Media Buyer + Planner: AutoNation's $10M Giveaway; Playoffs Score for Regional Sports Nets

The largest U.S. auto dealership chain is launching its biggest and most expensive marketing push ever to mark its 10 millionth car sale a $20 million national ad campaign that includes a $10 million sweepstakes prize to a single customer, The Wall Street Journal reports. The campaign will include national TV commercials, car giveaways and a chance to win a trip to the Go Pro Grand Prix in California, in addition to the sweepstakes prize which will be awarded in August.
Why This Matters: AutoNation, which has 235 dealerships in 15 states, wants to become a company with major national consumer recognition. Giving away $10 million is a good way to do that.
A Take: WSJ
Sony has selected the agency following a review that began last fall to create a national campaign for its cloud-based TV service, delivered through Sony's PS4 and PS3 consoles, Ad Age reports.
Why This Matters: The service has been available in initial markets like New York, Chicago and Philadelphia since March with some local promotion. But a more intense marketing effort is needed to compete with other streaming services like Hulu, Netflix, CBS All Access and Sling TV, among others.
A Take: Ad Age
RSNs Enjoyed Successful First Round NBA And NHL Playoff Telecasts
By John Consoli

First round NBA and NHL playoff ratings increased over regular season averages in every regional sports network market except for New Orleans, according to Nielsen data, giving marketers who invested in the playoff telecasts a good bang for their buck.

Under the terms of the NBA and NHL TV rights deals, the national broadcast and cable networks get exclusivity beginning with the second round, so the regional sports nets are permitted to televise games locally during the first round with national coverage blacked out... Source: guitarz news

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