Promoting the Network Brand: An Exploration of Network and Local Affiliate On-Air Promotion during the Super Bowl, 2001–2006

Abstract

The audience for the Super Bowl is a diverse one, both in terms of demographics and psychographics. Such a diverse captive audience presents an opportunity for the networks and affiliates to showcase the best programming they have to offer. They do this by airing on-air promotions during the telecast. This research analyzes the promotions aired over six years to explore how the different networks and local affiliates present their brands. The most important result, that the significant difference is really between the networks and the affiliates, is interesting given that it undermines the point of branding: differentiation. In an era where networks are faced with more intense competition from other networks and cable television, it is interesting to note that the two do not offer significantly different on-air promos.

KEYWORDS:

• branding
• corporate identity
• network promotion
• sports
• Super Bowl

Notes

∗Source: Super Bowl 2^nd-most watched show ever. (2006, February 7). msnbc.com.

∗∗Source: ‘Magic fridge’ of Bud Light ices an advertising win. (2006, February 6). usatoday.com.

∗∗∗Source: Super Bowl ratings up 1 percent. (2003, January 27). cnnsi.com.

∗∗∗∗Source: Super Bowl Ratings Down From ‘04. (2005, February 7). cbsnews.com.

∗Numbers rounded to nearest whole number.

∗Significant at the .05 level.

1. The first Super Bowl is the only one to have been broadcast by two television networks simultaneously. At the time, CBS held the rights to nationally televise NFL games, while NBC had the rights to broadcast AFL games. Since the Super Bowl was a result of the merger between the two leagues, both networks were given the right to air the game. (Super Bowl 1. Wikipedia. Available online at http://en.wikipedia.org/wiki/Super_Bowl_I).

2. The DMAs for each of the years under study reflect the area's DMA as of the 2004-2005 television season, which began on September 24, 2005. DMAs are according to Nielsen Media Research.