Setting record straight

As lead negotiator in Solar Sports’ bid for the PBA TV rights, Jude Turcuato said it was critical to debunk the perception that ABS-CBN’s Studio 23 rates higher than most channels (other than 2 and 7) before coming forward with a presentation.

ABS-CBN and Solar Sports were the protagonists in the battle for the telecast rights. ABS-CBN proposed to air the PBA on Studio 23 with a Saturday evening slot for a replay and a Sunday morning slot for a live game on Channel 2. Solar Sports offered to air the PBA on RPN with replays on Basketball TV.

Turcuato said in his opinion, the biggest concern of the PBA Board was reach and ratings. The PBA, in fact, commissioned AC Nielsen to do a study on reach. It also asked Mindshare, one of the largest media agencies in the world, for inputs.

“I wasn’t privy to the Nielsen and Mindshare findings but we all use the same data anyway,” said Turcuato. “We looked at actual AGB Nielsen ratings over the last three years and it showed RPN has wider reach and higher ratings than Studio 23. Overall, GMA is the clear leader with ABS in second place. QTV is third while ABC and RPN have been contesting fourth spot all year.  Studio 23, at the time of the presentation, was actually in seventh place behind the combination of all cable channels. The latest numbers from early May had RPN in fourth place with the NBA playoffs in full swing and Studio 23 still in seventh.”

Turcuato said RPN was ahead of Studio 23 in mega Manila while the opposite was true in the provinces. But overall, RPN was higher.

“Based on the surveys, Studio 23’s reach in mega Manila was lower than all the VHF channels ABC, NBN, ABC, RPN, IBC and QTV and of course, Channels 2 and 7,” continued Turcuato. “It was a glaring advantage that made a difference in actual reach and ratings. Mindshare overwhelmingly recommended RPN over Studio 23 based on projections and data, also from AGB Nielsen.”

Mindshare is the media planning agency of Smart Communications and some of its accounts are Ford, Gatorade and Nike.

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“Another erroneous perception that had to be dispelled by actual data was the UAAP games rate higher than the PBA or even the NBA,” Turcuato

   went on. “Actual UAAP average ratings on Studio 23 were only 1/3 of the PBA on ABC and 1/2 of the NBA on RPN. Even the cheering competition rated higher than the actual UAAP finals. The boxing matches shown on Studio 23 rated lower than those shown on RPN. Among sports programs, RPN’s boxing shows rated higher (aside from the Pacquiao fights which were even higher), followed by the PBA on ABC then the NBA on RPN. So the UAAP, even with all the cross promotions, has never even come close to rating higher than the NBA and PBA.”

Turcuato added that when La Salle was suspended from competing in the UAAP for a year, the league suffered declines in ratings, revenues and attendance. “So the La Salle-Ateneo rivalry fuels the UAAP more than ABS’ cross promotions,” he noted.

The conclusion? Turcuato hit the nail on the head when he said, “Until the time ABS-CBN decides to put all the PBA games live on Channel 2, RPN will always be the better network versus Studio 23 for reach and ratings based on AGB Nielsen data.”

Turcuato pointed out that Solar operates three free-to-air (one VHF, two UHF)  and three cable channels. “The ability to cross promote on ETC, 2nd Avenue, Solar Sports, Basketball TV and Jack TV along with the live showing on RPN is beyond question,” he said. “Each channel cuts across different demographics and can really expand the base of PBA fans. Based on agency negotiation rates, we are offering over P200 million worth of cross promotions spread across its six channels.”

Turcuato said Solar has proved it can build sports properties, citing examples such as the NBA, boxing, poker, mixed martial arts and soccer, among others.

“BTV and Solar Sports are still by far the two highest-rated sports channels in the country and both cater to the core fans of the PBA,” he declared. “BTV is also the perfect venue for replays and additional footage outside the games like press conferences, practices and events. Outside of the UAAP, Studio 23 has not succeeded in sports promotions with properties like the PBL and MBA failing to get the desired results despite utilizing ABS-CBN’s full media machinery. Mixing show business and sports doesn’t always work as the PBA also tried it in the coverage before ABC took over. The UAAP popularity is as much a result of Ateneo becoming a contender as the promotions within the channel.”

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Turcuato said Solar chairman Wilson Tieng has pledged to back up the PBA coverage all the way.

“Management is very excited about the PBA which we consider a major property,” said Turcuato. “Solar is mobilizing all its resources to make sure the PBA is profitable on TV. I don’t foresee any conflict in Solar owning the rights for the NBA, PBA and PBL. NBA games are shown live in the morning while the PBA is on prime time during days when the PBL isn’t playing. The properties are mutually reinforcing and the benefit for advertisers is we can offer packages that cut across the markets of our properties.”

ABS-CBN withdrew from the race two Fridays back when it became apparent the PBA wouldn’t agree to its terms, particularly on the proposed airing slots on the primary carrying station and Channel 2.

Last Tuesday, the PBA officially awarded the rights to Solar for the next three years.

 “Solar has a proven sales team that can generate the revenues,” said Turcuato. “We have also worked closely with the NBA, visiting their studios in New Jersey and gaining a lot of experience being in the All-Star Weekend and Finals where lessons may be transferred to the PBA. The experience of working with the world’s biggest basketball league is invaluable.

“As for production, many from the ABC team came from Vintage and ABS-CBN. Whether in front or behind the cameras, the PBA will get the most experienced and talented crew from Solar. Production talent is not exclusive to any one network. The best people want to work for the best properties and Solar will hire the best for the PBA. The Solar group from production to marketing to sales to programming has as much experience if not more when it comes to sports broadcasting compared to other groups out there.”