of Monday Night Football games Sean McDonough who is replacing Mike Tirico as the MNF playby play caller is a classic pro weamp8217re not going to miss thereamp8221 The NFL game plan also extends to Sunday afternoons when CBS and Fox air their games he added He said ESPNamp8217s digital reach is amp8220ridiculousamp8221 on NFL Sundays amp8220Weamp8217re beating most cable networks in a live window Fantasy is a juggernaut in terms of consumptionamp8221Johnson also discussed how the different sports have their own sales cycles beyond the Upfront with the NBA playoffs and finals on ABC in the fore at the momentamp8220The NBA has been such an ascendant sport with such great star power that many advertisers have been with us a number of yearsamp8221 he said before adding that there will be some amp8220new and unique things from new entrantsamp8221 in the finals Key advertisers include American Express Samsung and studiosJohnson laughed when apprised that Univision Deportes president Juan Carlos Rodriguez has described Euro 2016 as amp8220the opening actamp8221 to the 32game Copa America Centenario tourney featuring teams from South and North America in primetimeAs to Europeamp8217s top national team tourney that will play out on ESPN services from June 10July 10 in France Johnson said amp8220We are quietly confident that the competition is going to speak for itselfamp8221 He said advertisers including DirecTV Modelo and Progressive have stepped upJohnson also asserted that Euro 2016 will be great for adding daytime viewing and that many fans will catch the action via Watch ESPN Johnson called the serviceamp8217s live streaming amp8220exceptionalamp8221 adding amp8220There have been months this year that have doubled last yearamp8217s outputamp8221 amp160He said for many shows more than half of Watch ESPN usage occurs on television screens and is reaching the youngest most affluent multicultural consumers in the new ways they consume media amp160amp8220What we wonder about is how Watch ESPN is not being recommended in buysamp8221amp160Johnson believes that live impressions are the most valuable and a marketplace point of distinction amp8220All marketers want to figure out how to react to the moment of live how to make their communications relevant in that moment but you just canamp8217t arrive there You have to plan for it and know the stories around the NFL Draft or the narratives around the games on the opening week of the college football seasonamp160 Good marketing is good storytellingamp8220People want to get their reality fix from sports including social which has helped fuel the growthamp8221 he concluded amp8220In sports we get to own that moment and create human connection and conversationsamp8221The opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillageMyersBizNet management or associated bloggers Image at top courtesy of ESPN

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ESPN Hits the Upfront with "The Speed of Live"

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