NFL Football Advertising on FiOS

Advertising during NFL Football games on FiOS is an excellent way to leverage your advertising dollars in these highly rated programs.  New York DMA (approximately 400,000 households) at $600 per 30 second commercial for ESPN and $300 for the NFL network.  Long Island only at $300 per spot for ESPN and $150 for NFL network.  Packages also available for i networks.  Cable ads on these games often sell-out and the prices rise as the season progresses, especially for Jets/Giants games.  See schedule:

 

•MON, SEP 13          7p           Baltimore at NY Jets                      ESPN       
•MON, SEP 13          10:15p   San Diego at Kansas City     ESPN
•MON, SEP 20          8:30p     New Orleans at San Francisco       ESPN
•MON, SEP 27          8:30p     Green Bay at Chicago                     ESPN
•MON, OCT 4            8:30p     New England at Miami                   ESPN
•MON, OCT 11          8:30p     Minnesota at NY Jets                     ESPN
•MON, OCT 18          8:30p     Tennessee at Jacksonville             ESPN
•MON, OCT 25          8:30p     NY Giants at Dallas                        ESPN
•MON, NOV 1           8:30p     Houston at Indianapolis                ESPN
•MON, NOV 8           8:30p     Pittsburgh at Cincinnati                 ESPN
•THU, NOV 11          8:30p     Baltimore at Atlanta                      NFL Network 
•MON, NOV 15         8:30p     Philadelphia at Washington          ESPN  
•THU, NOV 18          8:20p     Chicago at Miami                           NFL Network  
•MON, NOV 22         8:30p     Denver at San Diego                      ESPN 
•THU, NOV 25          8:20p     Cincinnati at NY Jets                     NFL Network
•MON, NOV 29         8:30p     San Francisco at Arizona               ESPN
•THU, DEC 2             8:20p      Houston at Philadelphia                NFL Network 
•MON, DEC 6            8:30p      NY Jets at New England                ESPN 
•THU, DEC 9             8:20p      Indianapolis at Tennessee            NFL Network 
•MON, DEC 13          8:30p      Baltimore at Houston                    ESPN 
•THU, DEC 16           8:20p      San Francisco at San Diego           NFL Network 
•MON, DEC 20          8:30p      Chicago at Minnesota                    ESPN 
•THU, DEC 23           8:20p      Carolina at Pittsburgh                   NFL Network 
•SAT, DEC 25           7:30p       Dallas at Arizona                           NFL Network 
•MON, DEC 27          8:30p       New Orleans at Atlanta                 ESPN  

Whose Brand Is It Anyway? A brand is defined by its customers

Imagine this scenario: Your company decides to rebrand its logo by changing its font. No big deal, right?

Wrong. Or at least not if you are IKEA. Last week, a Swedish resident was reading an IKEA print advertisement in a local newspaper when he noticed the IKEA typeface looked different. He sent out a message over Twitter and learned from IKEA’s advertising agency that IKEA had recently adopted a new font. As Time magazine reported in its recent article, very soon customers from Tokyo to Dublin to Melbourne were tweeting about how they thought the new font was “just plain ugly” and how disgusted they were with the font change. The IKEA font issue soon became a trending topic on Twitter, with fans across the globe talking about it, drawing even more tweets than Senator Edward Kennedy.

IKEA’s font furor proves yet again what many brand theorists have always asserted: A brand is defined by its customers, not the company that creates it. The book Groundswell: Winning in a World Transformed by Social Technologies, quotes Ricardo Guimaraes, founder of Thymus Branding in Brazil. According to him, “the value of a brand belongs to the market, and not to the company and the company is, in a way, only a tool to create value for the brand.”

With brands being defined by your customers, it becomes even more important to pay close attention to what they have to say. Because, whether you like it or not, customers can talk and connect with each other over social networks and exchange reviews and opinions about you and your product or service. Instead of avoiding participation in these conversations out of fear of criticism or a backlash, companies are better off jumping in and leveraging the buzz to crowdsource ideas and better improve their product or brand.

Take Dell for example. In 2006, “Dell Hell” became a popular phrase over the Internet – with online bloggers and customers complaining about Dell’s poor customer service. The company learned its lessons quickly, and soon launched its blog, Direct2Dell, to listen and engage directly with customers. Soon after, Dell launched IdeaStorm, a site where customers could brainstorm, discuss and submit ideas relating to Dell and its products, allowing them to directly participate in shaping the Dell brand. Since its launch, Dell has implemented 366 ideas submitted by customers.

Many companies spend heavily on costly market research to glean consumer insights. Though all your customers or audiences may not necessarily be online, social media allows you to obtain these insights for free by monitoring blogs, microblogs and social networks in real time, often allowing you to spot trends, test ideas, identify influencers or to respond quickly to what could brew into a potential PR crisis. Using tools like Google Alerts, Technorati, Google Reader, GoogleBlogSearch and Twitter search, you can easily monitor and listen to what’s being said about you. Hiring an agency may be a good idea if you do not have the time or the resources to keep an ear to the ground for you.

In the end, no matter whom the brand belongs to – customers or your company – listening more closely to your customers will make them feel valued, creating more brand loyalty and better engagement. The positive word-of-mouth publicity this will generate will give your brand a tremendous boost.

For more information on our social media and digital marketing services, contact PRMG at johnzaher@theprmg.com.