Monday morning started early for NAB Show attendees at the AWM Breakfast panel. The Alliance Women in Media gathered experts to discuss the “Business of Multiplatform Sports,” delving into the evolving landscape of sports media where women now drive growth.
Gray Television Co-CEO/President Pat LaPlatney kicked off the discussion by highlighting the democratization of media, emphasizing that athletes now have more avenues beyond traditional media to extend their brands. Skyview Networks Chief Revenue Officer Jeanne-Marie Condo echoed this sentiment, noting that fan interactions have transcended live games, with digital platforms capturing moments throughout the off-season.
Beasley Media Group Boston Market Manager Mary Menna spoke to the heart of the industry, pointing out that passionate fans are essential.
Audacy VP of Digital Business Operations Carlson Mozdiez remarked on the lowered barriers to entry in podcasting, allowing for broader voices in the industry. He observed that while some fans may crave an entire show, others are satisfied with just the highlights, which is the beauty of multiplatform – it can provide both.
Condo also addressed the crucial link between advertisers and audience vibes, citing the importance of aligning with fan profiles across different sports for impactful advertising relationships. Menna raised a practical point about the complexities of multiplatform monetization, such as navigating Terms of Service on third-party platforms. For example, sometime bumpers can trigger demonetization one YouTube due to rights issues.
The conversation also focused on maximizing connections between teams, brands, and fans through digital channels, as Condo pointed out. Mozdiez stressed the importance of educating partners on multiplatform benefits and tailoring messages to specific platforms, ensuring coherence throughout the production chain.
Adding to the diversity angle, Menna highlighted how multiplatform channels are fertile grounds for discovering diverse talent, where a phone, creativity, and a following can catapult someone into the spotlight. The panelists agreed on the need for greater support for women in sports, with Condo calling for more focus on the significant number of female fans attending games independently or in groups.
Condo pointed out that advertisers are keen on sponsoring the journey of an athlete, from Olympians to rising stars, finding value in early investments. Menna added that individual personalities’ social media followers can often surpass their weekly radio listenership, underlining the power of personal branding.
In closing, Mozdiez reminded the audience that talent should be thoroughly informed about the multiplatform strategy, rather than being given mere minimum requirements, to ensure the success of the content and its reach.
Chesley Maddox Dorsey, Debra O’Connell, Sarah Foss, Heather Cohen, and Becky Brooks
