The Los Angeles sports market never sees a dull moment.
The city is a constant buzz of fanfare and entertainment. With all of the potential star power that exists within teams and their respective players, it is a perfect opportunity for companies and brands to take advantage of marketing towards an engaging and enthusiastic fan base.
Yet, with so many different teams within the market, as well as the constant improvement to the cable and streaming services, how does a brand differentiate itself within a busy, noisy environment?
Enter Spectrum Reach, the advertising sales division of Charter Communications, provides custom solutions for the modern media landscape. One of the L.A.-based advertising teams, Spectrum Reach Sports, is able to offer both MLB and NBA inventory along with custom sponsorships of several L.A. sports teams.
Beyond MLB and NBA sporting events on networks such as ESPN, Turner, Fox Sports, and many more, advertising is funneled through their two owned and operated Los Angeles regional sports networks: Spectrum SportsNet — which holds partnerships with the Lakers, Galaxy, and Sparks — and Spectrum SportsNet LA — which partners with the Dodgers.
Dan Flynn, Regional Vice President for Spectrum Reach Sports, points to the use of targeted integration through these networks that help to create dynamic sports advertising partnerships within the L.A. market.
“There are many assets to consider when working with companies looking to advertise,” says Flynn. “the sales team is dedicated to providing extensive reach into Lakers, Dodgers, NBA, and MLB with comprehensive sponsorships inclusive of local teams, networks games, All-Star games, and Playoffs with in-depth programming, and customized integrations.”
The inventory that the Spectrum Reach Sports team manages ranges from naming rights of broadcast halftime shows and product-based promotions, to ads placed within the cable broadcast. In addition to these integrations featured on air, these DVR proof placements are also showcased when audiences stream on the Spectrum TV app or the Spectrum SportsNet app. And because the landscape continues to evolve dynamic ad insertion (DAI) is available through both of these apps, offering advertisers another touchpoint in reaching their target demographic.
The Spectrum Reach Sports sales team — a 12-person team led by Flynn – provides advertisers with ease of execution by working strategically with their partners ensuring that each activation is tailored specifically to reflect the partner’s marketing strategy.
“Relationships are key,” Flynn said. “Our team works closely with agencies and clients to focus on areas of growth for brands. When partnering on season-long sponsorships, the question is, ‘Do these integrations tie back to the brand message in a seamless way?’”
These integrations focus on aligning a partner’s brand and taglines with unique activations that highlight both the partner’s advertising message while tapping into the interests of the fan base. In terms of the number of partners that Spectrum Reach works with, it is about finding clients that are a genuine fit with the on-air inventory possessed.
For example, in past years the Spectrum Reach Sports team has worked with luxury car brands by integrating them through in-depth advertising programming via one of Spectrum SportsNet depth and access programs “Backstage Lakers.” In these segments, cars are featured and aligned with players behind the scenes (after games, during off-days) that are then further highlighted through the network with linear and digital spots.
“These integrations highlight brands in a way that resonates with viewers since they are aligned with sports teams and figures,” Flynn said.
The dynamics of media sponsorships are ever-changing as properties and sponsors work together to craft more relatable, in-touch placement ads and integrations. Through Spectrum Reach, brands and companies have one of the most efficient methods of reaching their target audience within the L.A. market.