{"id":7368,"date":"2022-02-17T13:45:00","date_gmt":"2022-02-17T13:45:00","guid":{"rendered":"https:\/\/leadersinsport.com\/sport-business\/?post_type=article&p=7368"},"modified":"2022-05-03T13:49:28","modified_gmt":"2022-05-03T13:49:28","slug":"broadcast-disruptors-bulletin-timo-lummes-olympic-broadcast-rights-analysis-dave-gibbs-on-the-streaming-wars-and-the-qr-code-that-won-the-super-bowl","status":"publish","type":"article","link":"https:\/\/leadersinsport.com\/sport-business\/articles\/broadcast-disruptors-bulletin-timo-lummes-olympic-broadcast-rights-analysis-dave-gibbs-on-the-streaming-wars-and-the-qr-code-that-won-the-super-bowl\/","title":{"rendered":"Broadcast Disruptors Bulletin: Timo Lumme\u2019s Olympic broadcast rights analysis; Dave Gibbs on the streaming \u2018wars\u2019; and the QR code that won the Super Bowl"},"content":{"rendered":"\n\n
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\n 17 Feb 2022 <\/p>\n \t\t\t\t\t\t\n\t\t\t\t\t\t\t<\/span>Articles<\/a>\n\n\t\t\t\t\t\t

Broadcast Disruptors Bulletin: Timo Lumme\u2019s Olympic broadcast rights analysis; Dave Gibbs on the streaming \u2018wars\u2019; and the QR code that won the Super Bowl<\/h1>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\n \n\t\t\t<\/div>\n\t\t<\/div>\n\n\t<\/div>\n<\/div>\n
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Category <\/div>\n Digital & Media<\/a>, Technology & Innovation<\/a> <\/div>\n
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Share<\/div>\n Facebook<\/a>\n Twitter<\/a>\n Email<\/a>\n Copy Link<\/a>\n
https:\/\/leadersinsport.com\/sport-business\/articles\/broadcast-disruptors-bulletin-timo-lummes-olympic-broadcast-rights-analysis-dave-gibbs-on-the-streaming-wars-and-the-qr-code-that-won-the-super-bowl\/<\/div>\n <\/div>\n <\/div>\n <\/section>\n\n\n\n\n
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17 February 2022<\/strong><\/p>\n

Broadcast Disruptors Bulletin: what you need to know today about the shifting sports media landscape<\/p>\n

By James Emmett<\/a> and David Cushnan<\/a><\/h6>\n
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If you haven’t already, sign up for free<\/a> to receive the bulletin straight to your inbox every second Thursday.<\/p>\n

Bulletin length: 3,174 words \u2013 it\u2019s a 10-minute read\u00a0<\/span><\/p>\n

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Short form<\/strong><\/p>\n

Broadcast Disruptor of the week: Coinbase CMO Kate Rouch
\nThe next cycle of European Olympic rights
\nThe spate of children-focused sports broadcasts
\nMaking women\u2019s sport a habit
\nThe IOC\u2019s main media man Timo Lumme on streaming
\nIn-content Super Bowl branding delivers for brands
\nSky\u2019s Dave Gibbs on streaming \u2018wars\u2019, the metaverse and Sky Glass<\/p>\n

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Long form<\/strong><\/p>\n

LEADERS BROADCAST DISRUPTOR OF THE WEEK<\/strong><\/p>\n

Who?<\/strong> Kate Rouch
\nWhat?<\/strong> Chief Marketing Officer, Coinbase
\nWhy?<\/strong> Rouch and her team, plus the Accenture Interactive agency, were the brains behind Coinbase\u2019s bold and unusual 59-second spot during NBC\u2019s Super Bowl broadcast. The advert featured a QR code bouncing slowly around the black screen. Viewers who scanned the code accessed the Coinbase website where they could sign up for $15 in bitcoin. Despite a brief website snafu, the metrics were all positive for the company: over 20 million hits on its landing page in one minute, with engagement six times higher than its previous benchmarks. \u201cWe heard a lot of messages from advertisers during the Super Bowl, and we wanted to try something different,\u201d Rouch said. \u201cWe wanted to do something different, something that\u2019s never been done in the history of Super Bowl advertising \u2013 a playful, low production nod to a popular internet meme that invites action and discussion both in the living room, and on social media.\u201d Such a high-profile appearance on the biggest advertising stage of all also rubberstamps the re-emergence of the QR code, which although used widely in China and Japan for many years, has re-emerged during the pandemic around the world as a handy and contactless way to access information.<\/p>\n

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THE BIG PICTURE<\/strong><\/p>\n

This is the Broadcast Disruptors Bulletin, your all-you-need briefing on everything important and interesting in sports broadcasting, content creation, distribution and monetisation. Good to have you along, and here\u2019s the usual nudge to encourage industry pals and key colleagues to sign up.<\/p>\n

We\u2019re available for your news and views \u2013 hit send to james.emmett@leadersinsport.com<\/a> and david.cushnan@leadersinsport.com<\/a> and we\u2019ll pick it up. And if you\u2019re in the UK and free next Thursday afternoon, let us know if you\u2019d like to be considered for selection for our latest private Broadcast Disruptors Think-Tank in London \u2013 topic (and it\u2019s a fun one): \u2018Creators, amplifiers and audience-builders: working with the talent\u2019. There\u2019s a couple of places left for what\u2019s always a really valuable format and useful session.<\/p>\n

The dust is settling on BT and Discovery\u2019s announcement about a new joint venture in the UK. The deal is expected to close later in Q1, with a full launch planned for some time later in the year \u2013 and, presumably, that means a big broadcast job is available for someone to run whatever the new entity ends up being called.<\/p>\n

Much has been written and said about what it all might mean\u00a0for the UK sports rights market. As it stands, BT Sport has a package of Premier League rights, and the Uefa Champions League and Europa League, plus a swathe of other assets including Premiership Rugby and MotoGP. Eurosport brings the Australian Open tennis, cycling\u2019s Grand Tours and more winter sport than you can shake a ski at, plus the rights to the Olympic Games.<\/p>\n

The latter deal, part of Discovery\u2019s enormous pan-European agreement with the IOC, runs until after the Paris summer Games of 2024, meaning that the IOC is likely to be back in the marketplace in the not-too-distant future trying to tie-up its next European deal, likely covering Milan-Cortina 2026, Los Angeles 2028 and potentially the 2030 winter and Brisbane 2032 summer Games \u2013 for comparison, current US rights holder NBC has a deal in place until then.<\/p>\n

Discovery has been successful in sub-licensing portions of rights to regional broadcasters around the content, including to the likes of the BBC and RAI, ensuring a large portion of the Games is available on a free-to-air basis. However, it\u2019s all-but-certain the IOC will look to sell the rights again on a pan-territory basis as it did even before Discovery through its agreements with the European Broadcasting Union. If that\u2019s the case, who is the broadcaster pan-European enough and rich enough to engage Discovery in a battle for the rights (this all assuming the incumbent wants to go again) \u2013 and provide the IOC with a genuine competitor to Discovery to help drive up the price? Could it be a fast-emerging NENT? Might it be an Apple or Amazon? Or could it be someone else entirely?<\/p>\n

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THE TICKER<\/strong><\/p>\n

Fox Sports launching 24\/7 channel for Women\u2019s Cricket World Cup<\/a> \/\/ Buzzer teams up with FanDuel<\/a> \/\/ Premier League global media rights revenues reach \u00a35.3 billion<\/a> \/\/ Clemson launches own OTT channel<\/a> \/\/ ESPN and Peyton Manning rolling out alternative broadcast concept to other sports<\/a> \/\/ ViacomCBS renamed Paramount for streaming era<\/a> \/\/ Disney names executive to oversee metaverse strategy<\/a> \/\/ WSC Sports lands $100 million funding round<\/a><\/p>\n

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EYES ON THIS<\/strong> – Watch how these three things develop to understand the future<\/em><\/p>\n

Doing it for the kids:<\/span><\/strong> Just as Netflix\u2019s Drive to Survive has inspired a wave of copycat episodic documentary series, we appear to be on the cusp of a spate of sports broadcasts aimed (SpongeBob) squarely at children. It\u2019s unclear exactly how many of the 2.06 million people who tuned in to watch Nickelodeon\u2019s slime-infused broadcast of an NFL play-off game last month were sports industry executives busily making notes on a future case study or a pithy LinkedIn post, but what\u2019s undeniable is that it was the broadcaster\u2019s most-watched programming for four years. Now, Nickelodeon parent ViacomCBS (soon to be Paramount) has announced plans to create and broadcast its own golf tournament featuring holes inspired by Nick programming, professional players like Jon Rahm and Collin Morikawa, celebrities, AR overlays and Nickelodeon talent commentating. Building on CBS\u2019s status as a PGA Tour broadcaster, the Slime Cup will air during the summer. The NBA is also doubling down on a child-focused production, following its tie-up with ESPN and Marvel Entertainment for a regular season game broadcast. The NBA is linking up with Cartoon Network for a Teen Titan-themed highlights package from this weekend\u2019s All-Star Slam Dunk competition, which will be broadcast on Monday. Never one to miss an opportunity, Nike will be presenting partner of the broadcast. In an extraordinary quote, Warner Bros Chief Marketing Officer for Kids, Young Adults and Classics, Tricia Melton, said: \u201cWe had to think about what the Teen Titans have not accomplished yet. They\u2019ve sung waffle songs, eaten burritos, starred in their own feature film, watched Space Jam, and now they get to take part in one of the most iconic sporting events.\u201d If, as so often, the world of sport looks to America for inspiration, expect rights holders and broadcasters to be doing it for the kids sooner rather than later. The challenge will be to create something that\u2019s not just memorable for a group of grizzled sports industry executives \u2013 a cliched version of kids programming as they would see it – but something genuinely compelling and exciting for a demographic who like what they want and know what they like.<\/span><\/p>\n

Making it a habit:<\/span><\/strong> The UK\u2019s Women\u2019s Sport Trust charity last week revealed the results of its latest research into the visibility of women\u2019s sport, painting a picture of growth and underlining the feeling of building momentum. The research, conducted by Futures Sport and Entertainment, shows that nearly 33 million people watched domestic women\u2019s sport in the UK last year, with The Hundred cricket tournament and FA Women\u2019s Super League responsible for almost 11 million of those new viewers. Of the 4.9 million new viewers to The Hundred, the competition run in parallel with the men\u2019s tournament and broadcast by the BBC and Sky Sports in the UK, 71% have gone on to watch other women\u2019s sport. Digging a touch deeper, the report also examines what might be described as the \u2018novelty factor\u2019 of watching women\u2019s sport, with the results indicating there is still much work to be done to encourage viewers to watch regularly and consistently: 42% of the women\u2019s Hundred audience watched the competition on television more than once, compared to 55% for the men\u2019s Hundred. The Premier League figure, by comparison, is 87% (the figure for the current WSL season is 35%). Turning one-time viewership into habit would seem to be the next major area of focus for those tasked with developing, commercialising and growing women\u2019s sports leagues and events.<\/p>\n

Timo\u2019s take:<\/span><\/strong> As those responsible for figuring out how to measure the US audience for the Super Bowl have found out in recent days, accurate viewership measurement in a multi-media, multi-platform, multi-device world is not exactly the work of a moment. The swirl of numbers around Olympic viewership in different markets over the last few days, as Beijing 2022 continues, paint a confusing and conflicting picture. At yesterday\u2019s daily International Olympic Committee press briefing, Timo Lumme, the organisation\u2019s Managing Director of Television and Marketing Services was on hand to provide some context. Lumme always chooses his words carefully, but, making an early comparison between Beijing 2022 and Tokyo 2020, he neatly summarised the shift taking place across sports broadcasting. \u201cQuite clearly we all see that streaming, even six months later, is even more omnipresent and the Olympics is at an interesting transition stage, as is the media world, between traditional linear television coverage and the exciting possibilities offered by streaming coverage.\u201d Asked specifically about US television ratings on NBC \u2013 in general terms, significantly down on previous Games but still relatively enormous \u2013 he added: \u201cMedia markets change and they change continually. We\u2019ve lived through a period of relative stability and growth but the reality over history is media markets change with new technologies and new ways to consume media. We of course don\u2019t control that. What we do notice is the Olympics maintains a position of pre-eminence and indeed dominance within available market share.\u201d NBC\u2019s current deal runs through the 2032 Brisbane summer Games, and it appears Lumme is in no rush to finalise a further extension \u2013 although he did offer a hint about other markets. \u201cWhat will drive a decision for us is the best market conditions and so there\u2019s no hurry, there\u2019s no decision and in any case our sales cycle is not driven by the appointment of a host city [Salt Lake City has been linked with a bid for the 2034 winter Games]. We will continue to look at the market conditions and at the right time we\u2019ll go to market. In between, we\u2019ll have plenty of activity, some of which you\u2019ll get to know over the coming weeks, to show that we\u2019re keeping busy in other markets around the world.\u201d<\/p>\n

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THE NUMBERS<\/strong><\/p>\n

The Super Bowl generates more than its fair share of numbers but, aside from the headline figure that 112 million people were watching on NBC and its various digital offshoots, the most interesting from Sunday\u2019s game were probably those provided by Elevate Sports Ventures and cloud-based AI solutions specialists Hive. The two firms teamed up to analyse in-content branding around Super Bowl LVI, revealing that US$170 million in equivalent media value was generated for brands from in-game exposure, including verbal mentions \u2013 in other words, during the official pre-game and post-game shows, but excluding the much-analysed adverts.<\/p>\n

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