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One-Show-Fits-All Super Bowl Is Being Cut Into Tailored Telecasts
The Super Bowl is often called the Big Game, but TV networks and advertisers are trying to create something smaller -- simulcasts tailored for niches
These niche telecasts “entice brands that either aren’t willing or haven’t the desire to reach that many people and spend that much money in one fell swoop,” says Matt Sweeney, chief investment officer of GroupM U.S., the large media-buying operation owned by WPP. Univision won’t get the audience that CBS will, he acknowledges, but being in the Spanish-language broadcast “is just bringing some credibility to our brand, and I think that’s important as well.” Experian has taken an ad that was in English and redubbed it with Spanish narration. Indeed, alt-casts are gaining traction across the sports world.. At ESPN, Peyton and Eli Manning have pioneered a “Monday Night Football” alternative that offers a friends-at-the-bar atmosphere.
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