Advertising on sports channels: Your business shines on the field

The article was written in collaboration with 2channel

Over 30% of Israelis define themselves as sports fans - devout viewers of the various sports channels, with an emphasis on games of their favorite team. Add to them the addition of viewers in major games such as the derby or the semi-finals of the Champions League and you will get a huge audience that is captivated by the screen in real time and most importantly - is at a point of extraordinary emotional involvement. 

The advertising on the sports channels is effective and almost without competitors: a mesmerized, reliable and accurate audience that watches the games live, follows every happening on the screen without wandering to other channels and in the midst of all this is exposed to advertisements that earn the increased attention and concentration. Compared to other advertising channels in which intensive repetition of the message will be required in order for it to be internalized, sports advertising gains maximum attention just by its very existence - an achievement that every prime-time program and even the news broadcasts would wish for. 

The great advantages of advertising on sports channels

Mass viewing

When every game is a complete event and overflowing with emotions, it is not only the hundreds of thousands of viewers who are exposed to your advertisement, but also their ability to wake up to immediate action, conduct a discussion about what appears on the screen and internalize the messages presented to them. 

extraordinary prominence

Compared to the long ad packages with multiple advertisers in the commercial channels, advertising in Sports 1 or Sports 5 for example, is characterized by a short screen time and a small amount of advertisers. This is a very comfortable ground to stand out in and sometimes even exclusively.  

Exposure to an additional audience when advertising on subscription channels

Charlton channels (Sports 1-4) currently have more than 300,000 subscribers, who necessarily watch the many sports content. These viewers constitute a significant consumer force that maintains a relationship of trust and commitment, so that any advertising on Charlton will become inherently more credible and influential. 

Strong advertising targeting

The sports audience is considered homogenous: mostly male, in the age range of 30-50 on average and with a clear field of interest - sports, of course. Unlike commercial television where the audience is quite heterogeneous, here it is much easier to formulate the advertisement and its messages.

lower costs

In general, advertising in the various football games is cheaper and is considered to be one that returns the investment with high efficiency. The media mix can include a focus on specific leagues, teams or matches, so there is no need to insist on a prestigious slot only at the biggest football events.  

So how do you do it?

The advertising on the sports channels is based on 6-second full-screen sponsorships with or without narration, which are inserted for broadcast before / at halftime / after the games, exactly at the peak of the viewers' focus. In addition, it is possible to publish sponsored "banner" broadcasts during the games themselves and prepare a maximum attention of the devout viewers. 

The main condition for creating strong broadcasts that penetrate the viewer's heart, is to plan the advertising move through a leading advertising company. Beyond the precise identification of the right place and time for advertising, the ultimate goal is to arouse curiosity and create a good fit between the advertising message and the viewing experience. For example: the position of the sponsor within the advertisement cluster. 

An experienced advertising company that specializes in creating a script relevant to the brand and the target audience, will be able to accurately characterize it and bring to the front of the table its connections and experience with the broadcasters. At the end of the advertisement planning and after the production of the advertising materials, the professional team of the advertising company will check the quality of the campaign and make sure that it completes all its objectives. 

Get on the field - the game begins

Israeli sports culture attracts a huge audience and as a result, is one of the most sought after arenas for advertising among brands and businesses. If you are looking for an advertising platform with optimal exposure that will leave a quality mark on the audience, we will accompany you with full professionalism from the thinking stages to the media purchase and the actual broadcast to hundreds of thousands of viewers.  

The article was written in collaboration with 2channel