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This presentation was created on a blank, basic PowerPoint template to allow you the ability to add graphics and branding (logos) for your station(s). You will also note that throughout, we indicate (insert advertiser here) or identify an advertiser as Advertiser X – please replace those with the name of the advertiser you are pitching. Please delete this slide prior to your presentation. Need assistance? Click below and send your questions.
Leveraging Radio and (insert station name) for (insert advertiser that is relevant for association with the Super Bowl) (Insert date of meeting) Presented by: Insert your name and title INSERT RADIO STATION LOGO(S)
Agenda Radio –Reach –Relevance –Results Insight based ideas for insert advertiser
Radio reaches 93% of all U.S. consumers every week… Listeners continue to turn to Radio for news, information and entertainment, despite an ever-increasing selection of media options. 242,000,000 Weekly Reach Source: September RADAR® 114 National Radio Listening Report (Persons 12+ Monday-Sunday 24-Hour Weekly Cume)
Radio Dominates the Day Source: GfK MediaDay 2012 (Fieldwork 11-12/Doublebase Respondents) weighted to population (000) Base All Next Day … leading listeners in to the Big Game
Source: GfK MRI Doublebase – 2012 – Weighted to Population. 85 % 86 % Adults 18+ who watch the Super Bowl on TV Adults 18+ who attend the NFL Playoffs/Super Bowl Radio is Relevant 45 % MORE people 18+ than those that watch the Super Bowl on TV
Radio is Relevant Adults 18+ who watch the NFL Playoffs/Super Bowl on TV: –Over 53% listen to radio M-F 6a-10a, 40% between 10a-3p and 47% M-F 3p-7p. –Are big FM listeners (80%) and strong AM listeners (23%). –Over 64% listen to the radio in their car. –43% more likely to be listening to the radio on weekends from 10a-3p, 41% between 3-7pm leading into the big game and 40% more likely to be listening to the radio between 7p-Midnight (during the game). Source: Gfk MRI, - Mediamark Research, Inc. 2012 Doublebase.
Radio is Relevant Adults 18+ who watch the NFL Playoffs/Super Bowl on TV: –22% more likely to listen to Country and 19% more likely to listen to CHR/Top 40 formats. –19% listened to radio online in the last 30 days. –Over 58% more likely to listen to Traffic reports. –30% listen to any sports play-by-play on the radio. Source: Gfk MRI, - Mediamark Research, Inc. 2012 Doublebase.
Radio is Relevant Adults 18+ who listen to NFL Playoffs/Super Bowl on the Radio: –100% listen to any sports play-by-play on the Radio and 20% prefer All Sports format. –22% more likely to listen to Country, 21% CHR/Top 40, 15% Classic Rock and 15% Rock formats. –Over 59% listen to morning drive during the week. –Over 50% listen to evening drive. –More than 40% listen during the day M-F and weekends. Source: Gfk MRI, - Mediamark Research, Inc. 2012 Doublebase.
Radio is Relevant Adults 18+ who listen to NFL Playoffs/Super Bowl on the Radio: –Are big FM listeners (84%) and strong AM listeners (33%). –25% listened to radio online in the last 30 days. –11% visited a radio station, radio program or radio personalitys website in the past 30 days. –65% listen to radio in their car during the week and 62% on weekends. –70% more likely to listen to Traffic Reports. Source: Gfk MRI, - Mediamark Research, Inc. 2012 Doublebase.
Radio is Relevant Adults 18+ who listen to NFL Playoffs/Super Bowl on the Radio: –46% agree that advertising on the Radio provides them with meaningful information about the advertised products. –38% agree that advertising on radio is amusing. –46% agree that Radio provides them with useful information about bargains. Source: Gfk MRI, - Mediamark Research, Inc. 2012 Doublebase.
Leveraging Radio for (insert advertiser that would find relevance with a Super Bowl association) Insight Based Ideas
Insight #1 The Ultimate Reason to Party The Super Bowl has become one of the largest events of all time. It boasts the largest crowds, largest parties, and most antacid sales the day after. It doesnt even matter if you like football, if you think football is really soccer, know who is playing or care who wins; if you are an American you are probably going to attend a Super Bowl party or get together with friends to watch the game. Super Bowl Sunday is an unofficial national holiday made for events, celebration and the green light for a party! After all, the Super Bowl represents the No. 1 at-home party event of the year. Source: FactFix NFL.com
Idea: Bowl Ball Station hosts and produces the (insert markets) first annual, must attend, Bowl Ball! A game time viewing party and tailgate, presented by Advertiser X.
Bowl Ball How it works: Station plans, hosts and produces the first ever Bowl Ball event –Secures large venue (local football stadium, outdoor park/stadium parking lots if warm climate markets; indoor coliseums, theaters, ballrooms for colder markets). –Retains production company to stage the big screens for the game viewing and halftime show. –Coordinates either taste of the town restaurant vendors to run tailgate booths or invite listeners to set up their own tailgates in the parking lot.
Bowl Ball How it works: Station plans, hosts and produces the first ever Bowl Ball event –Secures music talent to perform at halftime. –Station talent to emcee the event. –All signage at venue includes Presented by Advertiser X. –Advertiser X goods to be sampled or sold at the event.
Bowl Ball How it works: Tickets to the event are free and can only be obtained by listening to the radio station and answering Advertiser X and listen to win questions correctly. Advertiser X will have access to VIP tickets to distribute to their best customers.
Bowl Ball How it works: Station begins promoting the Bowl Ball presented by Advertiser X during the time of the NFL Playoff games in December/January. –:10 and :15 promotional spots run on-air and in station streams, e.g.: Super Bowl Sunday – Stations biggest party of the year presented by Advertiser X – taste of the town tailgate, the big game on Xs screens, halftime concert and more – tune in on the #s and listen to win tickets to the Station Bowl Ball for you and 5 of your friends and family. –Digital display advertising will be prominently featured on the station website.
Bowl Ball How it works: Tickets for the viewing party will be given away on-air through a robust listen to win texting, online and call-in trivia campaign. –Every hour on the :47s (because its the 47th Super Bowl) – station talent will announce a question that relates to the content that just aired on the station, a trivia question about Advertiser X or a Super Bowl Trivia question and direct listeners to answer correctly via text, call-in or online at the station website before the next :47. –At the next 47 minutes past the hour the winner will be drawn and announced on-air.
Bowl Ball How it works: While contesting continues, Advertiser X tags their :30 or :60 spots to drive to the Bowl Ball contest. –Advertiser may present an alternate way to win tickets in their campaign. –For example: Purchase Advertiser X products (or spend X amount at Advertiser X) today and receive tickets.
Bowl Ball How it works: Ongoing on-air, online and loyal listener email promotion will create buzz and excitement for all elements of the Bowl Ball event presented by Advertiser X. –Taste of the Town tailgate featuring local restaurants. –Create your own tailgate and win prizes for the most creative tailgate displays and recipes. –Halftime show entertainment.
Bowl Ball How it works: Week prior to the event, the station will: –Heavily promote the event details and give away the final tickets each hour via the listen to win promotion. –Skin the home page of the website with Bowl Ball presented by Advertiser X graphics. –Announce on-air that the tailgate, party and halftime show will be streamed on the station site for all to attend as well.
Insight #2 Over the past 30+ years, music has become a very important element of the Super Bowl. In most years since the mid-1980s, the halftime show of the Super Bowl has featured popular recording artists and other well-known celebrities. It increased viewers during and after the halftime show, something never encountered before in the history of the Super Bowl. Music and the Super Bowl Source: Campbell (1995), Super Bowl Ratings Record – Huffington Post 02/06/2012
Insight #2 (cont.) These performances are regarded as some of the most watched events in American television history. Musical genres over the years have represented a broad range of music types, including pop, rock, classic rock, country, hip hop, rap, blues and soul. The 2012 halftime show headlined by Madonna was the most-watched Halftime Show ever, with 114MM viewers (about 3MM more viewers than the actual game). Music and the Super Bowl Source: Campbell (1995), Super Bowl Ratings Record – Huffington Post 02/06/2012
Idea: Rock the Super Bowl Radio and Advertiser X partner to host a Battle of the Bands competition where the winning local band gets their LIVE air play debut just before Kickoff on Super Bowl Sunday.
Rock the Super Bowl How it works: Station announces the Advertiser X Rock the Super Bowl battle of the bands. –:30 and :60 spots explain the program and provide details on how to register yourself or your band.
Rock the Super Bowl How it works: –Spots run in heavy rotation across all dayparts and include: The grand prize – Minimum of 3X LIVE air play on the station and streams on Super Bowl Sunday (before kickoff, during halftime and at the end of the game). Information on how to enter. Save the date for the Rock the Super Bowl, Battle of the Bands playoff.
Rock the Super Bowl How it works: All local music acts will be required to register on the stations website and upload an audio-only performance of their act in mp3 format. Advertiser X branded page on the stations website will be created to house all registrations, auditions and listener voting.
Rock the Super Bowl How it works: Station talent will drive listeners to station.com back slash Advertiser X Rock the Super Bowl to vote for their favorite band. The 5 acts with the most votes will be invited to compete live in a Rock the Super Bowl Battle of the Bands Playoff to be held the Friday night before the Super Bowl.
Rock the Super Bowl How it works: Station will create an audio montage from the 5 finalist acts auditions that will be used to promote the Rock the Super Bowl Playoff on-air and in station streams. The Rock the Super Bowl Battle of the Bands Playoff may be held at an Advertiser X location and will be streamed on the station website with call-ins to on-air programming.
Rock the Super Bowl How it works: The winning act will be selected via audience participation with the final award determined by station programming personnel. Act will be announced that evening and promoted Saturday/Sunday leading to their on-air debut on Super Bowl Sunday. –Promotion to include interviews with the act, their story, details about them - profile/bio/interests.
Rock the Super Bowl How it works: During the Super Bowl at Kickoff, Halftime and the end of the game, the Advertiser X winning act will officially Rock the Super Bowl live on-air and online.
Insight #3 From 2002 to 2011, the Super Bowl game generated $1.72B of network advertising sales from more than 125 marketers, with spending among the top five advertisers accounting for 37% of total ad revenue, or $636.6MM. Research shows that more than half of those tuning in want to see the commercials as much as or even more than the game itself. They're hooked by the quick and quirky ministories for a hurried world. Super Bowl is ALL about the commercials!! Sources: Kantar Media, 2012; Hanon McKendry, 2011
Insight #3 (cont.) During the game, people will compare the commercials and contrast the campaigns. They will score the music scores, high-five the hyped-up humor and play Super Bowl Ad Bingo. On this given Sunday, everybody is an ad critic. Super Bowl is ALL about the commercials!! Sources: Kantar Media, 2012; Hanon McKendry, 2011
Idea: Super Bowl Block Radio station presents the opportunity to multiple advertisers in the market to be a part of the biggest commercial event of the year. During the Super Bowl, listeners are invited to tune in, listen to all the commercials and vote for their favorite spot. The winning Advertiser (best spot on the radio), wins a free day of Advertising on the station.
Super Bowl Block How it works: Stations pitch (and challenge) advertisers from a variety of categories to be a part of this unique opportunity to strut their Radio creative stuff. All the advertiser needs to do is buy a schedule on the station and their spot(s) will be aired during the Super Bowl and online for listeners to hear and vote. If the Advertisers spot is chosen as the Best Radio Spot of the Super Bowl, the Advertiser will receive a free day of advertising on the Radio station.
Super Bowl Block How it works for listeners: 2 weeks prior to Super Bowl Sunday, station runs promo spots for the Super Bowl Block, for example: –The Super Bowl is ALL about the commercials, so were creating a Super Bowl Block – tune in on Super Bowl Sunday or log on to the station website, listen to all the great commercials well have on the air including (Advertiser list) and vote for your favorite. Every time you vote, youll be entered to win great station prizes.
Super Bowl Block How it works: All advertisers participating in the Super Bowl Block will run their best radio creative to support their brand. Station will include all spots in the online streams and will be included in an audio gallery on the station site at station.com/superbowlblock for listener voting.
Super Bowl Block How it works: At the top and bottom of each commercial pod, listeners will be reminded they are listening to the Super Bowl Block and directed to station.com/superbowlblock to vote for their favorite commercials and be automatically entered to receive great station prizes.
Super Bowl Block How it works: Voting will remain open throughout Sunday evening and Monday morning during the AM Drive daypart. The winning Advertiser (advertiser with the most votes) will be announced and their spot will run throughout the day as the best Super Bowl radio commercial on station at no charge. Station will issue a press release announcing the Best Super Bowl Radio commercials at the conclusion of the program.
Insight #4 The history of the Super Bowl starts with two things: the merging of the American Football League with the National Football League, and a bouncy rubber ball. In the 46 years that Super Bowl has existed, there is so much rich history, fun facts, evolution and backstory that all kinds of fans (football or other) are interested in hearing and sharing. 46 Years of Super Bowl Source: Super Bowl History.net;
Idea: Countdown to the Big Game For 13 days beginning the Monday morning following the NFL playoffs to Super Bowl Sunday, station and Advertiser X partner to get everyone ready for and engaged with the Big Game through a multi-faceted countdown program including elements for all fans – the sports fanatics to the commercial junkies!
Countdown to the Big Game How it works: Beginning Monday, January 21, following the determination of teams who will face off in the Super Bowl, station and Advertiser X will begin a 13 day countdown complete with content, tips and tools for all types of fans. Each day is dedicated to a different thematic aspect of the Super Bowl (see theme examples on following slide).
Countdown to the Big Game How it works (example themes and elements): Day 13: The Teams Day 12: The Super Bowl Day 11: The Host City: New Orleans Day 10: The Music Day 9: The Commercials Day 8: The Party Day 7: The Tailgate Day 6: The Business of the Super Bowl Day 5: The Wagers Day 4: The Spirit Day 3: The Cheerleaders (if one or both teams have them) Day 2: The Party Prep Day 1: The Game
Countdown to the Big Game How it works: For each day, original content, tips and tools will be created in sync with that days theme, for example: –On-air: :60 Countdown vignettes will be created for each theme, for example: On day 13,:60 spots will profile each team, their history of championships and losses, key players, the back story on players, coaches, owners, interesting trivia about their home city, etc. On day 7 :60 spots would feature some of the most crazy tailgate parties in the history of football. All spots will open with Advertiser X presents the Countdown to the Big Game – today is Day #X…..
Countdown to the Big Game How it works: Online: Station will create a webpage station.com/game countdown to house all 13 themes, podcasts of vignettes, tips, games and tools such as: –Trivia game related to the theme of the day –Listener tailgate photos and videos –Recipes
Countdown to the Big Game How it works: Online countdown site content, cont. –Super Bowl party pools and bingo game downloads –Shopping lists and coupons to prepare for the big game Food, Electronics, Party Supplies, etc. –Links to other sites to dig into themes more deeply (e.g. New Orleans tourism, NFL.com, team pages, etc.) –Links to Advertiser X website
Next Steps Gain feedback on ideas Station to revise based on feedback and propose schedules and costs Plan activation timeline including commercial creative and station produced spots (if required) Discuss how campaign success will be measured Launch campaign
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