Ever wonder what a drop in is? Then drop everything and watch this new video from NFL Films… specifically the portion that starts at the 3:14 mark.
It’s a must-see for anyone who wants to know more about the proud tradition of On Air Promotion within CBS Sports broadcasts.
The video highlights the genius of the late Pat Summerall, whose on air announcements during NFL Football on CBS “resonated almost as much as the football history unfolding on the field.”
Today, in-game promos continue to deliver invaluable impressions thanks to their unique proximity to live sports action. And the sportscasters who “drop in” these 10-second messages take them as seriously as the marketing directors who craft them.
Here I am in the booth with Jim Nantz at the Patriots/Steelers game on November 3, 2013 reviewing the blue cards containing the all-important copy football fans would be anticipating throughout the game to come. “These are the most important things you’ll read today!” I remind him.
In-game promos remain as important as ever to the success of our primetime shows. As we look forward to those we will hear this coming Sunday, take an enlightening look back at how they evolved and hear some interesting insights from those who remember them best.
Click here and skip to 3:14
The times they are a changing.’ Consumers have more control over how and when they watch TV than ever before. The result is big shifts in behavior and how the business of television operates and measures itself.
A new report from CBS Research revealed that the premiere week audiences for CBS megahits NCIS and THE BIG BANG THEORY each grew over 30% to 26 million viewers once 30 days of multiplatform viewing (DVR, VOD and online streaming) was factored in. By similar measures, freshman series THE CRAZY ONES grew over 50% to 23.53 million viewers and MOM grew 72% to 13.77 million viewers.
These massive viewership lifts show why the industry needs to look at the new season differently. Multiplatform viewing means more ways for more people to discover and engage with our content over longer periods of time. For marketers, it means adapting our launch strategies and extending our promotional pushes to account for delayed viewing. Live ratings results show only part of the overall viewership picture. Yet, no matter how you tabulate it, CBS shows continue to be among the most watched shows across all platforms.