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MLF/FLW Insight from today #13406732 01/16/20 10:22 PM
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Mark Jones Online Content OP
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Many of you here are aware that our agency manages work for both endemic and non-endemic brands in the outdoor space. I thought I'd share some information provided today on the MLF all sponsor call. This is a monthly recurring call for various sponsors and partners to get updates and details related to the Tour, TV, digital, events, activations etc. I asked to be able to share this here, so those of you that are interested can have some real insight rather than read all the speculation and conjecture that happens on the forums day to day. None of what I'm sharing today is confidential at this point.

Before anyone posts that numbers can be manipulated, these are numbers provided by Nielsen. To be clear, I'm not here to debate this with anyone or convince you that one format is better than the other. Just sharing some facts.

New MLF Sponsors

Black Riffle Coffee
ARE Truck Caps
Grundens
Hardcore Baits
Railblaza
Z Man

New FLW Sponsors

Four Wheel Parts
Tin Cup Whiskey
Favorite Fishing
ARE Truck Caps
B&W Hitches
Covercraft
Lucas Oil
Grundens
Mossy Oak
Phoenix Boats
Railblaza
Wiley X
Bio Baits

There's several more to come that are in the works and will be announced soon. To say that they've impacted the sponsorship and revenue for FLW is an understatement. It's a dramatic increase and improvement.

FLW Fast Start

Rayburn (Cowboy) had the largest season opening field in the 20+ years they've kept the records for FLW.
BFL entries are up 90% year over year as of 1/13

Bass Pro Tour Ratings on Discovery

Bass Pro Tour Discovery Q3 run averaged 210,000 viewers up 39% over the MLF Q3 on Discovery
The average audience is up 30% from the same time slot last year on Discovery
The average audience is up 20-30% across all demos from same time slot

Quote from Careco "The Bass Pro Tour finished up as Discovery's highest rated outdoor show ever in the 3 years since it's been running outdoor programming. The Bass Pro Tour in Q4 out delivered the outdoor average and MLF in Q3 by over 40%."

Bass Pro Tour Rating on CBS - Inside the Bass Pro Tour Dec 15th

1.1 HH Rating
1,608,000 Viewers
1,364,000 Homes
Highest rating for a fishing TV show ever.

Most of you already know but they broke down the new format adjustments and how they plan to improve on their coverage based on market feedback.

There you go. Take it for what it's worth.


Bass Fishing Ad
Re: MLF/FLW Insight from today [Re: Mark Jones] #13406782 01/16/20 10:48 PM
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Thanks for sharing Mark. Interesting to see the business side of things.


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Re: MLF/FLW Insight from today [Re: Mark Jones] #13406788 01/16/20 10:53 PM
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I’m not bashing this or anything but I honestly I have never heard of more than half those sponsors

Re: MLF/FLW Insight from today [Re: Mark Jones] #13406848 01/16/20 11:38 PM
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I was a Nielsen box contributor for many years. I know those numbers are based upon the box translating the show to the television. That said, repeats on the same day count as equal to first runs. So....if the show is aired twice per day, and the channel isn’t changed during that time, it counts twice. Nielsen ratings are not the be all end all to a shows true accountability of viewership.

Thanks for sharing the information though. It’s intereting.


Eat. Sleep. Fish.
Re: MLF/FLW Insight from today [Re: Mark Jones] #13406907 01/17/20 12:36 AM
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Ok

Re: MLF/FLW Insight from today [Re: Mark Jones] #13406924 01/17/20 12:51 AM
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Thanks for the info.

Re: MLF/FLW Insight from today [Re: Mark Jones] #13406930 01/17/20 01:00 AM
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I used to like to watch the tournament fishing shows. However since all the guys started acting like a bunch of idiots I will change the channel when one comes on now. The guys saw iconnelli getting some attention when he acted like a run over dog so they thought they could get more attention if they acted like he did. Not for me.


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Re: MLF/FLW Insight from today [Re: Mark Jones] #13406931 01/17/20 01:00 AM
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Thanks Mark - I really appreciate your info, but honestly i expected to see some big non-endemic's new for 2020.. I will openly admit that i dont know the industry, but this seems underwhelming.. i could be completely wrong

Re: MLF/FLW Insight from today [Re: Mark Jones] #13406932 01/17/20 01:00 AM
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Thank you,

-Your Friendly Local Public Relations Department! cheers roflmao

This is all POSSIBLY (hell, probably) good news for MLF/BPT. Time will tell as always.


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...and down goes PhotoBucket with the new Terms of Service... I predict they will be out of business or begging for forgiveness inside a month. 6/30/2017
Re: MLF/FLW Insight from today [Re: RMOROTT21] #13406955 01/17/20 01:21 AM
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Originally Posted by RMOROTT21
I’m not bashing this or anything but I honestly I have never heard of more than half those sponsors


The only true non endemics on the lists are Black Rifle Coffee and Tin Cup Whiskey. All the rest have a direct tie to the outdoor/fishing industry. The back story on Black Rifle Coffee is a great one. I met a couple of them at the NRA convention in Ft. Worth.

Black Rifle Coffee Company

Tin Cup Whiskey


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Re: MLF/FLW Insight from today [Re: RMOROTT21] #13407057 01/17/20 02:55 AM
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Originally Posted by RMOROTT21
I’m not bashing this or anything but I honestly I have never heard of more than half those sponsors


I think that’s the point of sponsoring or advertising. To be in front of people that don’t know who you are or to reinforce your brand for those that do know you. Not much to gain by advertising to a bunch of people that already are familiar with your brand.

You’ve heard of them now.

Re: MLF/FLW Insight from today [Re: Mark Jones] #13407071 01/17/20 03:12 AM
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Well thx for pointing that out boss guess I have heard of them now and prolly last time I will hear of them

Re: MLF/FLW Insight from today [Re: RMOROTT21] #13407086 01/17/20 03:27 AM
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Originally Posted by RMOROTT21
Well thx for pointing that out boss guess I have heard of them now and prolly last time I will hear of them


I don’t think they advertise on NPR, so, yes it’s could be the last time you hear of them.


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Re: MLF/FLW Insight from today [Re: Mark Jones] #13407122 01/17/20 03:51 AM
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Why not I thought that might be how mlf advertises since they are growing the sport and all

Re: MLF/FLW Insight from today [Re: Mark Jones] #13407132 01/17/20 04:04 AM
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As someone in TV business and that works with TV ratings on a daily basis, I can tell you the numbers seem decent on CBS for their time slots and pretty good given it’s a fishing show. The outdoor channel numbers are likely pretty good given their very limited distribution.

Also for the comment about having a Nielsen box. The company has three different methods of gathering data and most recently started using return path data, aka buying viewing data from Dish. Also these should be average program ratings. I hope they are not adding ratings together from two different airings. They should either average or provide the numbers separately

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