Presentation on theme: "“In The Game” Advertising Strategy"— Presentation transcript:
1 “In The Game” Advertising Strategy Enhancing the Brand’s Visibility and PerceptionChris SorgieCVP, Corporate Communications
2 The average American is exposed to more than 600 advertising messages per day.* *Source: The Nielsen Co.
3 America loves watching sports +16%2010vs.2009Sports TV viewing increases.Broadcast primetime viewership declines.-8%2010vs.2009Source: TargetCast tcm analysis of data from The Nielsen Co.A25-54 Program Live Ratings Date Range: 1/1/ /31/2009 for CY'09 1/1/ /31/2010 for CY'10
4 Sports Advertising Spend Soars Top 50 advertisers spent $6.6 billion on sports advertising in 2010.+27%2010vs.2009Insurance category was the fifth-biggest with $528 million in 2010.+30%2010vs.2009Source: SportsBusiness Journal analysis of data from The Nielsen Co.
5 New York Life Advertising Challenges Break through the clutterCompetitive environmentLimited budget
7 Brand Integrations During Live Sports Sports programming is watched live by 97% of the viewing audience.NYL branded features and signage appears within live game action.Added benefit of bonus exposure on sports highlight shows.Primetime shows rank amongst the ‘most DVR’d’ content.*Source: Nielsent TV ratings**Source: COMCAST TV Pulse Survey 2010
8 “In the Game” Strategy Innovative Action Game Live Relevant Message BrandTeamsWinningAudienceEngaged
9 “In the Game” Strategy Innovative Action Game Live Relevant Message BrandTeamsWinningAudienceEngaged
10 “In the Game” Strategy includes: Big East TournamentSEC Football on CBSBYU and Utah Double Coverage featureHockey overtimeSafe and Secure baseball featuresUConn Men’s and Women’s BasketballLittle LeagueNew York Life Protection Index
13 NYL SEC Football First Down Marker SEC Football on CBS – The #1 NCAA Football conference.New York Life logo is superimposed on the field along side the 1st down marker 4 times each game including the SEC Championship game.This is the first time CBS allowed an advertiser to digitally insert their logo inside live game coverage.13
14 Utah and BYU Double Coverage Sponsorship Entitlement of Double Coverage in-game feature during all Utah & BYU Foot Ball games on Mountain West NetworkIn-game billboard and sponsor messageUtah Challenge college scholarshipPlay Video Clip
15 NHL OT Sponsorship: 7 teams & NHL Network NY IslandersNY RangersPlay Video ClipNJ Devils
16 Safe & Secure MLB Features He’s Safe at 2nd, Safe and Secure, New York Life
17 Expanding Safe and Secure Lexicon ESPN.com used the Safe and Secure language as a photo caption after Shane Victorino slid safely at homeThe San Francisco Chronicle used the Safe and Secure language in a headline when Buster Posey scored winning run.
18 New York Life Sponsorship of UConn Basketball Center Court LogosTV Visible Signage
19 New York Life Sponsorship of UConn Basketball Presenting Sponsor of Record Breaking GameUConn Women sets NCAA Record with 89 Consecutive Wins
24 What is the New York Life Protection Index? The authoritative measure of a team’s aptitude in pass protection.Created by sports information leader STATS.Statistic is comprised of passing yards, sacks, hurries, knockdowns and penalties by the offensive linemen.Team rankings are updated weekly throughout the regular season.
25 New York Life Protection Index Goals To increase brand awareness among NFL fans.Deliver NYL “protection” message.Generate earned media.Provide engaging platform for social media.Generate leads
27 Next Steps: Personal Protection Index Create consumer facing interactive tool that correlates to the NYLPI – generate qualified sales leads for agents
28 Brand Integrations: Radio City Christmas Spectacular Gift Box logo is integrated into the Time Square Scene of the Radio City Christmas Spectacular.
29 Summary High impact and innovative Delivered relevant messages Reached an engaged audienceBonus impressionsPositive feedback from agents and managersOpportunities for activation and lead generationHelped lift unaided brand awareness, improved brand perception and increased purchase consideration