Official Blog

Posts tagged “arts

Seven Years Into the MMA Boom and The 18-35 Male is Seven Years Older

There has been a lot of talk about The Ultimate Fighter show and a lot of it has been kind of negative. If you look at the series with less angry eyes you will see that any show that can last 16 seasons is a successful series. NBC’s ‘Cheer’s’, one of the most successful series ever, ran 11 seasons. “The Ultimate Fighter’ (“TUF”) first aired in 2005 and is on its 7th year of being on Television going on its 16th season in the US and 2nd season Internationally. The show is now growing internationaly, in its second season in Brazil.

This got me thinking, many say the first season of TUF triggered the explosive growth that led many to claim MMA is one of the fastest growing sports in the US.. TUF and other UFC Televised fights were rating successes in the male 18-35 demographic. Marketers are still talking about how MMA is a hit with males 18-35 and by all indications growing in popularity amongst females in the same demographic. This is what the advertisers are focused on. This valuable demographic has a history of being “elusive” and has been since the early 2000’s. But it’s been seven years since the Boom of MMA, the ’18-35′ of 2005 is now ’25-42′. Who is focusing on the 25-42M demographic that helped kick start this sport? Or for that matter the early adopters of the sport: the 30-55 Male?

As the sport matures and the fan base increases within the core demographic, brands should not lose sight of the fans that helped create the early iconic brands of the sport. As we age (yeah I am one of them) so do our tastes. However we still like a lot of the same things we used to like. Most of us are passionate about the sport and that passion stands the test of time. We are the demographic that gave this sport its legs and made sure it was able to run.

Look no further than the American Express retirement commercials from the late 90’s and today to see how sophisticated brands are shifting their message. They have gone from showing gray haired grandparents quietly puttering in their flower gardens to ‘salt and pepper’ youthful looking, yet older people out in the world on adventures with sky diving, snorkeling and enjoying their retired life. American Express knows that different generations age differently and wish to be advertised to differently.

I recently turned 40 and I do not think I would wear many of the current MMA brands myself. I like my tee shirts and Chuck Taylors like most guys my age, but no foil, wings or skulls with swords in the eye sockets are going to look right at my kids parent teacher conference.

The MMA specific brands need to remember the people that bought the products that built 100 million dollar companies are getting older and we still have money to spend if you want to make products we can use. For every core demographic there are secondary demographics of younger and older fans. One thing that can’t be ignored is that these fans are getting older as the sport matures and branding and message should be adjusted to continue to reach them.

Below you will find a pretty interesting infographic that shows the habits of the Generation Y or Millennium Generation. Let us know if you agree or disagree.

Jason Genet


Where Is the Brand Activation for Cain Velasquez and Junior Dos Santos Sponsors?

UFC on Fox Sponsorship Activation Non-Existent Leading Into Their UFC Heavyweight Championship Bout

We keep waiting and waiting but it never comes.  This next weekend marks one of the biggest events in Mixed Martial Arts history and yet there is little to no activation.  Since it is obvious that most of the MMA industry does not seem to understand what that word means, here is a brief description:

“Activation includes events, promotions, retail display, outdoor, digital, CRM (customer relationship management), direct, and other such services.”

Why have these athletes and their agencies missed the boat?  Is it because the UFC  has strict guidelines against any ambush marketing for this Fox debut?  Or have the managers of Dos Santos and Velasquez failed at executing on this tremendous opportunity?Even the brands that have been supporting Cain Velasquez from the start of his career, before his fame and before the championship belt have not made the push to connect their brand to the upcoming event.  Aren’t they hoping that the wider reach will sell more shirts?  Is this not the opportunity of a lifetime for Dethrone?  They invested heavily into Cain and having Cain at the forefront of their marketing long before he was a star.  Shouldn’t they be connecting the dots?I know it is a bad economy.  That excuse only flies here in the United States.  The UFC and Cain’s management have gone to great lengths to sell Cain as a Hispanic fighter (even ignoring the fact that he was born in the US) yet where are the Hispanic brands?  There was no housing bust in Mexico.  As a matter of fact a lot of the money from the housing boom here in the US was sent back to Mexico.  So where are the Mexican brands?

The endemic brands are not taking credit or touting the investment made and their success of that investment and the non-endemic brands that have signed on are not activating leading up to this historical event.  Why not?  What am I missing?  Is this not a dream come true?

Look at how well Anderson Silva is doing in his home country of Brazil.  He is landing marquee deals with Nike and Burger King.  Junior is a very likable and marketable guy, especially in Brazil.  Both Mexico and Brazil would be ecstatic to have their Countrymen as the reigning UFC Champion.  Yet it appears that nothing is happening.  If it is happening and the activation is coming post the event, then that is just a recipe for disaster.

We are never going to attract the NASCAR type of sponsors if what we call marketing is ironing a decal on a pair of shorts.  Here at Ingrained Media we have brought in main stream electronic companies, main stream boating companies, large auto manufacturers, drink companies, huge musical talent and more.  We have brought them into the sport of Mixed Martial Arts.  Provided them with activation and total marketing solutions.  All of these companies expected activation and marketing solutions that went above and beyond logo placement.  That is why we have talent on the preliminary cards getting bigger name sponsorship deals then most of the main card talent.

MMA Athletes are not commodities and these opportunities that are being created by others (mainly Zuffa) can be life changing events.  What does it matter if you are fighting for the UFC Heavyweight Belt, if the guy you beat is busy counting his cash, paying off his homes (yes homes) and cars?  What is the actual goal?  To be a World Champion or to be able to support your family and not be in the struggle?  I would rather have my talent be rich than famous.  The sad part of the UFC on Fox event is that you could actually have both.  These managers or agents had an opportunity to change the lives of their fighters, open flood gates for their talent, and the future of the sport. They have not done that and I guess I just do not understand why.

Jason Genet
UPDATED 11-18-2011 – The UFC on Fox has came and gone.  I wanted to update my post a bit to reflect what we saw in the way of sponsorships.
Cain- Cain had a lot of the same sponsors as his previous fight.  Milwaukee Tools, Oak Grove, Dethrone, MicroTech, BSN, LUGZ and a few others.  These sponsors are feeling the pinch of not taking advantage of the opportunity.  There will always be a loser so that is why activation is so important.  Not only will there always be a loser but sometimes the fights are so boring that both fighters come out as losers.  These sponsors had months to promote Cain and keep him active with the Brand.  That is especially true for an athlete that is off due to injuries.  LUGZ who is a Urban shoe company has been sponsoring Cain and other MMA fighters for many years.  They were the only Brand with visible pre-fight activation.
JDS- Junio had Gillette from Brazil.  Gillette is a long term Zuffa sponsor and I am not sure if the two are tied together.  Most brands like Nike or Gillette have international divisions that usually run somewhat independent from the US Brand.  That is likely why we did not see any activation from Gillette here in the US.  This was likely the Brazil division and I am sure they had the activation going in Brazil as they are a major Brand.  Actually it appears that 100% of Juniors sponsors were Brazilian based companies.  In the end it seems like a smart move for a guy who is a hero in his home country and n0t to mention the 22 million viewers that tuned in to watch the fight.
Juniors camp did a great job targeting a lucrative and virtually untapped market.
FOX TV Rating Notes:

- If you combine the FOX and FOX Deportes telecasts (one in Spanish, one in English), it would have received close to a 3.5 rating with 6.2 million viewers and a peak of 8.8 million and a M18-34 rating of 4.7. It is believed a peak close to 9 million was achieved combining both.

- The 4.3 rating in Males 18-34 beat every college football game this season except the LSU vs Alabama game on CBS.

- The 4.3 rating in Males 18-34 beat 65% of the playoff and World Series baseball games this season on FOX.

- The 4.3 rating in Males 18-34 was the third highest rated television show of the year for FOX Deportes.

- The show drew 1.7 million women over the age of 18.

- The median age of viewers for the telecast was 35 years old.

- The 5.7 million viewers was the most watched fight in broadcast on US television since HBO’s Lennox Lewis vs Vitali Klitschko back in 2003

- UFC programming delivered a total of 6.7 million impressions across all FSMG television networks.

- The peak of 8.8 million lasted as long as the fight did, which was 1 minute (fight started at 9:40 pm).

- By 9:45 pm, the viewership had dropped to 5.9 million. Kimbo Slice vs James Thompson peaked at 6.51 million and lasted for 10 minutes and 38 seconds. (Sports Illustrated) … about 25% of the audience had left at the end of the main event.

- UFC on FOX began with 5.2 million viewers and dipped as low as 4.4 million before viewership started to climb around 9:36 pm, as the fighters were starting to make their way to the Octogon. (Sports Illustrated)

Brazil Ratings on TV Globo:

- The event peaked at 22M viewers in Brazil, and during the fight (1 minute), it reached a 20 rating and a 52% share (percentage of homes with TV’s). The ratings were above average for a Sunday morning. (Globo)

-Jason Genet


Welcome

Welcome to the Ingrained Media blog.  We are excited to share our vision through this blog.  We will be blogging about marketing, advertising, social media, and brand building.  We are passionate about marketing and sports.

The Brands we represent are some of the best in the World.  They are forward thinking and we are proud to be associated with them.  We will share some of our success stories and of course our failures along the way.

We also represent some World Class athletes in various sports included in this group is World Champion UFC stars and PRCA Cowboys.  Our clients come first in everything we do.

 

Jason Genet

Founder


Follow

Get every new post delivered to your Inbox.