After a difficult 2008 and 2009, analysts are seeing improvement in the ad market for sporting events. This improvement is particularly obvious in TV and online media formats. One category that has upped its buying rate for NASCAR event advertising is automotive, according to a report in Sports Business Journal.

This report specifically focused on NASCAR and indicated that the Daytona 500 should sell out quickly and other events are seeing an 8-10% increase in demand compared to last year.

Tom McGovern, managing director for Optimum Sports and a media buyer for NASCAR sponsors says that ratings often fluctuate but NASCAR events reliably deliver an audience every year.

To generate more interest from marketers, Fox is offering data to prove that strategies besides 30 second spots bring more value to the ad campaign. These strategies include on-screen sponsorships such as in-car cameras and leaderboards. Buyers ranging from Aflac to Home Depot agree that the new on-screen techniques have increased their exposure to viewers.

The report also notes that Fox is ramping up its efforts to sell advertising on FoxSports.com and, to date, sees a 30% revenue increase over 2009. The types of online marketing vary from sponsoring an online photo gallery to an application titled RaceTrax.

This trend in NASCAR advertising may be an early indicator of an improving market in general for sports events in 2010.

[Source: Ourand, John. Fox: NASCAR Ad Sales Gaining Speed, Sports Business Journal, 2.1.10]

Ad-ology Research recently updated their Industry Marketing Insights report for Theater Companies. The following are the predicted Top 5 Opportunities/Challenges from the report for this industry for the upcoming 12 months:

• The holidays continue to be a lucrative time for this industry.
• Movies based on popular musicals (and vice versa) are piquing interest in theater
• Single-ticket income is on the rise for many theaters across the country.
• The entertainment industry is highly competitive.
• The weak economy is a challenge to this industry as consumers cut back on their discretionary spending.

The Industry Marketing Insights report for Theater Companies is available on Ad-ology.com (Research Store) for $195 USD with local market data for any U.S. market.

[Source: Ad-ology Research. February 2, 2010]

As one of the biggest TV-viewing events of the year approaches,  Super Bowl 44, retailers and manufacturers may wonder if the market for HDTVs holds any potential for growth. A study by the Leichtman Research Group indicates that while 50% of U.S. households currently have an HDTV, a sizeable portion of consumers still has an interest in making this purchase – sooner rather than later. Not surprisingly, purchase plans are somewhat linked to age demographics.

Here’s how the findings break out when it comes to consumers who are somewhat or very likely to purchase an HDTV in the next 3 months:

• Ages 18-24: 37%
• Ages 25-34: 35%
• Ages 35-54: 16%
• Ages 55+: 15%
• Average of all households: 22%

Ownership of high-tech entertainment gadgets is also correlated to household incomes. For consumers with household incomes exceeding $75,000, the ownership rates of HDTVs and DVRs are 61% and 54% respectively. That figure drops substantially for consumers with household incomes below $30,000. So while consumers are hearing about the next product innovation, 3DTV, it seems that marketers can still find customers in the HDTV market. Expect marketers to launch ad campaigns during this busy week preceding game day.

[Source: Entertainment Marketing Letter, EPM Communications, January 15, 2010]

Ad-ology Research recently updated their Industry Marketing Insights report for Video Game Publishers. The following are the predicted Top 5 Opportunities/Challenges from the report for this industry for the upcoming 12 months:

• Video games have moved from a niche market into a broad demographic base of consumers.
• Publishers are moving into online game development or business models that require subscription to smooth cash flows.
• Video game technology is being applied in personal growth and educational settings.
• Expansion of broad-band Internet access will increase the number of potential customers who want to play online video games.
• In-game advertising is seen as a way to boost revenue streams.

The Industry Marketing Insights report for Video Game Publishers is available on Ad-ology.com (Research Store) for $195 USD with local market data for any U.S. market.

[Source: Ad-ology Research,  January 15, 2010]