Sports Marketing 2.0 | Pat Coyle

Optimedia just released another Content Power Ratings, this time focused on Sports. The report details the multi-media performance ranking of major sporting events in the US over the past year. The report is based on a mix of numbers: television ratings, streaming online video, Web traffic, mobile views, press coverage and word of mouth.

Notice in the (blurry) chart below that the Olympics was #4 in overal TV audience, but climbed to #1 in Content Power Rating on the strength of non-TV audience and buzz. As you scan down the list, note other properties that gained ground via non-TV exposure. The NHL Stanley Cup, Tour de France, Pro Wrestling, and US Open Tennis all ranked much higher on the Power Ratings than on TV alone .

Some properties went the other way, rating lower on the Power Ratings than they did on TV. College football bowl games, US figure skating and horse racing are good examples.

You can read about the methodology behind these ratings by visiting here; but if you really want to learn more, you should come to the Sports Marketing 2.0 VIP Summit on October 16 in New York, where you can meet some of the folks behind the numbers

One of our Sports 2.0 VIP Summit panelists, Greg Kahn, is quoted in Optimedia’s press release:

Optimedia’s Director of Strategic Resources Group, Greg Kahn, added, “We are as interested in the broad appeal and engagement value of sporting events as we are in the size of the audiences being delivered for one particular telecast. The Content Power Ratings system allows advertisers and sponsors to assess the true commercial value of these important sports properties.”

Now that I think of it, we’ll also have Lauren Pasquale, Director of New Media, from the US Olympic Committee as well as representatives from the NHL, USTA and others in the house at our Summit…so our discussion about fan engagement and measurement strategies should be great.

The first edition of the Content Power Ratings was released back in March. Read it here.