MediaCensus RealNumbers: Sporting ... or Not?
Today we're gonna talk sports. More specifically Golf Channel, ESPN2
, ESPN Classic
, Outdoor Channel, Sportsman Channel
, Tennis Channel
. (They're all represented here but we're not going to tell you who's who on the chart ... and they're not in alphabetical order either. So you're going to have to guess all on your own.)
The object here is to demonstrate that not all sports networks are created equal. With sports packages adding another $10+ to a monthly bill which many consumers consider to be too high already, the goal for any network is to get in the lowest level, least expensive, most highly distributed package available. That's the goal, but what's reality? How are networks packaged across providers and markets? Is there a way to find out many subs are in each of those packages as well?
Yes, Virginia ... we have an app for that.
Using our handy Network Packaging product, the latest cool tool from MediaCensus
(a part of The Morning BRIDGE
), we took a look at the seven sports channels listed above across the top 14 MVPD universe. We asked what percentage of subscribers for each of these is on an MVPD "Sports" package ... and what percentage might be anything other than a Sports package (noted on the chart as "Other"). What we discovered is that most of these well known sports channels are NOT getting the majority of their subscribers from a special Sports tier. In fact, some sports networks get hardly any subscribers from a Sports tier. Even though most MVPD have Sports tiers, the MVPD would rather encourage the consumer to buy a bigger package than to just add a single tier. AT&T U-verse
, for example, bundles the sports package networks (along with the rest of the kitchen sink) into the U450, their top-of-the-line offer, so many of the subscribers to sports networks are coming from the U450. This is good for AT&T and is most likely good for the networks as well.
For a free report showing penetration rates of Sports Packages for the top providers in the top DMAs, OR for more information, contact Robert Lehmann at firstname.lastname@example.org