Maybe it was the bad weather that blanketed much of the Middle Eastern states, or the rain that hit the Western United States. Maybe it was the allure of a quarterback who has been able to flourish as a marketing maven for brands like Oreo and Direct TV despite being in a small market. Maybe it was because America wanted to see a team from a devastated region rise higher than the flood waters did that tragic August day. Maybe it was because we wanted to see Betty White and Chevy Chase again. Maybe i.s because football is really Americ.s game. Whatever the reason, it does.t matter. The record crowd that tuned i.made even more amazing in this 30 second, HULU infused, Twitter possessed worl.showed once again why we love sports as a release, and why the industry and the medium used to show i.broadcast T.remains king to brands.
Yes there were ads like godaddy.com that drove action to websites. There were text messages to vote for the MVP and to donate to Haitian relief. But the most compelling images remained on television..on a network, CBS, which does not have the best digital footprin.and that mass appeal is what continues to make or break brands no matter what the distractions we have in our everyday lives. The other pieces of branding and marketing today are still importan.social media, digital platforms, on-site activation, fan engagemen.but the crucial piece remains what you see on the screen in front of you. It is what separates major events from minor ones, and niche sports from those in the mainstream. Some media folks can talk about the value that could be added if a league like the NHL abandoned television for all digital platform, but the fact remains in both perception and reality, to be a major sustainable sports property you still need to be on a networ.and that does include ESP.and you have to be able to use that time to effectively communicate your stories to your audience and through the brands who partner with you. The NFL continues to be king because the sport delivers on the big stag.a stage that had two small market teams in a league that still does not have a franchise in the natio.s second largest marke.and produces for its partners. It may not be the Zen-like devotion that NASCAR preaches to its partners (and we will see starting this coming weekend at Daytona) or the tribal following that the NHL professes, but the NF. does capture the die hard and the casual fan with its annual big event, the Super Bowl. Does the league and its partners activate on all the other platforms leading up to the even. Yes. Would the game have been just as big or viewed by as many people if it were not on a networ.? Of course not.
There is no doubt that times have changed and so have viewing habits. Disposable income is less and discretionary time is wavering in these challenged days for many. However one thing has not wavered. Americans still love big events and they love to watch them on television. That fact has not changed, and anyone who wants to dispute will have to look past Sunda.s record viewership numbers to try and make an argument. Big game, big event, big numbers, big ROI. Tha.s what the Super Bowl on broadcast TV means in 2010, and what it has meant for almost its entire run.
Some other good reads…the Arizona Star had a good piece on how college baseball events have filled up abandonded spring training sites…the Washington Post had a great recap of the goings on in New Orleans as the Saints won the Super Bowl… and si.com's Chris Ballard had a good feature on Lakers strength coach turned teacher Joe Carbone.
