Fever Pitch: Half of Turner's UEFA soccer deals include out-of-home guarantees
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After months of quietly piecing together TV ad sales deals incorporating out-of-home audience measurement, Turner Sports is now prepared to make the recently-adopted ratings metric a much more integral part of its negotiations with advertisers.
According to Lorie McCarthy, senior VP and general sales manager of Turner Sports, the company is increasingly cutting deals with advertisers that include guarantees based on both traditional linear TV ratings and out-of-home deliveries. Clients particularly have been interested in kicking the tires on Turner’s new UEFA Champions League package; since McCarthy and her team began started pitching the 46-match soccer showcase earlier this year, more than half of those deals have been transacted against ratings estimates that include the out-of-home audience.
Now in its second week of covering the UEFA Group Stage matches, TNT’s most visible soccer supporters include Geico, AT&T, Expedia, Quicken Loans, Carl’s Jr., Progressive and Fruit of the Loom. (Geico is the official pregame sponsor of TNT’s UEFA telecasts, while AT&T is backing the halftime show. Ad frequency estimates courtesy of iSpot.tv.) Given that TNT’s four weekly UEFA matches will air well outside of prime-timematch days are Tuesday and Wednesday, from 1 p.m. to 5 p.m. ETadvertisers may expect to enjoy a considerable ratings lift thanks to European football enthusiasts who duck out of the office to catch up on the action at their local pub.
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