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MLF/FLW Insight from today
#13406732
01/16/20 10:22 PM
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Joined: Oct 2011
Posts: 3,333
Mark Jones
OP
TFF Team Angler
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OP
TFF Team Angler
Joined: Oct 2011
Posts: 3,333 |
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.
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Re: MLF/FLW Insight from today
[Re: Mark Jones]
#13406782
01/16/20 10:48 PM
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Joined: Jun 2011
Posts: 4,845
H2O Seeker
TFF Team Angler
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TFF Team Angler
Joined: Jun 2011
Posts: 4,845 |
Thanks for sharing Mark. Interesting to see the business side of things.
Grateful for every sunrise and sunset I get to witness. - Jason
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Re: MLF/FLW Insight from today
[Re: Mark Jones]
#13406788
01/16/20 10:53 PM
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Joined: Mar 2009
Posts: 881
RMOROTT21
Pro Angler
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Pro Angler
Joined: Mar 2009
Posts: 881 |
I’m not bashing this or anything but I honestly I have never heard of more than half those sponsors
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Re: MLF/FLW Insight from today
[Re: Mark Jones]
#13406848
01/16/20 11:38 PM
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Joined: Nov 2014
Posts: 23,176
SteezMacQueen
TFF Guru
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TFF Guru
Joined: Nov 2014
Posts: 23,176 |
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.
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Re: MLF/FLW Insight from today
[Re: Mark Jones]
#13406907
01/17/20 12:36 AM
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Joined: Aug 2005
Posts: 6,767
slim 285
TFF Celebrity
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TFF Celebrity
Joined: Aug 2005
Posts: 6,767 |
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Re: MLF/FLW Insight from today
[Re: Mark Jones]
#13406924
01/17/20 12:51 AM
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Joined: Aug 2009
Posts: 1,167
IIIMag
Extreme Angler
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Extreme Angler
Joined: Aug 2009
Posts: 1,167 |
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Re: MLF/FLW Insight from today
[Re: Mark Jones]
#13406930
01/17/20 01:00 AM
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Joined: Aug 2006
Posts: 3,980
machinist
TFF Team Angler
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TFF Team Angler
Joined: Aug 2006
Posts: 3,980 |
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.
I fish on the edge and stay out of the middle
99 BassCat Jag w/225 Merc Optimax Retired TXU Outage Manager
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Re: MLF/FLW Insight from today
[Re: Mark Jones]
#13406931
01/17/20 01:00 AM
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Joined: Jun 2011
Posts: 169
boyd1002
Outdoorsman
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Outdoorsman
Joined: Jun 2011
Posts: 169 |
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
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Re: MLF/FLW Insight from today
[Re: Mark Jones]
#13406932
01/17/20 01:00 AM
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Joined: Jul 2011
Posts: 4,079
David Burton
TFF Team Angler
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TFF Team Angler
Joined: Jul 2011
Posts: 4,079 |
Thank you, -Your Friendly Local Public Relations Department! This is all POSSIBLY (hell, probably) good news for MLF/BPT. Time will tell as always.
David Burton 2015 Skeeter FX 21 +Ultrex +Helix 12 (x3) +Mega360 +MegaLive
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Re: MLF/FLW Insight from today
[Re: RMOROTT21]
#13406955
01/17/20 01:21 AM
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Joined: Jun 2011
Posts: 4,845
H2O Seeker
TFF Team Angler
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TFF Team Angler
Joined: Jun 2011
Posts: 4,845 |
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 CompanyTin Cup Whiskey
Grateful for every sunrise and sunset I get to witness. - Jason
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Re: MLF/FLW Insight from today
[Re: RMOROTT21]
#13407057
01/17/20 02:55 AM
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Joined: May 2008
Posts: 610
criglizard
Pro Angler
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Pro Angler
Joined: May 2008
Posts: 610 |
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.
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Re: MLF/FLW Insight from today
[Re: Mark Jones]
#13407071
01/17/20 03:12 AM
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Joined: Mar 2009
Posts: 881
RMOROTT21
Pro Angler
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Pro Angler
Joined: Mar 2009
Posts: 881 |
Well thx for pointing that out boss guess I have heard of them now and prolly last time I will hear of them
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Re: MLF/FLW Insight from today
[Re: RMOROTT21]
#13407086
01/17/20 03:27 AM
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Joined: Dec 2003
Posts: 2,925
emorydog
Extreme Angler
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Extreme Angler
Joined: Dec 2003
Posts: 2,925 |
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.
weber
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Re: MLF/FLW Insight from today
[Re: Mark Jones]
#13407122
01/17/20 03:51 AM
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Joined: Mar 2009
Posts: 881
RMOROTT21
Pro Angler
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Pro Angler
Joined: Mar 2009
Posts: 881 |
Why not I thought that might be how mlf advertises since they are growing the sport and all
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Re: MLF/FLW Insight from today
[Re: Mark Jones]
#13407132
01/17/20 04:04 AM
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Joined: Jun 2014
Posts: 637
LakeForkGroupie
Pro Angler
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Pro Angler
Joined: Jun 2014
Posts: 637 |
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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