Gais EL Forgani
GSB-551
Dr.khone
Nov-08-16
NFL Assignment
Q1- The NFL is a brand. Has its brand equity diminished?
The brand equity of NFL is not affected by the recent decline in the viewership rating; because First, the NFL numbers are still strong with 16.2 million viewership according to the Nielsen data ; where the decline is just 12% and Football is still number one sport in the United States , Second , other factors such as players been suspended, retired ,and players injuries in the field are another factors causing drop in the quality of the games . On the other hand, The intense presidential debates this year are another factor distracted the older fans of football from watching, the debates this year created a stressful atmosphere that people are not in the mood to watch the games. Lastly, the World Series of baseball is another distracting factor for NFL that draws an increase in the baseball viewership rating pulling people attention from football.
Q2-To what do you attribute the ratings decline? Why? Support your ideas with evidence from the articles (or what you would need to gather to confirm or disconfirm your beliefs.) What could or should the NFL do differently in the future to improve ratings? …Satisfy its advertising customers who expect millions of viewers?
The decline in the rating in the NFL this season is caused by two main reasons,
First the quality of the games declined due to suspension of some good players like Tom Brady who plays for the Arizona cardinals and retiring of other good players like Denver’s quarterback Peyton Manning, this factors as well as the rise of injuries and aggressiveness in the football games recently affected the rating of NFL games this year as well.
Second, the distraction caused by the presidential debates and the baseball world series are another factor affecting the Viewership rating because the timing of the games conflicted with the timing of the debates and the baseball games. Despite the fact that the NFL Rating in 2012 is way less than today's rating, but in order to eliminate the debates as a factor a comparison or a study of the effects of the 2012 debates and the 2016 debates on the NFL rating decline is needed to be studied.
The NFL is doing everything right except forecasting the media and television market and positioning its games in the right timing segment that do not conflict with a major Television program such as the presidential debates which its timing should be known from television networks managers or at least expected.
Q3-Is the problem something the NFL can control and change (controllable such as players’ behavior on and off the field, bad matchups) or external factors outside of the NFL’s control (i.e. TV viewership, in general, is down)?
Yes, it is controllable problem and can be measured better and changed. I think the ranking decline issue is a seasonal problem for the NFL because the demand for the football games is still supported with high numbers of viewers, According to the Sport media watch article , the viewers of the last season ranged from 10.3 million viewers to 28 million viewers through the nine weeks schedule, but Fox channels seems the least affected in the schedule, Such a problem can be fixed by applying a broader forecasting tools to the social media schedule and programs timing and effects on the NFL games rating. On the other hand, the player's attitudes and behaviors can be controlled better and improved by educating the players about the effect of such attitudes and by listing a clear policy that discriminates injuries and unethical behaviors.
Q4-You have just been hired as a consultant to help answer these questions. What strategies or tactics do you recommend to improve the situation?
First the quality of the games declined due to suspension of some good players like Tom Brady who plays for the Arizona cardinals and retiring of other good players like Denver’s quarterback Peyton Manning, this factors as well as the rise of injuries and aggressiveness in the football games recently affected the rating of NFL games this year as well.
Second, the distraction caused by the presidential debates and the baseball world series are another factor affecting the Viewership rating because the timing of the games conflicted with the timing of the debates and the baseball games. Despite the fact that the NFL Rating in 2012 is way less than today's rating, but in order to eliminate the debates as a factor a comparison or a study of the effects of the 2012 debates and the 2016 debates on the NFL rating decline is needed to be studied.
The NFL is doing everything right except forecasting the media and television market and positioning its games in the right timing segment that do not conflict with a major Television program such as the presidential debates which its timing should be known from television networks managers or at least expected.
Q3-Is the problem something the NFL can control and change (controllable such as players’ behavior on and off the field, bad matchups) or external factors outside of the NFL’s control (i.e. TV viewership, in general, is down)?
Yes, it is controllable problem and can be measured better and changed. I think the ranking decline issue is a seasonal problem for the NFL because the demand for the football games is still supported with high numbers of viewers, According to the Sport media watch article , the viewers of the last season ranged from 10.3 million viewers to 28 million viewers through the nine weeks schedule, but Fox channels seems the least affected in the schedule, Such a problem can be fixed by applying a broader forecasting tools to the social media schedule and programs timing and effects on the NFL games rating. On the other hand, the player's attitudes and behaviors can be controlled better and improved by educating the players about the effect of such attitudes and by listing a clear policy that discriminates injuries and unethical behaviors.
Q4-You have just been hired as a consultant to help answer these questions. What strategies or tactics do you recommend to improve the situation?
In order to improve the situation , NFL should but such attention getters programs like the debates and baseball games into account in drafting the schedule of games. In order to get a better understanding of the market research trends and insight; The NFL should contract with a marketing research firm such as Nielsen to illustrate the drivers of the change in the market more professionally.
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