The Age – Citi analyst David Kanyes, for example, estimates that Nine will lose $20 million to $30 million a year on its tennis coverage, which is narrower than the $50 million per year he estimates it loses on cricket.

Summary

  • Citi analyst David Kanyes, for example, estimates that Nine will lose $20 million to $30 million a year on its tennis coverage, which is narrower than the $50 million per year he estimates it loses on cricket.
  • This ‘Halo effect’, one of the hardest concepts among analysts to quantify, is the notion that the benefits of sport to a network go beyond the advertising booked against the coverage of it.
  • Photo: EPANetworks can advertise heavily during summer sports coverage, which attract large audiences, in a bid to generate interest in other shows that will air during the official ratings season, beginning in February.
  • CBS’s strong position in the US is, at least in part, explained by its sports coverage, including the US Masters golf tournament, and some NFL and college football games.
  • The importance of sport to broadcasters in the US was explained in a note last week by Pivotal Research analyst Brian Wieser.


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