Hockey doesn’t always get a lot of respect, but its profile is rising these days with the NHL's Stanley Cup finals generating solid ratings for NBC and cable network Versus.
But even when the sport isn't getting lots of attention, it has rabid fans around the country on multiple levels, from those following professional teams to fans of college, high school and elementary school teams.
For advertisers, there’s a fairly important distinction between hockey and some other sports. The vast majority of games aren’t televised nationally, meaning fans have to attend games if they want to keep up with their teams.
That means that for advertisers targeting hockey fans their best option is often placing their messages in arenas where the teams play, whether on the ice, on panels around the rink or on TV screens in concession areas, as well as elsewhere.
And of course the advantage of the ads on or near the ice is that they will be seen by untold numbers of fans at home when games are televised.
To get your client’s message inside hockey arenas, read on.
This is one in a Media Life series on buying out-of-home venues. They appear weekly.
Fast Facts
What
Advertising inside hockey arenas where professional and amateur teams play.
How it works
Most hockey rinks handle their own sales for in-rink advertising, with design companies brought in to create the ads, though there are some companies that work with media buyers to arrange to buy across a network of rinks around the country.
There are an increasing number of ad formats available to advertisers.
What's called in-ice advertising is where the ads are buried a few inches beneath the ice but remain visible to fans sitting in the arena or those watching on TV.
Dasher ads are placed on the sideboards surrounding the arena and are the most common type of in-arena advertising.
And as with other sports, TV screens are popping up throughout arenas, where advertisers can reach fans when they step away from the game.
Too, advertisers can place their messages on overhead scoreboards and on the Zambonis that smooth the ice during breaks in the game.
Markets
Although hockey is historically most popular in cold-weather regions of the country, these days virtually every major market has ice rinks used by professional hockey teams, minor league teams or amateur teams.
Numbers
Attendance at games can range from a few hundred to several thousand, depending on the market and whether it’s a professional or amateur team. Where games are televised, viewership can reach into the hundreds of thousands and into the millions for playoff games.
How it is measured
Typically, in-arena advertising is not measured, outside of arena employees estimating the number of people attending games. However, some companies conduct research studies to determine the number of people attending games and how often these people attend games. In the case of in-arena TV, viewership may be tracked by Nielsen.
What product categories do well
Frequent in-arena advertisers include soft drinks, energy drinks and beer. But in-arena media sellers note that attending hockey games is a family activity, with mom, dad and the kids going to the arena to watch a game. As a result, movie studios and other entertainment outlets are increasingly advertising in arenas.
Demographics
The demographic makeup of people attending hockey games is a little fuzzy. In-arena media sellers say the audience is typically families and working-class adults, but when it comes to NHL games and amateur games in upscale areas it widens to include well-educated professionals.
Making the buy
Arena Media Networks, based in New York, places commercials on television screens inside arenas around the country, typically near concession stands. It is working with Nielsen to track audiences. Its rates are dependent on the arenas included.
Distinctive Designs in Newport News, Va., creates dasher ads, in-ice ads and other types of in-arena advertising primarily for advertisers making media buys directly with local arenas.
Matrix Media in Columbus, Ohio, offers advertising throughout arenas, including ads posted in bathrooms, on scoreboards and dasher ads.
Who’s already advertising in hockey arenas
Movie studios are advertising in hockey arenas. Beverage companies like Pepsi are frequent advertisers, and so are local car dealers, banks and retailers.
What they’re saying
“If you buy a package for Madison Square Garden, when there’s a Rangers game, you can have messaging targeted specifically to those fans in that building at that time,” says Corey Silverman, executive vice president of sales and marketing at Arena Media Networks.
Web site info
Arena Media Networks
http://www.arena-media.com/#/home
Distinctive Designs
http://www.ddisigns.com
Matrix Media
http://www.matrixmediaservices.com/index.php
