PODCAST: The Changing Viewership of Live Sports

Sarah Steimer
AMA Podcast
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Key Takeaways

​What? Audience attention to and consumption of sports is shifting.

So what? Stakeholders have to navigate how to capture limited audience attention, and on a number of platforms.

Now what? Sports marketers need to put their brand in front of consumers where they are, and not expect them to flock to old sources.

​Dec. 1, 2017

Live sports continue to be a draw, but how audiences consume games is changing

The latest episode of the Answers in Action podcast explores how audiences consume sporting events, particularly based on some of the latest data from Nielsen. “Commercial Trends in Sports 2017” contends, for example, that there was a 15% decline in the number of categories that people are very interested in. “Amid major competition for attention, the impact on rights holders is significant and leading to many examining and pushing ahead with tweaks to scheduling–the NFL’s introduction of Thursday Night Football and the Premier League carving out a package of Friday night live games, for example–and format changes,” the report says.

Stakeholders are also considering new revenue streams, with opportunities to delivery live sport or secondary content on platforms such as Facebook, Twitter and Instagram.

Among these stakeholders considering new ways to engage audiences is Milwuakee’s NBA team, the Bucks. The team has recently rebranded itself after a series of losing seasons, and it’s also in the midst of unveiling a new stadium. Answers in Action spoke with Dustin Godsey, vice president of marketing for the Bucks, about how the team is working to get in front of old and new audiences—especially a younger crowd that have hasn’t seen the team in a playoff series.


Listen to the latest episode below, and check out more episodes here.



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Author Bio:

https://auth.ama.org/PublishingImages/bio2.jpg
Sarah Steimer
Sarah Steimer is a staff writer for the AMA's magazines and e-newsletters. She may be reached at ssteimer@ama.org or on Twitter at @sarah_steimer.
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