TORONTO – While Montreal Canadiens fans are thrilled to see their team’s first Stanley Cup Final series since 1993, it could be just as exciting for Rogers Sports and Media.
Rogers has paid approximately $ 5.2 billion for Canadian media rights to National Hockey League games under a 12-year contract that will run through the 2025-26 season.
But the media landscape has changed since Rogers signed the landmark deal in November 2013, with a growing share of audiences coming from streaming services.
“We are certainly seeing a migration of spending from traditional media to digital media,” Marketing professor Ken Wong said on Monday.
“This does not mean that there is no role for the traditional (media). There is still. But it’s clear that the trendline is moving in a digital direction, ”said Wong, who teaches at Queen’s University Business School in Kingston, Ont.
With the puck expected to drop in Game 1 of the Cup Final on Monday, Wong said digital media can provide a level of audience detail that isn’t possible with older forms of mass media.
“I can actually have more personalized and personalized discussions with my clients using digital media than I ever could using traditional media,” Wong said.
But Wong couldn’t say how much advertisers are willing to pay for the feature, as different platforms cater to different demographics.
“It depends on what you’re selling, who you’re selling to and the prevailing attitudes of the day,” Wong said.
David Mear, director of business solutions for Horizon Media Canada, agreed that digital media is making inroads, but he still places more importance on the ability of television to deliver results for advertisers.
“We tend to focus a bit more on television,” said Mear of Toronto, where Horizon’s main customers are Tim Hortons, Burger King and Peloton.
He said it’s significantly more expensive to run a 30-second commercial on TV because it has a larger audience than a streaming service.
Mear said he was not allowed to say what his customers pay for advertising time and Rogers refused to disclose his rates.
Anthony Attard, vice president of sales for Sportsnet, which is part of Rogers Sports and Media, said advertisers have shown great interest in this year’s Stanley Cup playoffs, which started with four Canadian teams s ‘clashing in the first two rounds.
“And now, with a Canadian team in the final, it’s clear the marketers want to use these broadcasts as a way to connect with Canadians,” Attard said in a statement.
“Additionally, we are only now seeing the return of many traditional advertisers who have been hit hardest by COVID. “
Mear said customers have been very interested this year in the playoffs, which have had a unique format due to the pandemic.
“The public is doing very well. There is obviously a lot of pent-up support for Canadian teams, especially with the fact that there was a Canadian team guaranteed to be in the third round, ”said Mears.
Montreal’s presence in the final is also good news for public engagement, he said.
Sportsnet said Monday that the semi-final series between the Habs and the Vegas Golden Knights has touched 13.8 million people in Canada in six games through Rogers Sportsnet and CBC television.
The company says Game 6, which Montreal won 3-2 in overtime on Thursday, drew an estimated audience of 3.7 million on average when broadcast.
This report by The Canadian Press was first published on June 28, 2021.
Companies in this story: (TSX: RCI.B)
Note to readers: This is a corrected story. An earlier version stated that there were eight Canadian teams in the first two rounds.
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