Why do some broadcasters say a sports team is just “renting an audience?”

– President of a NBA Team

Many television stations carry professional and high school sports that deliver large audiences, but experience a significant drop in viewership after those broadcasts. Unfortunately, these broadcasters simply haven’t learned how to take advantage of their sports events in any way other than to run their own promotional spots within their broadcasts. There are a variety of potential co-promotions and co-branding opportunities for both broadcasters and sports organizations that don’t cost either any additional money – and could create new money making opportunities for both. In the long run, these programs not only build the brand and revenue of both partners, but also increase the value of the sports broadcast to the station.

What's the key to negotiating great media rights contracts?

Does the digital age provide special opportunities for sports entities?

Why do broadcasters say sports teams are just “renting an audience?”

How do DVRs effect sports viewing and its advertisers?

How will the growth of HDTV effect sports coverage?

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