1 00:00:00,440 --> 00:00:03,320 Speaker 1: Oh, I'm Scott Susan and I'm Michael Barr, and this 2 00:00:03,400 --> 00:00:06,400 Speaker 1: is the Bloomberg Business of Sports podcast, where we explore 3 00:00:06,440 --> 00:00:09,800 Speaker 1: the big money issues in the world of sports. Today. 4 00:00:09,960 --> 00:00:12,680 Speaker 1: We begin with I have to ask you just you 5 00:00:12,760 --> 00:00:16,639 Speaker 1: just go into stuff. The audience wants to know, hold on, 6 00:00:16,840 --> 00:00:20,840 Speaker 1: hold on, I see you weren't going on? Yes I was, 7 00:00:21,120 --> 00:00:23,920 Speaker 1: I said today we begin with and I was ready 8 00:00:23,960 --> 00:00:27,960 Speaker 1: to say we miss Ebban. Well, no, see that's a lie. 9 00:00:28,800 --> 00:00:31,560 Speaker 1: Don't start. Don't start the show with a lot. He's 10 00:00:31,600 --> 00:00:34,479 Speaker 1: not here, but you miss him? We yes, yes, I 11 00:00:34,600 --> 00:00:36,279 Speaker 1: miss We should do what you want the Twitter poll 12 00:00:36,360 --> 00:00:38,519 Speaker 1: for the week. Yeah. As you know, I'm headed to 13 00:00:38,560 --> 00:00:43,640 Speaker 1: San Francisco for the Bloomberg VC Tech and Athlete Conference. Evan, 14 00:00:43,800 --> 00:00:46,440 Speaker 1: I'll meet him out there. He's coming off vacation or 15 00:00:46,479 --> 00:00:48,839 Speaker 1: on vacation. He says to me, can you take my 16 00:00:48,960 --> 00:00:52,839 Speaker 1: soup bag for me? So I'm carrying. I'm like his valet. 17 00:00:53,400 --> 00:00:57,200 Speaker 1: I'm carrying his soup bag from New York to San Francisco, 18 00:00:57,640 --> 00:01:00,640 Speaker 1: and I pride myself on packing light. Un carry on. 19 00:01:00,680 --> 00:01:02,480 Speaker 1: I don't care if I'm gone for three weeks one 20 00:01:02,520 --> 00:01:05,360 Speaker 1: carry on. I'm not I'm not checking a bag and 21 00:01:05,440 --> 00:01:10,080 Speaker 1: now I'm carrying his soup back. So I'm Evan's bag man. 22 00:01:10,240 --> 00:01:12,160 Speaker 1: So is the guy who held did his umbrella? What 23 00:01:12,280 --> 00:01:16,480 Speaker 1: was his name? Oh? Yeah, that guy. I'm that guy. 24 00:01:16,520 --> 00:01:20,520 Speaker 1: I have become that guy. That's ridiculous. You shaved and everything. Man, 25 00:01:20,680 --> 00:01:24,319 Speaker 1: you know you look and I'm sitting all let's do. 26 00:01:24,360 --> 00:01:26,240 Speaker 1: What do we got this? What's number one? All right? 27 00:01:26,560 --> 00:01:30,959 Speaker 1: Number one? Uh? Dodgers to start in seat beer service. 28 00:01:31,000 --> 00:01:36,880 Speaker 1: Now I have to ask this question. I thought, Yeah, 29 00:01:37,000 --> 00:01:38,920 Speaker 1: when did this become a new thing? That is why 30 00:01:38,920 --> 00:01:41,240 Speaker 1: I'm That's why I thought maybe we should discuss this one, 31 00:01:41,280 --> 00:01:44,920 Speaker 1: because who knew that they didn't have it? And apparently 32 00:01:45,000 --> 00:01:48,520 Speaker 1: there was some liquor license law that's now been changed. 33 00:01:48,880 --> 00:01:50,640 Speaker 1: So now the Dodgers are back to what some of 34 00:01:50,680 --> 00:01:53,800 Speaker 1: the other teams are doing, and you can mobilely order 35 00:01:53,880 --> 00:01:57,320 Speaker 1: beer from your seats, which in two thousand and eighteen, 36 00:01:58,040 --> 00:02:00,760 Speaker 1: it was hard for me to believe that Dodger Stadium 37 00:02:00,760 --> 00:02:03,280 Speaker 1: didn't have this when everybody talks about all the tech 38 00:02:03,360 --> 00:02:06,200 Speaker 1: upgrades to their buildings, and oh, come out to our 39 00:02:06,200 --> 00:02:08,960 Speaker 1: building because you're gonna have all the amenities and luxuries. 40 00:02:09,000 --> 00:02:11,480 Speaker 1: It's a great experience. If I have to get up 41 00:02:11,840 --> 00:02:15,359 Speaker 1: to go get my beer instead of having the ability 42 00:02:15,600 --> 00:02:18,080 Speaker 1: to have somebody bring it to me. That seems as 43 00:02:18,080 --> 00:02:20,840 Speaker 1: if that should have been in place. I thought when 44 00:02:20,919 --> 00:02:24,240 Speaker 1: I first read this story that, oh, okay, well, I 45 00:02:24,240 --> 00:02:26,960 Speaker 1: guess they have a little keypad or something and you 46 00:02:27,000 --> 00:02:29,920 Speaker 1: push beer and then the guy will bring you beer. 47 00:02:30,120 --> 00:02:32,600 Speaker 1: But then I reread it again and I'm like, wait 48 00:02:32,639 --> 00:02:35,639 Speaker 1: a minute, this is just I'm in my seat and hey, 49 00:02:35,720 --> 00:02:38,120 Speaker 1: beer man, bring me my beer. Yeah, but I mean 50 00:02:38,200 --> 00:02:42,200 Speaker 1: the key here is that they're reintroducing in seat beer 51 00:02:42,280 --> 00:02:47,640 Speaker 1: service through mobile vendors following a modification to the stadium's 52 00:02:47,680 --> 00:02:51,040 Speaker 1: liquor license by the California Department of Alcohol Beverage Control. 53 00:02:51,760 --> 00:02:53,960 Speaker 1: What modification was this and how was this not cleared 54 00:02:54,000 --> 00:02:56,880 Speaker 1: up in media. I'm gonna stancast. I didn't. I really didn't. 55 00:02:56,880 --> 00:02:59,799 Speaker 1: So I'm going to call Stancasting, the CEO of the Dodgers, 56 00:02:59,840 --> 00:03:01,920 Speaker 1: good friend of the program, and say, what in the 57 00:03:01,919 --> 00:03:07,720 Speaker 1: world was this all about? Speaking of beer, We're talking 58 00:03:07,760 --> 00:03:11,600 Speaker 1: about the World Cup ratings on Fox, and I guess 59 00:03:11,600 --> 00:03:14,639 Speaker 1: they get better when you count the bar, the bars 60 00:03:14,720 --> 00:03:17,400 Speaker 1: and parties. Not the Michael bars, not the Michael bars, 61 00:03:17,760 --> 00:03:20,760 Speaker 1: but the bar listen. This is called out of out 62 00:03:20,760 --> 00:03:23,800 Speaker 1: of home. This is out of home audience measurement, and 63 00:03:23,840 --> 00:03:26,880 Speaker 1: the networks. This is actually an important story bar because 64 00:03:26,880 --> 00:03:31,640 Speaker 1: the networks have been screaming for years that advertisers aren't 65 00:03:31,680 --> 00:03:34,960 Speaker 1: getting a full picture of their audience because all you're 66 00:03:34,960 --> 00:03:37,280 Speaker 1: doing is folks sitting at home. That's who they measure. 67 00:03:37,600 --> 00:03:40,760 Speaker 1: So Nielsen has for sometime been working on and out 68 00:03:40,760 --> 00:03:46,320 Speaker 1: of home measure and that's things bars, restaurants, other people's home. 69 00:03:46,400 --> 00:03:47,800 Speaker 1: So if you go to a party and a hundred 70 00:03:47,800 --> 00:03:52,080 Speaker 1: people are there, this counts that as well, hotels, airports. 71 00:03:52,120 --> 00:03:55,160 Speaker 1: So when you add all this up, all of those 72 00:03:55,160 --> 00:03:58,360 Speaker 1: out of home viewing experiences to the official Fox TV number, 73 00:03:58,400 --> 00:04:02,240 Speaker 1: the linear TV number, your bump is over twenty percent. 74 00:04:02,680 --> 00:04:05,120 Speaker 1: That is significant to advertisers when you're talking about the 75 00:04:05,200 --> 00:04:07,920 Speaker 1: kinds of dollars that are at state. So in other words, 76 00:04:08,760 --> 00:04:11,360 Speaker 1: the way Nielsen used to do it, they how do 77 00:04:11,400 --> 00:04:14,880 Speaker 1: they count it? They have mobile monitors, so yeah, I mean, 78 00:04:14,880 --> 00:04:17,000 Speaker 1: obviously every single person doesn't get it, but they figure 79 00:04:17,000 --> 00:04:20,080 Speaker 1: it's a big enough sample size that they can project 80 00:04:20,520 --> 00:04:24,000 Speaker 1: the pattern of behavior around the country. But the old 81 00:04:24,000 --> 00:04:27,120 Speaker 1: school used to be where there was this device. Yeah, 82 00:04:27,160 --> 00:04:28,880 Speaker 1: you said it on top of the box, but it 83 00:04:28,960 --> 00:04:31,839 Speaker 1: was just counting that one TV that one, and you 84 00:04:31,880 --> 00:04:35,719 Speaker 1: were very influential. If you were Nielsen Home, you were 85 00:04:35,880 --> 00:04:39,359 Speaker 1: very influential as to determining the viewing patterns of the 86 00:04:39,400 --> 00:04:42,640 Speaker 1: country because they only had that sample size. This gives 87 00:04:42,680 --> 00:04:46,680 Speaker 1: a better picture. And Fox Sports told me that this 88 00:04:46,720 --> 00:04:50,599 Speaker 1: sort of made all advertisers whole, because the narrative moving 89 00:04:50,600 --> 00:04:53,640 Speaker 1: forward throughout the tournament was that the ratings were far 90 00:04:53,680 --> 00:04:55,880 Speaker 1: down from last year. They were giving make goods that 91 00:04:55,960 --> 00:04:59,599 Speaker 1: the advertisers were not getting what was guaranteed. Now you 92 00:04:59,680 --> 00:05:03,000 Speaker 1: add all this in and you see that, yes they were. 93 00:05:03,040 --> 00:05:07,920 Speaker 1: And the most dramatic ones, the semifinals, the two semifinal matches, 94 00:05:08,080 --> 00:05:11,279 Speaker 1: and this is the future of TV watching because everybody's 95 00:05:11,320 --> 00:05:14,919 Speaker 1: gonna be watching digitally mobile. Those games were on Tuesday 96 00:05:15,000 --> 00:05:17,600 Speaker 1: and Wednesday mornings and afternoon here in the US when 97 00:05:17,600 --> 00:05:19,880 Speaker 1: most people at work. If you count the out of 98 00:05:19,920 --> 00:05:23,359 Speaker 1: home audience, that boosted the overall number you ready for 99 00:05:23,360 --> 00:05:28,240 Speaker 1: this bar by greater than fifty percent. If you're an advertiser, 100 00:05:28,279 --> 00:05:30,240 Speaker 1: you wanted those And by the way, that's in the 101 00:05:30,240 --> 00:05:33,160 Speaker 1: eighteen to thirty four demographic. We hear advertisers like those 102 00:05:33,160 --> 00:05:38,839 Speaker 1: folks a little bit speaking of TV ratings, it's a bonus. 103 00:05:39,000 --> 00:05:42,880 Speaker 1: This is a bonus. I gotta talk about Tiger Woods 104 00:05:42,960 --> 00:05:47,560 Speaker 1: almost winning the p g A Championship. Congratulations Brooks Kepka 105 00:05:47,680 --> 00:05:50,080 Speaker 1: for winning it by two strokes. Getting to be very 106 00:05:50,080 --> 00:05:52,560 Speaker 1: woods like. It's like Kepta is gonna win up kept 107 00:05:52,560 --> 00:05:56,000 Speaker 1: going one again? Yeah, yeah, I mean this is it's amazing. 108 00:05:56,240 --> 00:06:00,480 Speaker 1: I mean everybody was glued, any golf fan especially glued 109 00:06:00,520 --> 00:06:02,520 Speaker 1: to the TV set because all of a sudden you 110 00:06:02,560 --> 00:06:06,000 Speaker 1: saw the old Tiger coming out, and I know TV 111 00:06:06,160 --> 00:06:07,880 Speaker 1: ratings had to be through the roof. Yeah, that we'll 112 00:06:07,880 --> 00:06:10,160 Speaker 1: see today. But can you imagine when we talk about 113 00:06:10,560 --> 00:06:13,880 Speaker 1: out of home measurement and we talk about sports betting 114 00:06:13,880 --> 00:06:16,960 Speaker 1: and mobile, what the engagement's going to be like from 115 00:06:17,000 --> 00:06:19,040 Speaker 1: a younger demo and the p g A should be 116 00:06:19,120 --> 00:06:22,240 Speaker 1: loving every minute of this. Let's say Tigers down a 117 00:06:22,320 --> 00:06:25,159 Speaker 1: stroker two, he's on sixteen seventeen, he's lining up a 118 00:06:25,360 --> 00:06:28,120 Speaker 1: seven put, seven foot put, ten foot put, and you 119 00:06:28,160 --> 00:06:32,120 Speaker 1: can bet right there. Yeah your nay? That keeps me interested. 120 00:06:32,720 --> 00:06:35,279 Speaker 1: That's that's going to be. It's an exciting prospect for 121 00:06:35,320 --> 00:06:38,440 Speaker 1: all of sports. But I like it for baseball because 122 00:06:38,440 --> 00:06:42,279 Speaker 1: there's so many betting opportunities every pitch, every swing of 123 00:06:42,279 --> 00:06:45,960 Speaker 1: the bat. Golf, well, every stroke every player throughout the tournament. 124 00:06:46,160 --> 00:06:49,880 Speaker 1: Those algorithms are spending recalculating all sorts of different kinds 125 00:06:49,880 --> 00:06:52,919 Speaker 1: of bets. That's what the engagement's all about. I have 126 00:06:53,040 --> 00:06:54,960 Speaker 1: to give it up for Tiger. I just like you 127 00:06:54,960 --> 00:06:58,120 Speaker 1: never thought. You never thought, you know, I am sorry 128 00:06:58,120 --> 00:07:01,080 Speaker 1: to say that, but you know it's in. Playing at 129 00:07:01,120 --> 00:07:03,920 Speaker 1: that level is tough, but I never thought he would 130 00:07:03,960 --> 00:07:07,039 Speaker 1: almost pull off with his fifteenth major. Yeah, well, I 131 00:07:07,080 --> 00:07:10,800 Speaker 1: mean after the surgeries and the time away, and it's 132 00:07:10,800 --> 00:07:14,360 Speaker 1: not easy there. He is in contention and the network 133 00:07:14,400 --> 00:07:17,480 Speaker 1: executives are loving them. You know why that this was 134 00:07:17,560 --> 00:07:22,200 Speaker 1: so big for TV because today you're seeing clips of 135 00:07:22,280 --> 00:07:25,360 Speaker 1: Tiger's new lady and you know, ready to send them 136 00:07:25,360 --> 00:07:28,560 Speaker 1: off congratulating him, and now they're talking about, you know, 137 00:07:29,160 --> 00:07:31,960 Speaker 1: his lady, you know, patting him on the tush as 138 00:07:31,960 --> 00:07:33,840 Speaker 1: he as you know, he heads on in there, and 139 00:07:34,040 --> 00:07:37,400 Speaker 1: that's how it's gotten for Tiger. Woods go ahead and 140 00:07:37,400 --> 00:07:42,080 Speaker 1: say it. I would say, I wasn't gonna say. You know, 141 00:07:42,080 --> 00:07:45,160 Speaker 1: you're a linear TV man. Thank you very much. This 142 00:07:45,320 --> 00:07:48,280 Speaker 1: is the Bloomberg Business of Sports podcast on Michael Barr 143 00:07:48,520 --> 00:07:52,200 Speaker 1: along with Scott Sasnik and we miss Evan Nobe Williams. 144 00:07:52,400 --> 00:07:54,240 Speaker 1: Nice job because on the script it says and Eman 145 00:07:54,280 --> 00:07:55,920 Speaker 1: Novie Williams and I was in my head betting you 146 00:07:55,960 --> 00:07:59,560 Speaker 1: were going to say, but you didn't lost that. I'm used. 147 00:08:00,040 --> 00:08:03,040 Speaker 1: As you know, we are here every Monday, Wednesday and 148 00:08:03,080 --> 00:08:05,720 Speaker 1: Thursday exploring the world of money in sports. And if 149 00:08:05,720 --> 00:08:09,320 Speaker 1: Evan was here, he would say, join us again this 150 00:08:09,440 --> 00:08:13,520 Speaker 1: Wednesday when we speak with the brightest and best in 151 00:08:13,560 --> 00:08:17,000 Speaker 1: the world, the biggest and brightest every week, he says, 152 00:08:17,040 --> 00:08:20,400 Speaker 1: He'd say, the biggest and brightest. And then what would 153 00:08:20,400 --> 00:08:23,000 Speaker 1: you say? If you were here? Then I would say, 154 00:08:24,360 --> 00:08:27,400 Speaker 1: has it's written down here? You're listening to Bloomberg Business 155 00:08:27,400 --> 00:08:30,320 Speaker 1: of Sports on Bloomberg Radio around the world and online 156 00:08:30,640 --> 00:08:32,360 Speaker 1: as an Apple podcast on iTunes.