{"id":8230,"date":"2020-09-24T15:47:18","date_gmt":"2020-09-24T15:47:18","guid":{"rendered":"http:\/\/localhost:10151\/?p=8230"},"modified":"2020-09-28T15:47:39","modified_gmt":"2020-09-28T15:47:39","slug":"significant-under-delivery-tv-advertisers-grapple-with-glut-of-live-sports-affecting-viewership","status":"publish","type":"post","link":"https:\/\/jp.umww.com\/en\/thought-leadership\/significant-under-delivery-tv-advertisers-grapple-with-glut-of-live-sports-affecting-viewership\/","title":{"rendered":"\u2018Significant Under-Delivery\u2019: TV Advertisers Grapple with Glut of Live Sports Affecting Viewership"},"content":{"rendered":"<p>Eager as ad buyers were for major sports like the NBA and NFL to return to TV, many were anxious about how the volume of sports on TV going from famine to feast would affect viewership.<\/p>\n<p>So far, the results have been a mixed bag.<\/p>\n<div id=\"piano-meter-offer\">\n<p>Live sports on TV remains the best option for advertisers to reach a large number of people at the same time, but viewership has fallen short of advertisers\u2019 expectations, according to agency executives.<\/p>\n<p>Ratings for the NFL\u2019s opening week Sunday slate of games\u00a0fell 3% short of the 2019 mark. Ratings for the first three rounds of the NHL Stanley Cup Playoffs\u00a0dropped 28% compared with the prior season. Meanwhile, the NBA has seen\u00a0viewership for day games suffer but prime-time matchups pick up.<\/p>\n<p>\u201cThey probably haven\u2019t lived up, in terms of ratings, to what clients were hoping for, but I think there\u2019s just so much going on in the landscape,\u201d said Cara Lewis, evp and managing director of video investment at Dentsu Aegis Network\u2019s Amplifi.<\/p>\n<p>For example, NFL games are going head-to-head with NBA playoff games for the first time seemingly ever. The NHL\u2019s Stanley Cup Finals are taking place a month before the regular season would usually start. The MLB has had to postpone games because of players testing positive for coronavirus. And college football conferences delayed or canceled then uncanceled the starts of their seasons&#8230;<\/p>\n<p>&#8230;Compounding matters, the TV networks seem to have had similarly high expectations and didn\u2019t lower the audience guarantees offered to advertisers. \u201cFor the most part, partners kept their [viewership] estimates as they were,\u201d said Tim Hill, evp of integrated investment at UM Worldwide. As a result, many advertisers that had been guaranteed to reach the usual number of people will likely be owed so-called \u201cmake-goods,\u201d in which the networks run an advertiser\u2019s ads to make up for the delivery shortcoming.<\/p>\n<p>Read Full Article On <a href=\"https:\/\/digiday.com\/future-of-tv\/significant-under-delivery-tv-advertisers-grapple-with-glut-of-live-sports-affecting-viewership\/?fbclid=IwAR0bAaoKgmp6qfvbhPzin92pokz6d3M4zdXYGwxaK8XBJVXPdqE2_1W0PkA\">Digiday<\/a>.<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Eager as ad buyers were for major sports like the NBA and NFL to return to TV, many were anxious about how the volume of sports on TV going from famine to feast would affect viewership. So far, the results have been a mixed bag. Live sports on TV remains the best option for advertisers [&hellip;]<\/p>\n","protected":false},"author":44,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5,6],"tags":[],"class_list":["post-8230","post","type-post","status-publish","format-standard","hentry","category-thought-leadership","category-um-in-the-news"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u2018Significant Under-Delivery\u2019: TV Advertisers Grapple with Glut of Live Sports Affecting Viewership - UM JAPAN<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/jp.umww.com\/en\/thought-leadership\/significant-under-delivery-tv-advertisers-grapple-with-glut-of-live-sports-affecting-viewership\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u2018Significant Under-Delivery\u2019: TV Advertisers Grapple with Glut of Live Sports Affecting Viewership - UM JAPAN\" \/>\n<meta property=\"og:description\" content=\"Eager as ad buyers were for major sports like the NBA and NFL to return to TV, many were anxious about how the volume of sports on TV going from famine to feast would affect viewership. So far, the results have been a mixed bag. 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