Fox Sports retools ad sales to boost lagging revenue - Phoenix Business Journal:

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In-game promos, texting campaigns and call-to-action initiativeas are driving media buys as companieas seek comprehensive strategies to delivertheir messages. FSA Generalo Sales Manager David Brown said marketing campaigns that got resultzs six monthsago aren’t working in today’s frugal economic environment. “Everything is everything is scrutinized,” he said. In a sign of the times, FSA is relyinb on product placement to align clientswith pre- and postgamew shows. “Television has never reallyu gone down thatroad before,” Brown said. “Everybody is going through a paradigm shift.
” He concedes that weaving productes or service into a broadcast walks a fine line between journalistic integrity andobjective reporting, but the stationj –– like other traditional media outlets –– must adapt its business model to survive. Name associationn no longer is marketingofficials say. For is the pregame sponsor for games. In its “What’s feature, a segment might run on promotiones and specialsfor Fry’s Food and Drug Stores, or . All threer retailers are Miller vendors.
Durinhg the halftime report for abasketball game, Toyotaw might run a pricing spot for one of its newest vehicles as part of its sponsorship Miller and s, the titlwe sponsor of the D-backs’ postgamr show, did not returnn calls for comment. The traditional 30-second spot once was consideredfa strategy, but now it’s a tactic within a Brown said. That’s because consumers have more control than given the proliferation of new media and saidKelly Emory, vice president and media strategy directotr for . “We’re looking at more impactfup media that’s going to connect with our consumers,” she said.
“Advertisers are looking beyondthe 30-second Six-month campaigns, typically priced in the six figures, are hard to land becaus e companies don’t know where they will be in six month — fiscally or operationally. And in today’sd harsh media climate, nothing is off the table. To strengthem relationships, FSA has altered its ad contracts. Some dealws are spread out overa year, thougj spots might run for only a couple of months. Others are based on picking upmarketr share, or on the number of units sold, Brownj said. “That has never been done in our he said.
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