What’s Next on TV
Live TV sports in 2020 has been deeply impacted by the pandemic with widespread delays, cancellations and big changes for fans at home and in arenas and stadiums.
Through all this, live sports remains resilient as fans continue to be engaged.
For advertisers, sports continues to be among the most valuable places on television. That said there are many challenges as well as opportunities. One thing is certain, things will change in 2021.
While the impact of the virus next year is unknown, planning is well underway by the leagues, TV networks and media buyers. Beet.TV and the VAB are exploring live sports in 2021 in a 15-part series of video interviews with senior network executives, TV media buyers, analysts and league officials.
Topics to be explored:
- How has the fan relationship to sports been impacted by the absence of play? Is the pent-up enthusiasm? How have fan attitudes towards sports changed.
- How have the sports leagues and athletes fared through the pandemic? How do you see their response to COVID and reputation changed, if it has?
- What sorts of creative programming were initiated by the networks during the pandemic and how some of these initiatives might stay.
- How has advertising investment in live changes around spots, sponsorships, and integrated marketing deals? What do marketers want from their investment?
- Distribution has changed with consumption quickly growing via OTT devices and mobile. What are implications for the future of sports and for advertisers in a multi-screen world?
- What are the ad technologies that are most promising around audience targeting and addressability?
- How will the networks and leagues find and retain younger views to live sports?
Production Notes
This series will go into production in December and will continue through January. Ten-minute video interviews will be done remotely via Zoom. Videos will be published via Beet.TV and the VAB across its Web sites, email newsletters and social networks.
To suggest a segment, please contact Katy Charles, Senior Producer at Beet.TV katy@beet.tv