Nielsen’s Tom Ziangas On NCAA Tournament Advertising

Nielsen Press — Fri, 20 Mar 2009 14:15:28 +0000

Now that the NCAA Tournament has tipped off, senior vice president for Nielsen Sports Tom Ziangas talks about how important March Madness is to the CBS brand as well as the basketball tournament’s appeal to advertisers.

“The one thing you think about as far as the NCAA tournament is it’s synonymous with CBS,” said Ziangas. “I think advertisers understand that. That’s why you have people like Coke and AT&T – and even GM is actually coming back to the tournament when they pulled out of the Super Bowl. Having that cache as far as that association of the tournament to the network and bringing in that great male 18+ demographic is something that very few advertisers see, and that’s why they jump on board with the NCAA tournament.”

Watch the video for more from Tom Ziangas about advertising and the NCAA Tournament.

Sports TV Right On The Money For Bank Advertisers

Nielsen Press — Wed, 04 Mar 2009 22:28:52 +0000

The banking industry increased ad buys during televised sports events by 36% in 2008, despite an overall 10% cut on all TV buys, according to an analysis by The Nielsen Company.

Banks spent $122 million – or 18.7% of all its TV ad dollars – on sports event programming in 2008. In 2007, the banking industry spent $90 million on sports broadcasts, or 12.5% of the industry’s total TV ad expenditures

“In today’s market, the banking industry is wise to target its ads to sports audiences,” said Tom Ziangas, SVP for Nielsen Sports. “Not only do live sports provide a more engaged audience that is less likely to skip commercials, but also our data shows that sports were viewed more than any other genre in households with incomes over $125,000.”

RANK	NAME	2008 SPORTS TV $$$	2007 SPORTS TV $$$	% CHANGE
1	BANK OF AMERICA CORP	$43,858,273	$21,138,201	107%
2	ROYAL BANK OF SCOTLAND GROUP PLC	$11,272,773	$4,613,751	144%
3	CHARLES SCHWAB CORP	$8,165,118	$3,279,248	149%
4	JPMORGAN CHASE & CO	$8,086,165	$9,926,713	-19%
5	WELLS FARGO & CO	$7,873,821	$12,741,595	-38%
	TOTAL BANKS	$122,328,819	$90,097,831	36%
source: The Nielsen Company 2009

The biggest sports ad buyer among banks in 2008 was Bank of America. BoA more than doubled its sports ad buy from $21 million in 2007 to $44 million in 2008. Almost one-third of the bank’s TV ad dollars went toward sports event broadcasts.

The Royal Bank of Scotland had the second-most sports expenditures among banks with a spend of $11.3 million. That’s 140% more than RBS spent on sports in 2007, even though the company’s overall TV ad spend stayed relatively flat.

Nielsen Wire » Tom Ziangas

Nielsen’s Tom Ziangas On NCAA Tournament Advertising

Sports TV Right On The Money For Bank Advertisers