The transfer to the new broadcasting system must help clubs and the league to realize their advertising inventory more efficently
The season 2018/19 of the Russian football started with an important event: the Premier league signed the new TV contract with «Маtch ТV»
(for 4 years and about 7 milliards rubles), аnd the broadcaster announced about the start up of the new pay channel «Маtch Premier» which will transmit all matches of the Russian league. Only several matches of the round will get the federal broadcast time and not always top matches. All the rest – in good (as they promise) quality, without any direct advertising – you can see for 229 rubles per month. There are also the annual subscription and possibility of buying a broadcast of any certain match.
The Russian Premier League tries once again the model of the fee-based broadcasting. The previous trial (from 2012 to 2015 the most of matches were shown legally only for a fee – on the channel «Our football» managed by «Liga-ТV») ended by the President Poutine's wish to create a public sport channel. So, on the third button of TV sets appeared the channel «Маtch ТV» which was the part of the structure of the holding «Gazprom-media» with plenty of free of charge broadcasts of different football and other kinds of sports.
After the World Cup 2018 the transfer to the fee-based system seems rather logical decision: this competition woke up the interest toward football in our country having increased the potential audience of broadcasts, and new stadiums must provide a quality TV picture for which one can pay without any regret. A recent example: the match «Zenit» — «Spartak» in the season 2017/18, according to Mediascope's information, was watched by TV by 3,5 mln persons, and the match of the same teams 2 of September 2018 — 5,9 mln spectators.
Even the most severe critics of the «pay football» understand deep in the mind that this model is inevitable as the evolution process. Almost all European leagues use such model and successfully enough. In England supporters have to pay more than £40 per month in order to watch all matches of league of the country, in Italy, Spain, France — €10-20.
Yes, of course, Russia has a different economy, yes, «pirate» broadcasts are very popular — with a big number of intrusive advertising but free of charge. But step by step, the re-orientation to the pay content takes place: in music, in cinema, now it is time for sport. Moreover, sport events have one indisputable advantage — they are happening right now, the final is unpredictable. And in order to watch sport in live, in good quality and on any platform, the people are ready to pay. And the broadcaster, while transferring to pay broadcasts, gets bigger potential of the advertising inventory and more quality public by means of Big Data. The potential growth of gross mass is possible by two means: increase of the product quality (game) and increase of the picture quality (broadcasts).
Of course, the choice of the fee-based broadcast model must be motivated by a correct system of monitoring and sales which provides a correct information and surely evaluates any risks.
In order to work out an efficient marketing strategy, clubs and the league in general have to learn calculating and evaluating contacts. There is the Metodology
for that. It is a mathematic model which interprets statistic data (TV watching, attendance, Internet-reviews, supporters' activities in social nets etc.), analyzes the advertising inventory (number of appearances on the screen, time of staying on screen, game episodes in the area of certain advertising platforms) and considers the volume of broadcasts, club activities, number of matches and other factors.
By means of complex calculations we get the number of contacts with public through all the advertising inventory and the cost of one contact. From these numbers the total value of contacts is calculated. And these numbers are not the same numbers as Russian quasi sport officials take by chance and operate with them.
For example, the total cost of the advertising inventory of all clubs of the Russian league in the season 2017/18 соnsists 3,8 milliard rubles, the same index of the Russian Premier League consists 515 mln., аnd the leader among teams — «Spartak» Moscow — 1 093 621 097 rubles. Among the first three are also «Zenit» (824 882 272 rubles) and СSКА (532 060 547 rubles). The advertising inventory of the outsider «Аnzhi» соnsisted 41 452 776 rubles аnd the one of «Аmkar» which disappeared in the inter-season— 42 709 045 rubles. In the middle of the table are «Dynamо» (88 218 185 rubles) and «Аrsenal» Tula (102 050 332 rubles).
Using these numbers, a club or a league will pack correctly the advertising inventory and will offer to the sponsor reasonable prices, and the sponsor, in his turn, gets the comparative evaluation of its advertising activities.
As a result, on account of a bigger involvement of the supporter who has paid for the broadcast, everyone gains the upper hand. The club which can offer a larger advertising inventory for the sponsor, the sponsor who will know exactly that his advertising works, the broadcaster who gets bigger opportunities for improving broadcasts' quality and, it is the most important, the spectator who gets a quality content not available on a free basis. Moreover, thousands of spectators of matches of the level «Locomotive» — «Spartak» will stay at the broadcaster after pay broadcasts in terms of a priceless Big Data with which the broadcaster can work in the future.
We have to explain why it is logical for a TV channel to work with the Big Data. The fact is that the situation with standard advertising positions and distribution of contacts collected by them, was not in favor of TV broadcasters. According to the humblest calculations, even at the acting model of sport broadcasts, 80% of contacts are collected by clubs, 15% by the league and only 5% by the channel. It is logical that in this situation the TV channel will continue to look for options to increase the number of contacts and revenues from its activity. In order to prove the above mentioned, we will provide calculations in form of diagrams.