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“In The Game” Advertising Strategy. Enhancing the Brand’s Visibility and Perception Chris Sorgie CVP, Corporate Communications. The average American is exposed to more than 600 advertising messages per day.*. *Source: The Nielsen Co. America loves watching sports.
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“In The Game” Advertising Strategy Enhancing the Brand’s Visibility and Perception Chris Sorgie CVP, Corporate Communications
The average American is exposed to more than 600 advertising messages per day.* *Source: The Nielsen Co.
America loves watching sports • Broadcast primetime viewership declines. +16% 2010 vs. 2009 • Sports TV viewing increases. -8% 2010 vs. 2009 Source: TargetCast tcm analysis of data from The Nielsen Co. A25-54 Program Live RatingsDate Range:1/1/2009 - 12/31/2009 for CY'091/1/2010 - 12/31/2010 for CY'10
Sports Advertising Spend Soars • Insurance category was the fifth-biggest with $528 million in 2010. • Top 50 advertisers spent $6.6 billion on sports advertising in 2010. +27% 2010 vs. 2009 +30% 2010 vs. 2009 Source: SportsBusiness Journal analysis of data from The Nielsen Co.
New York Life Advertising Challenges • Break through the clutter • Competitive environment • Limited budget
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
“In the Game” Strategy includes: • Big East Tournament • SEC Football on CBS • BYU and Utah Double Coverage feature • Hockey overtime • Safe and Secure baseball features • UConn Men’s and Women’s Basketball • Little League • New York Life Protection Index
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
Utah and BYU Double Coverage Sponsorship • Entitlement of Double Coverage in-game feature during all Utah & BYU Foot Ball games on Mountain West Network • In-game billboard and sponsor message • Utah Challenge college scholarship Play Video Clip
NHL OT Sponsorship: 7 teams & NHL Network NY Islanders NY Rangers Play VideoClip NJ Devils
Safe & Secure MLB Features He’s Safe at 2nd, Safe and Secure, New York Life
Expanding Safe and Secure Lexicon • ESPN.com used the Safe and Secure language as a photo caption after Shane Victorino slid safely at home • The San Francisco Chronicle used the Safe and Secure language in a headline when Buster Posey scored winning run.
New York Life Sponsorship of UConn Basketball • Center Court Logos • TV Visible Signage
New York Life Sponsorship of UConn Basketball • Presenting Sponsor of Record Breaking Game • UConn Women sets NCAA Record with 89 Consecutive Wins
New York Life Sponsorship of UConn Basketball • UConn Men win NCAA Tournament
Little League Sponsorship • National Coverage • World Series on TV • Ad in Magazine • Signage • On-line • Local Sponsorship • Over 125 leagues: • Child ID program • Field Signs • Logo on Uniforms • Social Media • E-mail & Newsletters
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.
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
Next Steps: Personal Protection Index • Create consumer facing interactive tool that correlates to the NYLPI – generate qualified sales leads for agents
Brand Integrations: Radio City Christmas Spectacular • Gift Box logo is integrated into the Time Square Scene of the Radio City Christmas Spectacular.
Summary • High impact and innovative • Delivered relevant messages • Reached an engaged audience • Bonus impressions • Positive feedback from agents and managers • Opportunities for activation and lead generation • Helped lift unaided brand awareness, improved brand perception and increased purchase consideration