WNPV AM 1440 Football Advertisers Kvetch, But Won't Punt
by Karl Greenberg
I was watching TV Thursday morning, and, big surprise, more news from the NFL. Another player, another beating. Not in an elevator, not with a switch. This time it was more news on Greg Hardy. Not the best timing. Hardy is already on the Carolina Panthers' de-activation list for having threatened to kill his girlfriend while tossing her around his apartment like a pom-pom.
My friend and I watched the broadcast. My comment: "Another one." My friend's comment: "It's the theme of the day: News outlets are outdoing themselves trying to report something, anything about football players. People like to pile on. This is old news."
Because of this, the NFL, as reported by all and sundry, including me, is seeing its consumer perception drop faster than any brand since the Vandals sacked Rome. Or, more recently, since Target was sacked by a hacker. But will this last? No, probably not. Football's enduring popularity will put this in the past pretty fast, and nobody will be the wiser. For better or worse. Probably worse in the long run since the League is facing growing competition from other sports, including soccer, especially soccer. It's worth noting that right after the news about Panther linebacker Hardy, the broadcast I watched went right to … soccer. The same guys commenting on football, including the week's games, shifted right to the other sport and actually sounded like they knew what they were talking about. That's emblematic of the sport's mainstreaming.
Major brand sponsors are issuing releases of censure, meanwhile, with threats perhaps implied. Anheuser-Busch, PepsiCo, McD's, Visa, Campbell Soup, the big guns who delivered NFL's revenue to the tune of over a billion dollars last year. But I'll wager nobody is going to pull ad dollars unless a team releases a pride of lions in the stands to beef up the half-time show. Or players start getting serious brain injuries. Oh, wait, that's happened already.
Sure, there's morally reprehensible behavior everywhere (look no further than pro baseball from Ty Cobb all the way to the '86 Mets and beyond); football villains — they tend to follow the troglodyte model more than the pharmaceutical one, it seems — are probably not greater in number, even if they are greater in savagery. But the game won't suffer. The players and maybe the individual teams will.
National consumer brands should pull advertising. Really? Where else will brands go to get TiVo-proof viewers? “Downton Abbey”? I've read expert opinion that teams and the League are taking notice, whatever that means, and will take action, whatever that means, because they risk losing ad dollars. No, they don't. And they won't unless football departs first, à la boxing. But a football game doesn't carry the possibility of lasting one round. And it is still the most popular televised sport.
Commentary from Marketing Daily, 9/19/2014
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By Andy Tu Wednesday, Sept. 17, 2014
Modern Man Is A Modest Man
Editor's note: This article originally appeared in "Engage:Men" on July 31, 2014.
What defines luxury to a man 2015? Is it a Rolex and a private jet, or the ability to travel the world and gain life experiences?
More than ever we are seeing the modern man redefine what luxury means today. The “old school” concept of luxury doesn’t fit in with today’s man and his changing priorities. Our annual Acumen Report has explored the modern man and what makes him tick. What we’ve learned is that today’s man strives to be well-rounded rather than one-dimensional. He’s thoughtful about his purchases and he is more comfortable in traditionally female roles while also being considerate of his friends and family. These characteristics dictate what he purchases in both his everyday life like grooming products and beer and, increasingly, these shifts in priorities are changing what it means for men when the splurge or think about “luxury” items in their lives.
The modern man is evolving into someone who is more concerned about his family and friends, someone who seeks out adventure and uses his money to experience life over collecting possessions. As he changes, his idea of luxury is changing with him. Luxury is no longer confined to specific status symbols but instead has evolved into parts of our everyday lives.
So what does this mean for luxury brands? If they want to remain or become relevant, it means it’s time to approach their male customers in a different, more personal way. Many high-end brands are doing just that. Take a look at Audi. The brand has done an exceptional job speaking to the modern man and positioning its cars as more than a vehicle or status symbol but as adventure, a way to experience freedom. The A8 Superbowl adfrom a few years back is a great example of this change and features wealthy men “escaping” from their mansion prison to “Escape the Confines of Old Luxury,” in the new A8 of course. Range Rover also excels in this area by incorporating adventure, extreme challenges and excitement into the brand. Take a look at “Driven: A Race without Boundaries” which pits two world-class drivers against five challenges, four iconic racing destinations in the Range Rover Sport.
Modern men no longer want to be greeted at a hotel by a formal bell hop and concierge to cater to their every whim like a hired hand but instead, more are turning to hotels like The Ace, which speaks their language and represents a luxury lifestyle based on knowledge and personal interest. Men don’t want a list of Michelin star restaurants from the front desk; they want to know when and where chefs like Danny Bowien, Roy Choi and David Chiang will open their latest pop-up restaurant and how to score a seat at the opening. They are trading in the BMW for a slick bike and Uber.
Both established and emerging brands are trying to appeal to this new take on luxury as they shift their messaging from the excessive, “living large” old-fashioned luxury perception to appeal to what modern men see as personalized experience. IfOnly, a San Francisco based company offers extraordinary experiences with top experts across sports, music, entertainment and lifestyles that also help a charity cause. They sold 2,000 experiences in year one. In addition to embracing experiences, we’re seeing a shift towards spending on things that have purpose, that stand for something.
While this can certainly be a challenge for brands to cater to this changing modesty in masculinity, there are brands that are succeeding. Brands that are recognizing this change as opportunity and leveraging different brand values, storytelling, media and creative to connect stand to do very well. Levi’s Made & Crafted is also a great example of a brand that is bringing luxury to the masses in its own way, using comfort, quality and prestige through their brand identities and messages, not solely through their price tags. Just because he can afford it, it’s not enough for a brand to just represent a monetary status symbol. Today’s modern man is looking for, and willing to pay for, something more.
Andy Tu is EVP of marketing at DEFY Media.
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WNPV AM 1440 AM/FM Radio Has More Daily Listening than All Other Audio Combined
Source: John Potter, SVP/Professional Development, RAB
Edison Research released results of their Share of Ear study at the
Radio and Internet Newsletter (RAIN) Summit in Indianapolis on
Tuesday, which took place prior to the 2014 Radio Show.
The goal was to show all radio listening from a single source. Included
were AM/FM radio, Internet radio, SiriusXM, and other audio sources.
This was a national study conducted in May, 2014, online and offline, of
persons 13+, in both English and Spanish. The sample base was
2,096. The methodology was diary based where respondents logged
listening including platform, device, Internet radio brand, location (car,
home or other), and type of element.
The study shows AM/FM radio commands over half of Americans' share of time spent listening
to audio sources:
AM/FM radio -- 52.1%
Owned music (CD's, digital music files...) -- 20.3%
Internet radio music (Pandora, Spotify...) -- 11.6%
SiriusXM -- 7.7%
TV music channels -- 5.2%
Podcasts -- 1.7%
Other -- 1.5%
More importantly, the study broke out audio listening of radio services and found AM/FM radio
increased its lead over other audio sources:
AM/FM radio --75.3%
Pandora -- 9.2%
SiriusXM -- 11.1%
Other Internet radio -- 4.4%
Daily reach for AM/FM radio is similar to other studies showing nearly 3 out of 4 Americans
listen to AM/FM every day:
• AM/FM radio --72%
• Owned music (CDs, digital music files...) -- 39%
• Internet radio music (Pandora, Spotify...) -- 26%
• SiriusXM -- 13%
• TV music channels -- 11%
• Podcasts -- 5%
The full study is available for purchase from http://www.edisonresearch.com.