Deck 7: Sport and Media Distribution

Question 1

What is the role of advertising agencies in the sport-business-television relationship?

Answer 1

The advertising agency acts as a broker between corporate clients purchasing advertising time and the networks. They form buying groups allowing them to obtain discounts on rates from the networks and are able to do so by buying up a large inventory of time (more than corporations could afford to). They also offer advertising expertise to their clients (e.g., placement, timing etc.).

Question 2

How are program ratings calculated?

Answer 2

Program ratings are the percentage of households that are tuned to a particular station at a particular time. A correct answer may give an equation per below:

Question 3

What are some advantages of digital content or media?

Answer 3

In general, digital content is advantageous because it is cheaper, easy to store, quicker to produce and deliver, can be customised to specific audience segments, and is more measurable than traditional media.

Question 4

Engagement is noted as an important consumer outcome of new media involvement. Define engagement and why it might be important to facilitate.

Question 5

Describe the issues in measurement of sport viewership?

Question 6

How much was a 30-second advertising spot at Superbowl (2021) estimated to cost?

A) $5.5 million
B) $3.2 million
C) $2.9 million
D) $3.8 million
E) $1.7 million

Question 7

As not every household can be measured, a random sample of the population is taken.

Question 8

What does the following equation calculate? $$\frac { \text { Households tuned to program } } { \text { Households usine televicion } } \times 100$$

A) Rating
B) Audience share
C) Number of people tuned to program
D) Network share
E) Cost per thousand (CPM)

Question 9

Pay television enables providers to isolate the exact value of each sports program that is offered by the number of subscriptions they receive.

Question 10

Which of the following are characteristics of digitalisation?

A) Technology is prominent in acquiring, processing, distributing and storing content
B) Content can be automated and tracked
C) Content is represented and measured numerically
D) Content can be stored and shared in multiple file or delivery formats
E) All of the above