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The Progress of the Big Ten Network

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Football: 35-40 games (each team guaranteed 2 appearances per year) ... Ohio State University 1. University of Minnesota - 4. Michigan State University 8 ... – PowerPoint PPT presentation

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Title: The Progress of the Big Ten Network


1
The Progress of the Big Ten Network
  • John A. Fortunato, Ph. D.
  • Fordham University
  • College Sport Research Institute Conference
  • University of North Carolina, Chapel Hill
  • April 18, 2009

2
Big Ten Network Facts
  • 20-year joint venture Big Ten Conference and Fox
    Cable Networks (Big Ten 51 ownership)
  • Launch Date August 30, 2007
  • First network to reach 30 million subscribers
    within first 30 days on air
  • Programming 24 hr/day, 365 days/year
  • Created to provide the conference with more
    national exposure

3
Why Start the Network?
  • Economic Business Model
  • Advertisers and Cable Subscription Fees
  • ESPN
  • 4 per month per subscriber
  • Outreach 98 million homes
  • Approximate subscriber revenue 4.7 billion

4
Why Start the Network?
  • Brand Exposure/Outreach
  • Public Relations
  • Nature of the Sports Fan

5
Criteria for Success
  • Brand Exposure/Outreach Agreements with cable
    companies
  • Viewership Ratings
  • Public Relations/Brand Building

6
The Sports Brand
  • Sports teams/leagues thought of as brands
  • Brand Quality/Image
  • Brand Awareness
  • Brand Equity

7
The Sports Audience
  • Loyal
  • Satisfaction of emotional needs
  • Fan Identification
  • Consistent in Behavior
  • Interest in favorites teams games
  • Interest in games when rival teams are playing

8
Public Relations Literature
  • Advocates for the organization
  • Most Positive Light
  • Control Image
  • Eliminate Media Gatekeeper

9
Big Ten Network Outreach
  • Distribution agreements with more than 250 cable
    operators (Comcast .70/month)
  • Inside the 8 Big Ten states expanded basic level
    (Philadelphia digital service level)
  • Outside the Big Ten states cable operators can
    make it available on any level
  • Video-on-Demand
  • Online Streaming

10
Big Ten Exposure Programming
  • Approximately 400 live events annually
  • Football 35-40 games (each team guaranteed 2
    appearances per year)
  • Mens Basketball 60-65 in-conference games (each
    team approximately 15-20 appearances per year)
  • Womens Basketball 50-60 games, plus as many as
    9 Big Ten Tournament games (each team
    approximately 8-10 appearances per year)

11
Programming
  • NCAA Sponsored Olympic Sports
  • 17 Big Ten Championships/Tournaments
  • Original Programming
  • Big Ten Tonight
  • Friday Night Tailgate
  • The Journey (Illinois Football Minnesota
    basketball)
  • Big Ten Football Saturday
  • Big Tens Greatest Games
  • Big Ten Legends

12
Big Ten Brand Exposure Football 2008
  • total games televised national TV
  • Big Ten 88 87 86
  • Big 12 96 76 67
  • ACC 96 80 64
  • Big East 69 66 44
  • Pac-10 76 66 47
  • SEC 97 62 46

13
Big Ten Brand Exposure Basketball 2008-2009
  • total games televised national TV
  • Big Ten 262 214 208
  • Big 12 263 214 104
  • ACC 259 185 105
  • Big East 343 243 120
  • Pac-10 226 138 67
  • SEC 287 173 76

14
Big 10 Network Ratings
  • Increase for football 113 from 0.8 in 2007 to
    1.7 in 2008
  • Doubled household impressions in some markets
  • Columbus, Ohio avg. 10.3 HH in 2007 to 24.4 HH
    in 2008
  • Detroit, Michigan avg. 2.4 HH in 2007 to 6.2 HH
    in 2008

15
The Sports Fan Would it work for other
Conferences
  • Big 10 v. SEC

16
Big 10 v. SEC
  • Enrollment
  • Big 10 Universities (11) 444,000
  • 8 of top 15 university enrollments
  • Ohio State University 1
  • University of Minnesota - 4
  • Michigan State University 8
  • Penn State University 10
  • University of Wisconsin 12
  • University of Illinois 13
  • University of Michigan 14
  • Purdue University - 15

17
Big 10 v. SEC
  • Enrollment
  • SEC Universities (12) 320,000
  • 1 university in the top 15
  • University of Florida - 3

18
Big 10 v. SEC
  • Television Market Size
  • Big 10 7 of top 25 TV Markets
  • Chicago - 3
  • Philadelphia - 4
  • Detroit - 11
  • Minneapolis/St. Paul - 15
  • Cleveland/Akron - 17
  • Pittsburgh - 23
  • Indianapolis - 25

19
Big 10 v. SEC
  • Television Market Size
  • SEC 2 of top 25 TV markets
  • Atlanta 8
  • Orlando/Daytona Beach - 19
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