Tag: "Seattel Mariners"

“Situational Baseball Return Liners” Maximize Play-by-Play Promotional Potential

| May 28, 2013

By Chris Pendl
BONNEVILLE SEATTLE
Creative Director

SEATTLE — If you’ve made the investment on play-by-play sports on your station, it’s important to maximize the return on your investment by trying to recycle that audience to another day part on your station.

Arbitron tells us that MLB drives cume increases anywhere from 50%-65% on flagship stations when the baseball season starts.  This influx of audience is one of the reasons we pay rights fees, share revenue, or give up inventory to carry this programming. In a climate with little or no external marketing dollars, I’ve often joked that our promotional time within baseball play by play is the closet thing we’ll get to an interstate billboard or TV campaign.

A few years ago in Seattle, we decided to take a different approach to how we used our in-game promotional inventory during Mariner broadcasts.  We wanted something that was more dynamic than a recorded promo — something that cut through and made the listener feel like someone was watching the game with them.

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