1996-11-03, By Tim Griffin Express-News Staff Writer
痴迷于电视 - 圣安东尼奥(San Antonio) 在大联盟中影响力有限,这对电视机前的球迷来说无足轻重
距离最近一个星期日下午的开球时间还有30分钟,位于德萨瓦拉路(DeZavala Road)和10号州际公路交叉口的H-E-B商店的过道和收银台都挤满了人。球迷们匆忙地将啤酒和鸡肉、牛排和木炭堆放在他们的购物车里,然后冲向收银台。
一个小时后,西北区商店里有了喘息的空间。停车场的交通也明显减少了。
一位顾客开玩笑地说,空荡荡的购物通道因为缺乏人流量,将成为一个完美的保龄球场。
“我们绝对可以在周日橄榄球比赛的销售额中看到一些变化,”商店部门经理鲍勃·布兰特(Bob Brandt)说。“在我们达拉斯牛仔队(Dallas Cowboys)的比赛之前,我们的销售额可能会至少增长20%,甚至可能达到30%。”
像这样的场景在每个秋季周末,都会在圣安东尼奥的购物中心、电影院、杂货店和教堂里重复上演。
尽管圣安东尼奥只有一支职业联盟球队,但它被评为美国观看职业体育赛事,特别是橄榄球、篮球和拳击比赛的收视率最高的市场之一。
“在过去几年里,圣安东尼奥的电视体育节目收视率一直非常非常高,”全国最大的电视收视率调查公司尼尔森公司(A.C. Nielsen Co.)的体育营销副总裁芭芭拉·齐多夫斯基(Barbara Zidovsky)说。“我认为你们几乎把它当作一种宗教。周末做完礼拜后,你们就回家坐在电视机前崇拜NFL。”
经济在其中起着重要的作用。《体育商业日报》(Sports Business Daily)在其市场对市场调查中,对前34个电视市场的调查显示,圣安东尼奥的每 capita 收入最低。
“我认为,当你将马刺队(Spurs)或NFL比赛的门票价格定为30美元或40美元时,它会产生影响,”百视达有线电视(Paragon Cable)的公共事务副总裁T.J.康诺利(T.J. Connolly)说。“这是一个你无法突破的钢制天花板。对于人们来说,待在家里看电视比去现场观看这些比赛更经济实惠。
“这不是最富有的市场,这里的人们会选择看电视来娱乐,而不是做其他事情。他们更倾向于在电视上观看比赛,而不是去达拉斯或休斯顿观看比赛,或者进行其他娱乐活动。”
说到圣安东尼奥的电视体育节目,超级碗(Super Bowl)冠军牛仔队是基石。
尼尔森公司(Nielsen)公布的1月28日超级碗XXX的收视率显示,圣安东尼奥是第三大收视率最高的都市市场,仅次于两支参赛球队的所在地——匹兹堡(Pittsburgh)和达拉斯。
统计数据表明,在比赛收视率最高的时段,圣安东尼奥几乎79%的电视机都打开了,在观看超级碗。
“那个(超级碗)收视率简直令人难以置信,”KMOL-TV电视台的市场营销主管金格尔·祖梅塔(Ginger Zumaeta)说。“这样的收视率几乎是电视史上最高的。”
牛仔队的比赛在圣安东尼奥的收视率通常超过50%,随着季后赛的临近,这个数字还会上升。
上周对阵迈阿密(Miami)的比赛获得了35.7的收视率和60的份额,这是过去两个赛季圣安东尼奥任何NFL常规赛的最高收视率。
收视率是指一个市场上所有电视家庭的百分比,份额反映的是这些电视在当时开机的百分比。
“不用说,我们对这个收视率非常高兴,”福克斯(Fox)附属电视台KABB和KRRT的研究主管约翰·F·库奇(John F. Kuczaj)说。“随着关于吉米·约翰逊(Jimmy Johnson)对阵他以前球队的讨论,我们从一开始就将这场比赛定为我们认为会取得好成绩的比赛。”
NFL橄榄球在三年前加入福克斯(Fox)电视台,被吹捧为让这个新兴的网络在广告商面前拥有发言权。
“当我们获得NFL比赛的转播权时,它在许多广告商眼中提升了我们整个网络的形象,”库奇(Kuczaj)说。“之前我们几乎被认为是二流电视台。
“多年来,许多电视台都难以通过节目获得自己的身份。但是为了树立我们是一个主要的竞争性网络的印象,橄榄球是一个很好的节目载体。”
马刺队(Spurs)的电视收视率也很高,但没有达到牛仔队的水平。
马刺队(Spurs)官员说,上个赛季圣安东尼奥的收视率比全国平均水平高出60%,比特纳电视网(Turner Network Television)的比赛平均收视率高出26%。
总的来说,圣安东尼奥在NBC转播的NBA比赛收视率中排名全国第四,在TNT转播的比赛收视率中排名全国第六。
马刺队(Spurs)的本地电视收视率一直位居NBA前三名或前四名,他们也是付费观看比赛购买量最高的球队之一。上个赛季,马刺队(Spurs)在KSAT-TV电视台转播的19场常规赛中平均收视率为12.0,份额为19,在KABB和KRRT电视台转播的21场常规赛中平均收视率为10.3,份额为16。
“这并不是我们最近几年才看到的现象,”马刺队(Spurs)广播副总裁劳伦斯·佩恩(Lawrence Payne)说。“这是多年来一直很强劲的东西。我们两年前(球队创纪录的62胜20负赛季)达到了最高峰,上个赛季也取得了不错的成绩。”
马刺队(Spurs)的电视收视率没有达到牛仔队的水平,原因有很多。
首要因素可能是达拉斯多年来的成功。赢得球迷支持的最佳方式是始终如一地获胜,就像牛仔队(Cowboys)在过去四个赛季中三次获得超级碗冠军,并在过去30年中23次打入季后赛。
牛仔队(Cowboys)还受益于在体育淡季,在附近的奥斯汀(Austin)举办了一个月的训练营宣传活动。所有圣安东尼奥的电视台,以及来自该州几乎所有其他市场的众多其他电视台,都派出了摄制组记录球队训练营的情况。
此外,NFL的所有宣传活动都集中在每周打一场比赛,通常是在周日或周一晚上特定的时间段。球迷们知道他们唯一的机会是在这些时间段观看NFL。
“像NFL一样打比赛既有优势也有劣势,”马刺队(Spurs)商务运营执行副总裁罗斯·布克宾德(Russ Bookbinder)说。“如果我们每周只打一场比赛,这将明显有利于我们的宣传工作。但考虑到我们的运营成本,我们负担不起。”
布克宾德(Bookbinder)认为,圣安东尼奥没有其他大联盟球队,是圣安东尼奥球迷更倾向于观看比赛,而不是去现场观看比赛的原因之一。
“这是一个拥有只有一支大联盟球队的非常好的体育电视市场,”他说。“唯一能满足这种需求的方法就是通过电视。这些都是非常热爱的体育迷,他们非常关心自己的运动。我们是大联盟中唯一的球队,这促使他们更多地观看电视上的其他比赛。”
像摔跤和拳击这样的付费观看比赛,似乎不受这些财务限制的影响。尽管大型拳击比赛的价格高达50美元,但付费观看拳击在圣安东尼奥的生意非常火爆。
“我们一直关注着圣安东尼奥,”唐·金(Don King)制作公司发言人迈克尔·马利(Michael Marley)说。“它很容易成为我们在德克萨斯州最具响应性的市场。我们把查韦斯-惠特克(Chavez-Whitaker)比赛带到阿拉莫体育馆(Alamodome)是有原因的,而该市对拳击的强力支持是这场比赛在那里举办的主要原因。”
马利(Marley)说,最近几场麦克·泰森(Mike Tyson)比赛的购买率几乎是全国平均水平的两倍。预计泰森(Tyson)在周六晚上与前重量级冠军埃万德·霍利菲尔德(Evander Holyfield)的比赛也将获得类似的收视率。
据齐多夫斯基(Zidovsky)说,圣安东尼奥的历史上吸引了所有电视节目高于平均水平的收视率。当地观众也逆转了全国趋势,观看了更多电视体育节目。
“我知道圣安东尼奥的付费有线电视家庭比大多数其他城市都多,”齐多夫斯基(Zidovsky)在纽约市办公室接受电话采访时说。“通常,有线电视普及率高的城市电视收视率也更高,因为这些客户正在购买这些服务。
“但圣安东尼奥的体育节目收视率非常高。我们在全国范围内没有看到很多城市的收视率像它这样高。”
(注:请参见1996年圣安东尼奥观看NFL比赛的收视率和超级碗收视率图表,见第16C页。)
点击查看原文:Glued to the tube - S.A.'s limited clout in big leagues means little to armchair QBs
Glued to the tube - S.A.'s limited clout in big leagues means little to armchair QBs
It’s 30 minutes before kickoff on a recent Sunday afternoon and the aisles and checkout lines at the H-E-B store at DeZavala Road and Interstate 10 are jammed. Fans are hurriedly piling beer and chicken, steaks and charcoal into their carts before they dash to the checkout counters.
Come back an hour later and there’s breathing room inside the Northwest Side store. Traffic in the parking lot has also thinned considerably.
One customer jokes that the empty shopping aisles would be a perfect place for bowling because of the lack of traffic.
“We definitely see something in our sales on football Sundays,” said Bob Brandt, unit manager of the store. “Our sales probably go up by at least 20 percent and maybe as much as 30 percent before a Dallas Cowboys game.”
Scenes like this one are repeated each autumn weekend at shopping malls, movie theaters, grocery stores and churches across San Antonio.
Despite having only one major-league franchise, the Alamo City rates as one of the strongest television markets in the country for
professional sporting events, particularly football, basketball and boxing.
“For the last few years, the numbers for television sports in San Antonio have been very, very high,” said Barbara Zidovsky, vice
president of sports marketing with the A.C. Nielsen Co., the nation’s largest television rating service. “I think you guys almost consider it a religion. After church on the weekends, you go home to worship the NFL in front of your television sets.”
Economics play a large part in the equation. San Antonio has the lowest per-capita income among the top 34 television markets surveyed by the Sports Business Daily in its market-by-market check of local ratings.
“I think that when you put a ticket price of $30 or $40 on the Spurs or an NFL game it has an effect,” said Paragon Cable vice president for public affairs T.J. Connolly. "It’s a steel ceiling you can’t break. It just becomes more economical for people to stay home and watch television than attend those events.
“This isn’t the wealthiest market and people here will watch television for entertainment rather than do other things. They would be more apt to watch a game on television, rather than go to Dallas or Houston for a game or do some other entertainment activities.”
And when it comes to televised sports in San Antonio, the Super Bowl champion Cowboys are the cornerstone.
Nielsen ratings for Super Bowl XXX on Jan. 28 placed S.A. as the third-highest major metropolitan market, trailing only Pittsburgh and Dallas - homes of the two competing teams.
Statistics indicate almost 79 percent of the sets turned on in San Antonio were watching the Super Bowl during the peak viewership segment of the telecast.
“That (Super Bowl) number is simply incredible,” KMOL-TV director of marketing Ginger Zumaeta said. “Something like that is about as high as you can get in television.”
Cowboys games routinely draw a share of more than 50 percent of the audience in the Alamo City, and that number builds as the playoffs approach.
The 35.7 rating and 60 share generated for last week’s game against Miami were the highest in San Antonio for any NFL regular-season game in the last two seasons.
The rating is a percentage of all television households in a market, the share reflects the percentage of those TVs turned on at that time.
“Needless to say, we are ecstatic about that rating,” said John F. Kuczaj, research director for Fox affiliate KABB and KRRT. “With all of the talk about Jimmy Johnson playing his old team, we had this game targeted from the start as one we thought would do well.”
The arrival of NFL football to Fox three seasons ago was trumpeted as giving the fledgling network clout with advertisers.
“When we got the package of NFL games, it elevated our entire network in the view of a lot of advertisers,” Kuczaj said. "We were perceived as almost like a second-class station before.
“It had been difficult for a lot of the stations to get an identity through the years. But to put forth the impression we were a major competitive network, football was a great programming vehicle.”
The Spurs carry similarly high television ratings, but don’t match the Cowboys.
Spurs officials said San Antonio viewership was 60 percent above the national average for NBA games on NBC last season and 26 percent above the average for Turner Network Television contests.
Overall, San Antonio ranked fourth nationally among NBA markets for games televised by NBC and sixth for TNT games.
The Spurs consistently rank among the top three or four NBA teams in local television ratings, and they’re also among the leaders in pay-per-view buys. Last season, the Spurs averaged a 12.0 rating and 19 share for 19 regular-season games on KSAT-TV and a 10.3 rating and 16 share for 21 games on KABB and KRRT.
“It’s not anything that we’ve just seen in recent years,” Spurs vice president of broadcasting Lawrence Payne said. “It’s something that’s been strong for many years. We had our strongest year two years ago (during a team-record 62-20 season) and had another good year last season.”
There are compelling reasons why the Spurs do not match the Cowboys in television appeal.
The primary factor may be Dallas’ success through the years. The best way to earn a fan following is to consistently win, as the
Cowboys have done during a run of three Super Bowl victories in the last four seasons and 23 playoff berths in the last 30 years.
The Cowboys also benefit from having a month worth of promotion of their training camp in nearby Austin at the slowest time of the sports season. All of the San Antonio television stations, and a slew of others from nearly every other market in the state, send crews to chronicle the team’s camp.
Additionally, all of the NFL’s promotion is geared to playing one game a week, typically at specific times on Sundays or Monday nights. Fans know their only chance to watch the NFL will be at those times.
“Playing like the NFL has some advantages and disadvantages,” Spurs executive vice president of business operations Russ Bookbinder said. “It would obviously help us from a promotional standpoint if we played only once a week. But with the cost of our operations, we couldn’t afford to do that.”
Bookbinder believes the lack of other big-league sports in town is one reason why San Antonio fans are more inclined to watch games rather than attend them.
“This is a very good sports television market with only one major-league team,” he said. "The only way to fill that appetite is
through television. These are great sports fans that care deeply about their sports. The fact that we are the only big-league team helps steer them to watching other events on television."
Pay-per-view events such as wrestling and boxing appear immune from those financial constraints. Despite prices of up to $50 for big fights, pay-per-view boxing does tremendous business in San Antonio.
“We are always aware of San Antonio,” said Michael Marley, a spokesman for Don King Productions. “It’s easily our most responsive market in Texas. There was a reason why we brought the Chavez-Whitaker fight to the Alamodome (in 1993), and the city’s strong support for boxing was a big reason why the fight was held there.”
The purchase rates for recent Mike Tyson fights have been almost double the national average, Marley said. Similar figures are expected for Tyson’s fight on Saturday night against former heavyweight champion Evander Holyfield.
San Antonio historically attracts higher-than-average viewership for all television programming, according to Zidovsky. Local viewers also are reversing a national trend by watching more television sports.
“I know there are more cable television homes in San Antonio than most other cities,” Zidovsky said in a telephone interview from her offices in New York City. "Usually, cities with a high cable penetration have higher television viewing because those customers are buying those services.
“But San Antonio’s numbers are incredibly high for sports. We don’t see many cities with numbers like that, anywhere in the country.”
(Note: See San Antonio viewing of NFL in 1996 and Super Bowl ratings chart on page 16C.)
By Tim Griffin Express-News Staff Writer, via San Antonio Express-News