Sportsman Channel Engages Nielsen to Report Program Ratings
OutdoorHub 03.19.12
Sportsman Channel, the leader in outdoor TV for the American Sportsman, announced today it will be a Nielsen rated network, a critical step in the network’s major 2012 initiative to significantly expand its roster of non-endemic advertisers. Sportsman has been monitoring Nielsen’s demonstration data for over a year, and, with promising trends in all key metrics, has decided to report this data externally effective March 26.
Sportsman Channel is the only national television network 100 percent dedicated to the more than 82 million sportsmen in the United States. Over the past year it has aggressively acquired best-in-class programming, launched a new brand identity, intensified its marketing and promotion, and activated social media engagement.
The network recently announced that its universe had surpassed 31 million homes. The increase in households has helped to secure major endemic and non-endemic advertising partners such as Chevy Trucks, Ram Trucks, Can Am ATVs and SSVs and Realtree.
“Sportsman Channel is the gateway to a targeted, premium audience of American Sportsmen and women who are savvy, brand conscious, passionate and highly acquisitive,” said Gavin Harvey, chief executive officer, Sportsman Channel. “Now with Nielsen as our measuring partner, we can deliver on the demand from national advertisers who want to connect with the 82 million consumers who call themselves sportsmen.”
The network’s advertising sales effort is led by two seasoned executives, Mary Jeanne Cavanagh and Graig Hale.
Mary Jeanne Cavanagh, Sportsman’s executive vice president, advertising sales, is overseeing the effort to expand the network’s roster of national, non-endemic advertisers.
Said Cavanagh, “The availability of Nielsen data will greatly enhance our attractiveness to the many non-endemic advertisers who will benefit from being on our air.”
According to Cavanagh, the network’s highly concentrated male delivery appeals to advertisers in categories such as automotive, home improvement, beer and soft drinks, retailing, fast food, travel and many others.
Graig Hale, vice president, business development, leads Sportsman’s endemic sales, which has surged over the past year.
“Sportsman Channel represents a lifestyle that is as strong as it has ever been in this country,” said Hale. “Americans are enjoying shooting sports, hunting, and fishing in growing numbers, and that growth is fueling strong demand for our network from endemic businesses.”
