Summary
Little does Major League Soccer (MLS) know that one of its methods of advertising on television will not only be revolutionary to the sports industry but also to television in general. Soccer hardly seems cutting edge here in America, where the most popular nationwide sports reap the majority of their incomes through television-based promotions and related consumer viewership. MLS, since starting off as a fledgling American soccer league in 1996, has faced endless battles for viewership as well as the ongoing searches for additional financial revenue that results from high ratings and in the process has been a pioneer in scraping the bottom of the barrel for incremental ad revenue. The league has in effect provided a template from which other sports and the rest of television can copy and prosper.
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Extract
'The Origins of Computer-Generated Ad Placement in Televised Sports Broadcasts and Its Relevant Impact to Future Network Telecasts'
Standard breaks in the action during the traditional American sports like basketball, football, and baseball have in the past made it quite easy for advertisers to squeeze in their pricey 30 second sports from the likes of Reebok and Anheisuer-Busch. Major League Baseball (MLB) works in its commercials cozily inbetween each half inning, as well as during pitching changes. The National Basketball Association (NBA) inserts its commercials during the quarter breaks, during timeouts, and during after automatic "television timeouts" following a dead ball- this occurs if a certain amount of time has elapsed without a break in the action. Finally, the American mega-sports giant...
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