The Progress of the Big Ten Network by kao16131

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									    The Progress of the
     Big Ten Network

    John A. Fortunato, Ph. D.
      Fordham University

College Sport Research Institute Conference
 University of North Carolina, Chapel Hill
              April 18, 2009
     Big Ten Network Facts

• 20-year joint venture Big Ten Conference
  and Fox Cable Networks (Big Ten 51%
  ownership)
• Launch Date: August 30, 2007
• First network to reach 30 million
  subscribers within first 30 days on air
• Programming 24 hr/day, 365 days/year
• Created to provide the conference with
  more national exposure
    Why Start the Network?
• Economic Business Model:
  – Advertisers and Cable Subscription Fees
  – ESPN
    • $4 per month per subscriber
    • Outreach 98 million homes
    • Approximate subscriber revenue $4.7 billion
    Why Start the Network?
• Brand Exposure/Outreach
• Public Relations
• Nature of the Sports Fan
       Criteria for Success
• Brand Exposure/Outreach: Agreements
  with cable companies
• Viewership: Ratings
• Public Relations/Brand Building
         The Sports Brand
• Sports teams/leagues thought of as
  brands
• Brand Quality/Image
• Brand Awareness
• Brand Equity
         The Sports Audience

•   Loyal
•   Satisfaction of emotional needs
•   Fan Identification
•   Consistent in Behavior
•   Interest in favorites teams’ games
•   Interest in games when rival teams are
    playing
     Public Relations Literature
•   Advocates for the organization
•   Most Positive Light
•   Control Image
•   Eliminate Media Gatekeeper
    Big Ten Network Outreach
• Distribution agreements with more than 250
  cable operators (Comcast $.70/month)
• Inside the 8 Big Ten states: expanded basic
  level (Philadelphia: digital service level)
• Outside the Big Ten states: cable operators
  can make it available on any level
• Video-on-Demand
• Online Streaming
         Big Ten Exposure:
           Programming
• Approximately 400 live events annually
  – Football: 35-40 games (each team guaranteed
    2 appearances per year)
  – Men’s Basketball: 60-65 in-conference games
    (each team approximately 15-20 appearances
    per year)
  – Women’s Basketball: 50-60 games, plus as
    many as 9 Big Ten Tournament games (each
    team approximately 8-10 appearances per
    year)
                 Programming
• NCAA Sponsored “Olympic Sports”
• 17 Big Ten Championships/Tournaments
• Original Programming
   – Big Ten Tonight
   – Friday Night Tailgate
   – The Journey (Illinois Football; Minnesota basketball)
   – Big Ten Football Saturday
   – Big Ten’s Greatest Games
   – Big Ten Legends
     Big Ten Brand Exposure:
           Football 2008
           total games   televised   national TV
Big Ten       88            87          86
Big 12        96            76          67
ACC           96            80          64
Big East      69            66          44
Pac-10        76            66          47
SEC           97            62          46
     Big Ten Brand Exposure:
       Basketball 2008-2009
           total games   televised national TV
Big Ten       262          214        208
Big 12        263          214        104
ACC           259          185        105
Big East      343          243        120
Pac-10        226          138        67
SEC           287          173        76
    Big 10 Network Ratings

• Increase for football 113% from 0.8 in
  2007 to 1.7 in 2008
• Doubled household impressions in some
  markets
  – Columbus, Ohio: avg. 10.3 HH in 2007 to
    24.4 HH in 2008
  – Detroit, Michigan: avg. 2.4 HH in 2007 to
    6.2 HH in 2008
The Sports Fan: Would it
work for other Conferences



    Big 10 v. SEC
                 Big 10 v. SEC
Enrollment
• Big 10 Universities (11): 444,000
• 8 of top 15 university enrollments
   –   Ohio State University – 1
   –   University of Minnesota - 4
   –   Michigan State University – 8
   –   Penn State University – 10
   –   University of Wisconsin – 12
   –   University of Illinois – 13
   –   University of Michigan – 14
   –   Purdue University - 15
             Big 10 v. SEC
Enrollment
• SEC Universities (12): 320,000
• 1 university in the top 15
  – University of Florida - 3
                Big 10 v. SEC
Television Market Size
• Big 10: 7 of top 25 TV Markets
  –   Chicago - 3
  –   Philadelphia - 4
  –   Detroit - 11
  –   Minneapolis/St. Paul - 15
  –   Cleveland/Akron - 17
  –   Pittsburgh - 23
  –   Indianapolis - 25
            Big 10 v. SEC
Television Market Size
• SEC: 2 of top 25 TV markets
  – Atlanta – 8
  – Orlando/Daytona Beach - 19

								
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