Post by dkennedy on Apr 7, 2005 5:14:31 GMT -5
ESPN: Reaching out to the casual fan
More original programs for those lulls in the game
By Kevin Downey April 6, 2005
ESPN and ESPN2 are hardly cable networks in trouble, either from a ratings standpoint or in terms of name recognition. But both have challenges if they are to continue growing, which explains why the networks are making significant tweaks as this summer’s upfront ad-selling season looms.
The changes underway center on adding more original programs to the networks’ lineups.
In the case of ESPN, the flagship network and one of the highest-rated cable outlets, it is adding regularly scheduled programs like the game show “Teammates,” described as being similar to the old syndicated show “The Newlywed Game,” to combat increasing competition from regional networks like Fox Sports and other sources for sporting news such as the internet and satellite radio.
ESPN, like all sports networks, is also trying to combat dips in ratings that come with less-than-compelling match-ups.
ESPN2 is also facing these challenges. But it has other problems, not the least of which is being virtually indistinguishable from ESPN and, perhaps more troubling to advertisers, its viewers having a median age of 44, compared with ESPN’s 38. That is something of a surprise because ESPN2 launched 12 years ago specifically to reach younger viewers.
ESPN2 will target young men with original programs such as “Cold Pizza,” its morning talk show that has been on the air for more than a year, and a 6 p.m. block launching this summer that will include the half-hour “Entertainment Tonight"-type show “ESPN Hollywood.”
“All of these programs come from our original entertainment division,” says David Berson, senior vice president of program planning and promotion at ESPN.
“The goal of that program group is to continue to attract the core sports fan that we do attract, but to also attract the more casual sports fan."
The network's identity:
The entire ESPN brand, including ESPN The Magazine, a Spanish-language magazine set to launch this year, its online site, its radio programs, a sports news service available on cell phones called ESPN Wireless, and its cable networks, which also include ESPN Classic and Spanish-language ESPN Deportes, are clearly destinations for sports fans.
But the differences between its two largest cable networks, ESPN and ESPN2, have blurred in recent years.
That is going to change. Berson says going forward, ESPN will increasingly focus on live sports and news, while ESPN2 will also have live games but will target younger viewers with entertainment-based programs, including a late-night talk show currently in development.
The network's target audience:
Both ESPN and ESPN2 zero in on young men, primarily in the 18-34 and 18-49 age groups. Recently, ESPN has been growing considerably faster than its sister network among all viewers, including young men.
“What we’re doing with [original ESPN2] programs is skewing far younger, so we’ll bring down the overall median age of the network,” explains Berson. “It’s the toughest demographic to reach, and that’s our sweet spot. With our original programming, we’re targeting more casual sports fans but they skew young as well.”
The network's ratings:
Ratings on both ESPN and ESPN2 have been good. In first quarter, ESPN was a top-10 network among all viewers in primetime. Its audience was up 14 percent over first quarter 2004. ESPN2’s audience was up 4 percent, with less than half of ESPN’s average of 1.55 million viewers.
ESPN also posted year-to-year increases among adults 18-34 and adults 18-49. ESPN2 was flat in those demos. Among men, ratings were up on both networks in primetime.
The network's competitive set:
ESPN and ESPN2 compete with multiple sources when it comes to both its live sports events and news programs. Among them are regional cable networks like Fox Sports, but also increasingly the internet and satellite radio. For example, the XM satellite radio service last year signed a multi-year deal to air Major League Baseball games.
What’s new for 2005/06:
More than a few ESPN viewers got nervous when the network launched original movies a few years back. But ratings have been strong for movies like last December’s “3,” about race car driver Dale Earnhardt, and before that, “Season on the Brink.”
The network has also built its “SportsCenter” into a flagship program, which Berson says has growing ratings. And Berson says its afternoon shows, “Around the Horn” and “Pardon the Interruption,” both talk shows with sports columnists, are generating good ratings.
All of which is to say ESPN – and ESPN2 – will continue venturing into original programs.
“It’s just an example of a top-tier network trying to expand its viewers by offering something different without alienating the core viewer,” says Brad Adgate, senior vice president and corporate research director at Horizon Media. “This is another example of leveraging what they have and building upon it.”
ESPN this summer will roll out “Teammates” on Tuesdays at 7:30 p.m., followed at 8 p.m. by “Battle of the Gridiron Stars.” The show has NFL players competing in games like obstacle courses and dodgeball.
ESPN2 will get deeper into original programs, prompted in part by the success of its morning show, “Cold Pizza.” Besides “ESPN Hollywood” the network this summer will also debut “Quite Frankly," a sports-focused talk show.
The network's upfront outlook:
As part of the Walt Disney company and tied in as they are to ABC Sports, ESPN and ESPN2 will highlight numerous opportunities for cross-platform deals, where advertisers negotiate a package that includes ads running in various media.
ESPN and ESPN2 will also tell media buyers about the addition of more regularly scheduled shows on each network’s lineup. While that strategy has so far proven successful, media buyers will be wary of the networks drifting too far from live sports.
The final prognosis:
On a scale of 1 to 5, with 5 being excellent: 4 for ESPN; 3.5 for ESPN2.
The strength of the ESPN cable networks during the upfront – and all year, for that matter – is the name recognition of the brand. ESPN is sports. Both networks also have solid ratings while the ongoing move toward original programs hasn’t yet turned off viewers.
Still, both ESPN and ESPN2 face increasing competition from multiple media types. And ESPN2’s median age, though being addressed, is a concern to media buyers.
A LOOK AT ESPN
Launched in 1979
Parent company: Disney/ABC
No. of subscribers: 89.5 million homes
Median viewer age: 38.2 years old
Average primetime viewers*: 1,550,000 people
Average total-day viewers*: 760,000 people
Avg. primetime 18-49 viewers*: 680,000 people
Avg. total-day 18-49 viewers*: 419,000 people
Target audience: Men 18-49; Men 18-34
Main competitors: Sports cable networks such as Fox Sports and other media, including the internet and satellite radio
A LOOK AT ESPN 2
Launched in 1993
Parent company: Disney/ABC
No. of subscribers: 88.4 million homes
Median viewer age: 44.1 years old
Average primetime viewers*: 604,000 people
Average total-day viewers*: 288,000 people
Avg. primetime 18-49 viewers*: 240,000 people
Avg. total-day 18-49 viewers*: 133,000 people
Target audience: Men 18-49; Men 18-34
Main competitors: Sports cable networks such as Fox Sports and other media, including the internet and satellite radio
* Nielsen Media Research, first quarter 2005
More original programs for those lulls in the game
By Kevin Downey April 6, 2005
ESPN and ESPN2 are hardly cable networks in trouble, either from a ratings standpoint or in terms of name recognition. But both have challenges if they are to continue growing, which explains why the networks are making significant tweaks as this summer’s upfront ad-selling season looms.
The changes underway center on adding more original programs to the networks’ lineups.
In the case of ESPN, the flagship network and one of the highest-rated cable outlets, it is adding regularly scheduled programs like the game show “Teammates,” described as being similar to the old syndicated show “The Newlywed Game,” to combat increasing competition from regional networks like Fox Sports and other sources for sporting news such as the internet and satellite radio.
ESPN, like all sports networks, is also trying to combat dips in ratings that come with less-than-compelling match-ups.
ESPN2 is also facing these challenges. But it has other problems, not the least of which is being virtually indistinguishable from ESPN and, perhaps more troubling to advertisers, its viewers having a median age of 44, compared with ESPN’s 38. That is something of a surprise because ESPN2 launched 12 years ago specifically to reach younger viewers.
ESPN2 will target young men with original programs such as “Cold Pizza,” its morning talk show that has been on the air for more than a year, and a 6 p.m. block launching this summer that will include the half-hour “Entertainment Tonight"-type show “ESPN Hollywood.”
“All of these programs come from our original entertainment division,” says David Berson, senior vice president of program planning and promotion at ESPN.
“The goal of that program group is to continue to attract the core sports fan that we do attract, but to also attract the more casual sports fan."
The network's identity:
The entire ESPN brand, including ESPN The Magazine, a Spanish-language magazine set to launch this year, its online site, its radio programs, a sports news service available on cell phones called ESPN Wireless, and its cable networks, which also include ESPN Classic and Spanish-language ESPN Deportes, are clearly destinations for sports fans.
But the differences between its two largest cable networks, ESPN and ESPN2, have blurred in recent years.
That is going to change. Berson says going forward, ESPN will increasingly focus on live sports and news, while ESPN2 will also have live games but will target younger viewers with entertainment-based programs, including a late-night talk show currently in development.
The network's target audience:
Both ESPN and ESPN2 zero in on young men, primarily in the 18-34 and 18-49 age groups. Recently, ESPN has been growing considerably faster than its sister network among all viewers, including young men.
“What we’re doing with [original ESPN2] programs is skewing far younger, so we’ll bring down the overall median age of the network,” explains Berson. “It’s the toughest demographic to reach, and that’s our sweet spot. With our original programming, we’re targeting more casual sports fans but they skew young as well.”
The network's ratings:
Ratings on both ESPN and ESPN2 have been good. In first quarter, ESPN was a top-10 network among all viewers in primetime. Its audience was up 14 percent over first quarter 2004. ESPN2’s audience was up 4 percent, with less than half of ESPN’s average of 1.55 million viewers.
ESPN also posted year-to-year increases among adults 18-34 and adults 18-49. ESPN2 was flat in those demos. Among men, ratings were up on both networks in primetime.
The network's competitive set:
ESPN and ESPN2 compete with multiple sources when it comes to both its live sports events and news programs. Among them are regional cable networks like Fox Sports, but also increasingly the internet and satellite radio. For example, the XM satellite radio service last year signed a multi-year deal to air Major League Baseball games.
What’s new for 2005/06:
More than a few ESPN viewers got nervous when the network launched original movies a few years back. But ratings have been strong for movies like last December’s “3,” about race car driver Dale Earnhardt, and before that, “Season on the Brink.”
The network has also built its “SportsCenter” into a flagship program, which Berson says has growing ratings. And Berson says its afternoon shows, “Around the Horn” and “Pardon the Interruption,” both talk shows with sports columnists, are generating good ratings.
All of which is to say ESPN – and ESPN2 – will continue venturing into original programs.
“It’s just an example of a top-tier network trying to expand its viewers by offering something different without alienating the core viewer,” says Brad Adgate, senior vice president and corporate research director at Horizon Media. “This is another example of leveraging what they have and building upon it.”
ESPN this summer will roll out “Teammates” on Tuesdays at 7:30 p.m., followed at 8 p.m. by “Battle of the Gridiron Stars.” The show has NFL players competing in games like obstacle courses and dodgeball.
ESPN2 will get deeper into original programs, prompted in part by the success of its morning show, “Cold Pizza.” Besides “ESPN Hollywood” the network this summer will also debut “Quite Frankly," a sports-focused talk show.
The network's upfront outlook:
As part of the Walt Disney company and tied in as they are to ABC Sports, ESPN and ESPN2 will highlight numerous opportunities for cross-platform deals, where advertisers negotiate a package that includes ads running in various media.
ESPN and ESPN2 will also tell media buyers about the addition of more regularly scheduled shows on each network’s lineup. While that strategy has so far proven successful, media buyers will be wary of the networks drifting too far from live sports.
The final prognosis:
On a scale of 1 to 5, with 5 being excellent: 4 for ESPN; 3.5 for ESPN2.
The strength of the ESPN cable networks during the upfront – and all year, for that matter – is the name recognition of the brand. ESPN is sports. Both networks also have solid ratings while the ongoing move toward original programs hasn’t yet turned off viewers.
Still, both ESPN and ESPN2 face increasing competition from multiple media types. And ESPN2’s median age, though being addressed, is a concern to media buyers.
A LOOK AT ESPN
Launched in 1979
Parent company: Disney/ABC
No. of subscribers: 89.5 million homes
Median viewer age: 38.2 years old
Average primetime viewers*: 1,550,000 people
Average total-day viewers*: 760,000 people
Avg. primetime 18-49 viewers*: 680,000 people
Avg. total-day 18-49 viewers*: 419,000 people
Target audience: Men 18-49; Men 18-34
Main competitors: Sports cable networks such as Fox Sports and other media, including the internet and satellite radio
A LOOK AT ESPN 2
Launched in 1993
Parent company: Disney/ABC
No. of subscribers: 88.4 million homes
Median viewer age: 44.1 years old
Average primetime viewers*: 604,000 people
Average total-day viewers*: 288,000 people
Avg. primetime 18-49 viewers*: 240,000 people
Avg. total-day 18-49 viewers*: 133,000 people
Target audience: Men 18-49; Men 18-34
Main competitors: Sports cable networks such as Fox Sports and other media, including the internet and satellite radio
* Nielsen Media Research, first quarter 2005