MLB Network Manages Expanded Advertiser, Distribution Lineups During Postseason

Extending from October 411 the amp8220freeviewamp8221 not only covers the playoff game pair but part of MLBamp8217s Networkamp8217s extensive postseason coverage that will stretch to 175 live hours over its courseMLB Network President Rob McGlarry said the schedule marks the first time in the six years since the channel has aired two Division Series that it will televise a Game 1 as well as offering backtoback postseason ballgames amp160The scheduling continuity attendant promotional opportunities and quality of the matchups two of baseballamp8217s iconic franchises with the Yankees and Red Sox the Indians looking to end the sportamp8217s now longest World Series drought dating back to 1948 and the Astros seeking a firstever title should produce large audiencesMcGlarry said the affiliate initiative puts the network in front of more fans that can lead to increased viewership and potential subscription acquisition while the Division Series games serve as tent poles to driving fourthquarter ad salesIn the past the league digital arm MLB Advanced Media and MLB Network all pursued their own deals with advertisers amp160But those efforts became more streamlined when Rob Manfred became commissioner in January 2015amp8220Weamp8217ve been able to go to market with a unified voice and that presents clients with more opportunities across different platformsamp8221 said McGlarryThat has culminated with MLB securing presenting sponsors for each playoff round for the first timeamp8220Baseball had a strong postseason last year and has done a good job attracting sponsorsamp8221 McGlarry noted referring to the Chicago Cubsamp8217 saga that climaxed with 40 million watchers for its Game 7 win over Cleveland bringing the franchise its first World Series title since 1908 and joy to its longsuffering fan baseBoth of MLBNamp8217s ALDS games are presented by Geicoamp160 The networkamp8217s overall coverage will incorporate ads from the various presenting sponsors for the playoff rounds Korean conglomerate Doosan with the ALDS TMobile for National League Division Series Camping World for both league championship series and virtual distributor YouTube TV for the World SeriesLooking to keep viewers engaged while enhancing value for advertisers McGlarry said MLB Network as has been the case with its originally produced Showcase Games throughout the regular season will stay on the field during pitching changes in its two ALDS telecasts amp160The amp8220twoboxamp8221 approach not only shows the hurler taking his warmup tosses but an adjoining commercial he explainedamp160 A countdown graphic also lets viewers know when the game telecast will resumeThe network will also use splitscreen on select visits to the mound when pitching coach manager or players offer instruction and encouragement to the hurler amp160It has integrated shorter spots 15second commercials in these settingsAs the leagueamp8217s inhouse service McGlarry said MLB Network can serve as amp8220a platform for experimentationamp8221 adding that there could be broader deployment of the moundvisit play across baseball telecasts going forwardamp160 Although he likes the storylines for the ALDS games McGlarry knows that the telecasts with their afternoon start times will be hardpressed to approach the network record of 46 million viewers set with Game 2 of last yearamp8217s NLDS which occurred on a Saturday night and featured the Cubs in the midst of their historic run battling the San Francisco Giants at Wrigley FieldBolstered by its coverage of the World Baseball Classic that crested with the US defeating Puerto Rico championship before 23 million viewers its secondlargest audience to date MLB Networkamp8217s totalday audience grew 6 through the first three quarters of this year even as its game telecasts were essentially flat for the 2017 campaignamp160 amp8220Weamp8217re pleased with ratings uptick in total day given whatamp8217s happening with cable TV viewership overallamp8221 McGlarry saidOld Dominion which in April signed a sponsorship deal making it the official freight carrier of MLB has been an MLB Network advertiser this year but McGlarry said the company amp8220stepped upamp8221 its presence with the regular seasonamp8217s denouement amp160Old Dominion sponsored the serviceamp8217s amp8220Pennant Chaseamp8221 programming highlighted by 43 game telecasts during September amp160Moreover Chevrolet drove a presenting sponsorship deal for the MLB Network Showcase gamesMLB Network also has sponsorship deals across a number of its key shows MLB Centralamp160presented by Hyundai High Heat with Christopher Russoamp160presented by Liberty Mutual MLB Tonightamp160presented by Best Western Hotels and Resorts Quick Pitchamp160presented by Degree and MLB Now presented by Benjamin MooreLike any good club MLB Network could augment its sponsor roster over the offseasonamp8220Weamp8217ve had a lot of positive response about next yearamp8221 McGlarry saidClick the social buttons above or below 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 writersamp160amp160

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MLB Network Manages Expanded Advertiser, Distribution Lineups During Postseason

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MLB Network Manages Expanded Advertiser, Distribution Lineups During Postseason

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