October 22nd, 2008
Economy Makes Fox Ad Enhancements More Appealing
By Michael McCarthy
USA Today
When Fox game announcers Joe Buck and Tim McCarver chat about a free taco giveaway or Jim Carrey’s upcoming movie during their coverage of the 2008 World Series, it won’t be a coincidence. Fox is offering several advertisers in-game “enhancements,” or product mentions, during the live-game portion of the telecasts.
In a slumping economy, sponsors want to augment their traditional 30-second spots with co-starring roles in one of the best forms of reality programming: live sports. Telecasters offer in-game enhancements as a lure, and reward, for big advertisers.
Watchdog group Commercial Alert warns the “blatant huckstering” is transforming games into “cheap and gaudy vehicles for corporate marketing.” But Fox says it has received no complaints for previous enhancements in Major League Baseball, NASCAR and Bowl Championship Series coverage. “Our pact with the viewers is very basic: We bring you championship events like the World Series, Super Bowl and BCS Championship Game,” says President Ed Goren. “All we ask you to do is watch the commercials. In today’s environment, that’s a darn good deal.”
MLB has rules about enhancements, says executive vice president Tim Brosnan. They can’t interrupt the flow of the game, they have to be tasteful, and they’re offered only to existing sponsors. “It’s not like they’re for sale at the five-and-dime,” Brosnan says. “Enhancements only come to advertisers that have made a commitment to the broadcast — and the sport.”
Fox is charging around $400,000 for 30-second spots during the World Series. The NFL doesn’t permit enhancements, says Tim Spengler, president of Initiative USA, a media buyer. MLB’s acceptance of them “is a way for (advertisers) to get into serious playoff sports.”
Before Wednesday night’s Game 1, pregame host Jeanne Zelasko detailed Taco Bell’s “Steal a Base, Steal a Taco” promotion. As it did last year, it offers customers nationwide a free taco for the Series’ first stolen base. Buck and McCarver were set to mention upcoming movies from Warner Bros. in the sixth or seventh inning: Carrey’s Yes Man and Vince Vaughn’s Four Christmases. Chevrolet, Ford, Sprint, Verizon and DirecTV also had enhancements set.
TBS similarly worked sponsors Blackberry and Sharp Electronics into its postseason coverage. But Turner Sports’ John Diament says on-air talent doesn’t get paid extra to participate in the promos. “Viewers are smart: they’re offended if they see something that doesn’t feel natural,” he said.