Teams Getting More Exposure on Social Media Than TV

Sourced from CNBC
Carolin Roth, Lucy Handley, special to CNBC | Wednesday, 22 Mar 2017

March Madness – the main season for U.S. college basketball – generated $1.24 billion of TV ad dollars in 2016 according to Kantar Media, making it the second most valuable post-season sports tournament in the U.S.

And while advertisers in the sports arena always want to go where the eyeballs are, they may want to shift their attention to social media, which has the potential for greater reach than TV, according to one expert.

Ophir Tanz, the chief executive of Gum Gum, a technology company that analyzes the images posted on social media and correlates them with brands, claims that the potential of social platforms in sport has been hugely undervalued. Gum Gum works with some of the teams in the NBA basketball league – which itself generated more than $1 billion in TV advertising in 2016 according to Kantar Media – to understand the impact of social media posts and put a monetary value on them.

“What we found is really quite striking. If you are a rights holder or team, we have been able to show that in most cases the exposure that’s being obtained on social is nearly equivalent and sometimes more than television,” he said during a panel led by CNBC anchor Carolin Roth at Advertising Week Europe in London this week.”

“TV is definitely not dead. I’d say there is still in many ways more sponsorship value to be extracted from that medium, ” he added.”

“At the same time, there has been a dramatic undervaluation of the exposure that social is providing – effectively if you can’t track it and prove it then it doesn’t really exist.”

For Nick Pinder, head of partnership marketing EMEA at the U.K.’s Manchester City Football Club, being able to quantify the value of social media is relatively new.

“We work with analytics companies to be able to quantify and to be able to put an accurate measurement on the growing social phenomena which hasn’t been the case in recent years. The strides we have been able to make have been significant, moving away from that typical model where it is driven by broadcast and driven by those numbers,” he said during the panel.

Manchester City’s streamed its women’s team’s first UEFA Women’s Champions League game on Facebook Live, in partnership with car manufacturer Nissan last October. Pinder said the engagement from fans was “extremely impressive.” Player Yaya Toure also used Snapchat spectacles to show people behind the scenes at City’s Etihad stadium in January 2017.

The value of a sports team or brand is something rights-holders work hard to quantify. Tim Ellerton, commercial director of Team GB, the U.K.’s Olympic team, is currently looking at this. “We’ve just put out a piece of work to really get to the crux of what the values of our own channels are and what that could mean to current and hopefully potential sponsors as well,” he said during the panel.”

“It will allow us to have a very sensible conversation with a partner when we put a number down on the table about what we believe our rights are worth, and hopefully we can verify it. It also allows that conversation when they go back to their CEO or CMO [chief marketing officer] to get sign off, do they actually understand what joining up with a brand like Team GB will actually mean for the short, mid and long term.”

Unified Communications

Patriots Stay Ahead of the Game with Unified Communications

If you follow football at all, you’ll notice this is a seemingly great year for the New England Patriots. With an 10-2 overall win-to-loss ratio, the Patriots are going into Game 14 against the Houston Texans with a strong upper hand despite not having the home field advantage. How do they maintain such a strong lead on the field? Easy, they utilize unified communications blended with a perfected strategy.

Football is the Ultimate in Unified Communications

Sports in general are a very interesting concept. Whether it’s hockey, baseball, soccer, or, of course, football, numerous people from all walks of life come together to form a team, all working towards a common goal: to win the game. So how does all this great talent sync up? We all know that football teams have playbooks that outline the multiple plays a team can make during a game. They study it, practice it, and implement it over and over again in order to get it perfected. They use signals on the field to indicate their next move to the player downwind and communicate with each other via hidden ear pieces in their helmets. They have the general managers (and sometimes team owners) eyes looking over the field to get a bird’s eye view of the game, relaying information down to the head coach and ultimately into the ears of the players on the field. They have huddles to discuss their next plan of action and can call timeouts to review or change the strategy. It’s a very well oiled machine.

Gaining the Competitive Advantage

When you implement unified communications in your workplace, you suddenly gain a competitive advantage in your market. Businesses experiencing poor communication and planning are less efficient and lack the increased revenue needed to stay in the game. They often have trouble syncing up, leading to decreased quality and customer satisfaction. Instead of studying the playbook and working with their coworkers to win the game, they decide to play in the dark and ultimately lose the game. That’s bad for a business (think Cleveland Browns bad.) By having unified communications, your team mates can all be on the same page in regards to your business strategy. You’ll be able to connect with your clients on a higher level and meet their expectations more effectively, leading you to win the game!

Don’t Place Yourself in a Position to Lose

So, in terms of football, whose team would you rather play for: The Cleveland Browns, playing in the dark without any real sense of direction, or the New England Patriots, effectively communicating with each other to stay ahead of the game? The answer seems simple.

Technology at the Super Bowl

Patriots Win the High Tech Super Bowl

Approximately 114.4 million people tuned in to watch the New England Patriots’ victory over the Seattle Seahawks. Super Bowl XLIX is destined to be the most remembered Super Bowl, and not because of the fan base.

The Patriots win of 2002 pales to their win of 2015.

The buildup to the Super Bowl may have been dominated by controversy (deflated footballs, anyone?), but the Super Bowl itself has ushered into the age of sports technology. Being a company that uses technology to improve businesses, we are fascinated by the growing use of technology on the sports fields and of this year’s “High Tech Super Bowl”.

Technology on the Football Field

In 2002, we weren’t able to peek over Tom Brady’s shoulder as he called the plays. It wasn’t until 2003 that the NFL started using Skycam and Cablecam, the cable-mounted systems that loom overhead to capture the action on the field.

Seeing highlights from the game is one thing. Being able to see and hear the reactions of players and coaches is another thing entirely. Pete Carroll’s reaction to the Malcolm Butler interception and the Patriots flocking to Butler as he comes off the field are certain to be replayed for years.

In action for this game were several 4K cameras, enhancing the images so sharply that they can be blown up numerous times, making it THE ideal technology for instant replays.

XLIX is also the year Zebra Technologies joined the NFL. Zebra’s innovative radio chips inside player uniforms instantly track their speed and movement patterns on every play.

Sensors lined up along the catwalk above field gather data from the chips on the players as well as in the AHEM game balls. A team of Zebra employees work to gather the data to display on the video boards and send to the broadcast booth.

Technology on the Sidelines

Technology has found it’s way to the sidelines, too. Thanks to a $400 million sponsorship with Microsoft, coaches are now using Surface tablets. The Surface tablet enables coaches to quickly review plays and make corrections as opposed to the playbooks of the old days.

For the past three seasons, NFL has deployed injury analysts that use instant replay gear and software that can tag video clips of the hardest tackles. The analyst transmits those images to the athletic trainer on the sidelines, who can assess the situation.

In the Stands or On the Sofa

Technology certainly enhances the fan experience for both the couch crowd and those seeing the game in person. Since fans in both atmospheres follow the game on their smartphones, the NFL equipped all stadiums with high-quality Internet, charging stations, and cellular data connections.

Eventually the NFL hopes to be able to publish the data collected from the Zebra chips during games, so fans can use their smartphones to chart the performance of their favorite athletes.

For the first time ever, NBC broadcasted the entire 11-hour Super Bowl hoopla…for free. On any computer, iOS, Android, or Windows tablet, you could watch all the commercials, the pre-game, and after game wrap-up. NBC has also created a Tumblr page for the commercials so you can watch them all again.


What do you think of technology in the Super Bowl and sports in general? Does it improve the sport? Leave a comment below and let us know what you think!