From Bloomberg, PBS, and SportsBusiness Daily
Review by Ryan Biever in SRM 334
Olympic season after Olympic season, the Paralympics keep gaining air time in the United States and around the world. Even though the London Paralympics in 2012 was considered "The Best Paralympics Ever", the United States only aired five hours of coverage which consisted of highlights and a wrap up a week after the events ended. Other countries such as Britain and Australia had full coverage of the events and even shows showing the different stages of some disabilities. (Sherman, 2012) Britain has also gone to lengths of showing the opening ceremony of the Paralympics in London to show a split between the Olympics and Paralympics for the first time in history. (Stewart-Robertson, 2012) People need to be more aware and help spread the word, so the hard working athletes get the credit that they deserve and become known as a top athlete like they already are.
All three articles that were used in writing this paper relayed the same information but from different perspectives. The article from Sports Business Journal simply states that each upcoming Paralympics is set to break the previous viewing record and in order to continue to do so, networks such as NBC needs to recognize the true potential and power of the Paralympics. The Telegraph, which is a UK newspaper wrote about how they fully covered the Paralympics to their best ability while the U.S. only aired five hours, and out of those five hours, zero were live events. Some disability groups even condemned NBC due to the poor coverage. Chief executive of the disabilities council in UK was disgusted by NBC's decision saying, “For NBC to take such a decision is really, really appalling. It’s a very disappointing decision because as one of the foremost American networks they should want to celebrate these true examples of amazing sportsmanship.” (Sherman, 2012) Finally, the article from PBS just reiterated what both of the previous articles stated but also showed the comparison of the two networks approach to the event. Channel 4 of Britain showed commercials, advertisements and etc., while the U.S. exerted little to no effort to give the Paralympics any hype which is appalling.
Each Paralympics following the previous come bearing with record breaking numbers for viewers and publicity, so why won't NBC take on more than six hours of air time? There are some athletes with disabilities that are far superior in their fields than Olympic athletes, but none of their names leave anyone's lips nor does anyone acknowledge who they are. This is a big problem speaking from a media standpoint due to the issue that news and information is rarely spread and if so, it is scarce and minimally covered. If more networks were to pick up broadcasting rights for the Paralympics, it'll broaden their spectators horizon, increase revenue. attract new audience members, and offer another outlet for sports which in turn could introduce a whole new world of sport that people might find intriguing. The Broadcasting stations are failing to communicate to the audience which in correlation, the Paralympics aren't receiving the full number of fans that they actually have. Being that the Paralympics are rapidly growing, more air time is required which NBC has just now realized according to Sports Business Journal (SBC). SBC stated, "The 2012 London Summer Paralympics attracted a cumulative TV audience of 3.8 billion in more than 115 countries. The IPC now expects to beat the record viewing figures for the Winter Games..." (journal, 2013) Even though the issue has been recognized, they still only booked fifty hours of coverage which is an improvement, but not as much as what was anticipated.
The sports world continues to widen as more and more sports are introduced, it's our job and the medias job to help communicate to others to broaden their spectrum of sports and so the Paralympics can meet their full potential publicity wise.
From Adweek
Review by Alyssa Hough in SRM 435 (section 2)
There is a commercial that BBC came out with for the upcoming Winter Olympics in Sochi, Russia. The commercial is getting a lot of attention because it is unlike any other Olympic commercial made. It does not have the exciting music playing in the background with pictures of past Olympians celebrating their victory. Instead, it is seen as a much darker, epic commercial with a more intense demeanor to it. The commercial is causing a controversy over whether or not the new approach taken by BBC in producing this commercial was a good decision. Even though the commercial is getting mixed reviews the author of the article praises BBC for trying something new and branching out. The article talks about how you could not go wrong incorporating more about the athletes and events, but the challenges illustrated in the commercial that come with the Winter Olympics evokes interest.
I think from a sport marketing aspect it was a good risk to take because it catches the average viewer off guard, and draws in their interest to something new. It also emphasized how intense the Winter Olympics can be, and all the elements the athletes must face to achieve their dreams. I like how a different approach was taken, and the fact that the commercial is from natures point of view was very cleaver. Most Olympic commercials are inspiring in a different way because they have victorious music playing, and images of the Olympians winning their sport. Although, I still think this commercial by BBC is inspiring because it makes you look at what the athletes have to face to become triumphant, and the new approach was refreshing.
This article relates to our class because its focus is on a marketing commercial for the upcoming Winter Olympics. It shows that in marketing you are constantly wanting to find new ways to present something to the public in a way that will grasp their interest. I think BBC Sports did a great job in doing so because the commercial grabs your attention and gets you thinking. The commercial personally made me even more excited for the Winter Olympics to start. To me it felt like a movie trailer was playing for a movie that I could not wait to come to theaters. Now I am excited to see how the Winter Olympics will play out.
Overall, I think it was well done and a refreshing new way to market the Winter Olympics. It shows that in marketing you cannot be afraid to branch out and try something new. You want to make sure you are not confined to a box of ideas. I think the commercial is very inspiring, and will get the public pumped up for the Winter Olympics in Sochi, Russia this year. There is a lot of anticipation brought by the commercial that makes you want to know how the Olympics are going to go and what the results will be. I think it was a well done invigorating marketing commercial for the Winter Olympics.
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Review by Megan Verpent in SRM 435 (section 2)
In the United States, broadcasting companies and sponsors such as NBC, market the Olympics as must-see, gripping television. Other times, NBC will market the games as feel-good stories, by giving fans an incite to the lives of athletes. Either way, commercials generally have an upbeat tone and feature video clips of athletes in competition. However, around the world, not all broadcasting companies portray the Olympics Games in the same manner. In his article, David Gianatasio discusses the way, which BBC (British Broadcasting Corporation) is marketing the Olympic Games based on their newest television commercial. He writes about how BBC is promoting the upcoming games in Sochi, Russia as a suspenseful, movie-like scenario rather than a competitive sporting event. Overall, he applauded the controversial commercial, although he mentioned that some critics did not.
BBC decided to market the 2014 Sochi winter Olympics in a different fashion than many fans are familiar with. Through the article, “BBC's Sochi Ad Will Make You Never Want to Leave the House, Much Less Compete in the Olympics Hell freezes over,” David Gianatasio does a good job in discussing how BBC is promoting the games. Rather than marketing the Olympics as just another sporting event, BBC has decided to market the games as an exciting, suspenseful full feature movie, as the commercial acts as the promotional trailer meant to peak fans’ interest. The advertisement contains narration by Charles Dance, who stars in the popular television series, Game of Thrones. By doing this, BBC is able to market the Olympics as a pop-culture like event. BBC also promotes the Olympics through the harsh nature that athletes have to endure. Suspense and nature are the focal points of the Olympics that BBC has promoted through this commercial; the athletes are the supporting cast members.
Marketing is a strategy to promote a product and attract more fans; in the this article and featured commercial, in this article, the Olympic Games are the product being marketed to fans. With the Sochi games only weeks away, we in America are usually only exposed to the Olympics through the way which NBC markets them to us. This article is relevant because it examines how the Olympics can be marketed and promoted in other ways. It is beneficial to be exposed to more than one way of marketing because they can be more effective to certain audiences.
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Review by Alexandra Sullivan in SRM 435 (section 2)
On Wednesday January 15th Adweek posted an article written by David Gianatasio on the controversial ad BBC released for its coverage on the upcoming Winter Olympics in Sochi, Russia. This ad is not traditional, meaning people usually expect commercials for the Olympics to be feel good and inspirational. This ad takes a different approach on the winter games and focuses more on the athletes conquering nature rather than the competition between one another. It over exaggerates the cold, snowy weather portraying the type of environment the athletes have to overcome to be successful in such dangerous conditions. The voiceover in the trailer is dark and powerful, which sets the dramatic tone of the commercial. The ad resembles a movie trailer creating suspense and leaving you wondering what will happen next. Some people did not like this ad because it made them feel numb and they wanted to see something more traditional that is motivational and positive. Other people like the mystery created in the ad and thought it conveyed the unique atmosphere of the Winter Olympics.
I believe this article shows that BBC was willing to take chances and try something new in promoting their coverage for the Winter Olympics. When promoting such a big sporting event such as the Olympics I believe that the ads should go hand in hand with the nature of the event. The Olympics is one of the biggest stages for athletes to compete in, therefore the advertising for the Olympics should also be memorable. BBC sparked conversation and controversy with this ad. They got people’s attention and are getting more publicity because of it. This ad is eccentric, which can be a good thing in sports marketing because it gets people talking and stayed tuned for more. The graphics and the layout of the commercial are intriguing leaving people wanting more and getting them excited for the games.
This article is relevant to Sport Marketing and Sales because it is about promoting, advertising, and gaining publicity, which are three aspects of sport promotion and sales. BBC spent a lot of money creating this ad to gain awareness and to start getting people talking about the upcoming games. The ad is informing people that the Winter Olympics are back and when the games start. I believe this was a successful marketing strategy for BBC to create this type of ad because it does an exceptional job building up the story line for the winter games. After watching this ad I was excited for the Olympics to be back and I cannot wait to see top ranked athletes compete against one another in such dangerous weather circumstances.
From Advertising Age
Review by Courtney Wright in SRM 435 (section 1)
In this article, the author reveals NBC’s plans on airing new 2014 Olympic ads with the recent news of Lindsey Vonn stepping out of the Olympic games due to her recent knee injury. While Vonn was originally going to be showcased in NBC’s major ads, they now have to look at other star US athletes such as Shaun White and Julia Mancuso. Although she will not be competing in the games, Lindsey’s sponsors, such as Under Armour and Oakley, are still very interested in keeping her in their ad campaigns. They are aware that she is one of the most notable female athletes and are confident that she will overcome this injury and continue to compete in highly competitive competitions.
I think it is the right move for NBC to take Vonn out of their Olympic advertisements simply because she will not be competing in the games and there is no sense in promoting her in that light. With that being said, she will most likely still be present at the games to cheer on her teammates and competitors, and will still be able to market herself and her sponsors. From a sport marketing standpoint, it is a smart move by her sponsors to be supportive and continue the relationship they have with Vonn. Her injury is only temporary and she will hopefully be back competing very soon. Even with her injury, Vonn is still an iconic figure in the sporting industry and the spotlight will continue to be on her despite her absence in the games.
This article is relevant to this course because marketers constantly have to change the way to portray and advertise people and events based on current situations. Lindsey Vonn would have been one of the US highlights in the 2014 Olympic games, but now NBC and her sponsors have to rethink who/what to show. The games are just a few weeks away and advertisers still have to edit their commercials that are being shown nationwide.
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Review by Monica Paolicelli in SRM 435 (section 1)
As the 2014 Sochi Winter Olympics are fast approaching, one familiar face will be missing from the USA downhill skiing team. Lindsey Vonn, the most successful and well-known American skier in history, has withdrawn from the games to have her anterior cruciate ligament (ACL) repaired after her horrific crash last February. NBC producers have had to revise all of the Sochi commercials in order to showcase the USA athletes that will be competing in the games. The network plans to focus their attention on other U.S. Olympic stars, such as Shaun White, Julia Mancuso, Bode Miller, and Ashley Wagner to gain viewer attention. Lindsey Vonn’s “athletic genes, telegenic good-looks, and high-profile romance with Tiger Woods” guarantees good television ratings and great promotion abilities for her sponsors. Proctor & Gamble, Under Armour, Oakley, Red Bull, Rolex, and Head are a few of Lindsey’s sponsors who will have to change their marketing campaign for the upcoming Olympics. All of Lindsey’s sponsors are planning on renewing their contracts with her, preparing to feature her in future campaigns, and wishing her a speedy recovery. Lindsey will still be present in Sochi to cheer on her fellow U.S. athletes as well as host events. This way she will still be guaranteed visibility even when she is not competing.
Lindsey Vonn’s reputation as a great competitor, recognized spokesperson, and overall role model for young girls, allows her sponsors to trust her actions and behavior as someone who is representing their brand in a positive manner. A critical analysis from the marketing standpoint includes this idea that a well-rounded, talented, good-looking, and principled athlete will almost never be dropped from her sponsors because of an injury. Lindsey’s sponsors respect her and understand that injuries are part of the process. Proctor & Gamble states how honored they are to have Lindsey as part of their team. Marketers need to always make sure their company goals align with their athletes’ goals. Even though Lindsey is not competing, she is still driving the brands of her sponsors by being one of the most famous U.S Olympic athletes. This article review proves very relevant to this course because the average U.S. viewer does not usually follow the World Cup skiing for example, so name recognition is the key to drawing viewers. Also, if a star athlete has a comeback-story it draws even more attention and ratings. Lindsey’s current story of withdrawing is earning her media and marketing attention that she would have received during the games. NBC will have to build their next star and create a new fan favorite for the 2014 Sochi Olympic games starting in February.
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Review by Samantha Mitchell in SRM 435 (section 1)
Down hill skier Lindsey Vonn recently announced that she would be missing the Sochi 2014 Winter Olympics due to a knee injury she obtained in the 2013 World Championships. NBC had planned to make her the face of their marketing campaign beside Shaun White because of her looks, her athletic ability, and her high profile relationship with Tiger Woods. However, now that she is no longer competing in the Sochi Olympics, NBC is focusing more on other athletes such as Julia Mancuso and Shaun White.
Not only has NBC lost their face of the winter Olympics, so have Lindsey’s sponsors. Her sponsors include: Procter & Gamble, Under Armour, Oakley, Red Bull, Rolex, and Head. Even though her sponsors have lost their star athlete, they have all been very understanding and supportive of her. Under Armour does not plan to change anything on the advertisement side. In fact they have made Lindsey Vonn the face of their cold weather gear, “Infared”. P&G are also continuing their support of her and are keeping her as the face of their campaign, “Thank you, Mom”. Her deal with Oakley expires at the end of the season but Oakley is looking to renew her contract with them. All of her sponsors are wishing her the best of luck in her recovery and are looking forward to her return.
I think NBC was right to no longer focus on her and to focus on other athletes because she is not competing and it would be false advertisement to put her at the center of their focus. NBC understands that injuries occur and that is the nature of sports. They have to be flexible and that is exactly what NBC is doing. I think it is great that Lindsey Vonn’s sponsors are all supporting her and continuing their contracts with her even though she is not competing. Especially, those that are still using her as the face to their marketing and advertising campaigns. It is good to see that sponsors can be very understanding and supportive.
This is relevant to the coarse because this class is all about sports marketing and sales. We are going to be learning about sponsorships, advertising, how to market people in the sports industry, and so much more. This situation is very likely in sports and it just goes to show us how versatile and prepared we have to be in any situation.
