When FOX Sports announced that it would be launching a “rival” to ESPN in the form of FOX Sports 1, many in sports and social media circles were thrilled. ESPN needs competition said some. The amount of drivel on ESPN makes it unwatchable said others. That was over a year ago. Some still believe that.
How did I feel? Meh.
Meh for the simple reason that sports networks just didn’t resonate with me anymore. I long ago tuned out ESPN’s non-event offerings. Only exceptions: 30-for-30 and E:60. Even their ESPN Radio offerings were a turn-off. Same goes for Fox Sports. Aside from a soccer match or an occasional NFL game, Fox’s sports offerings were putrid. So what would I need with a new sports network? Nothing. Especially since I have Twitter and my phone.
Why watch a highlight on SportsCenter when I could see a GIF of it on Twitter? Do I really need to see the scores when it’s so easily accessible on the beat writer’s Twitter feed or on a phone app? Everything I need for sports news is easily accessible these days without turning on the television. What could Fox Sports 1 offer someone like me? Nothing. Absolutely nothing.
Now that they’ve been around for a year and seeing stuff like this…I’m not missing much am I?
One big issue for @FOXSports1? A marketing disconnect w. viewers. Compare this CFB promo/slogan vs. ESPN. Total miss: http://t.co/MVFdY3XSIV
— Richard Deitsch (@richarddeitsch) August 14, 2014
Didn’t think so.
College football is abt. passion, tradition, faith. That FS1 ad is about marital discontent & also implies women are not fans. Brutal.
— Richard Deitsch (@richarddeitsch) August 14, 2014
*
Truth be told, I couldn’t watch much of that video. I know some people who work at Fox Sports. I have no idea if they had anything to do with that ad or not. I truly hope not. FS1 has made some smart moves in recent months by hiring the likes of Bruce Feldman and Stewart Mandel for their college football offerings. Those two additions make up for the extreme misstep of the Crowd Goes Wild show and the still-employed Clay Travis. But, just barely.
The expectations and braggadocio of Fox last summer about FS1 were, in a word, FUN (The One for Fun). They would challenge the mighty behemoth, ESPN. One year on, those expectations and braggadocio are gone. Disappointment might be a better description.
Long-term disappointment? Maybe not. As the saying goes, Rome wasn’t built in a day. But, with ads like that “one” FS1, your definition of FUN might need a bit of refining, especially for your long-term prospects.
***
FINAL THOUGHT: Just in case you thought I was alone, a few replies to Richard Deitsch’s second tweet:
***
Is it truly that much of a marketing failure? I agree this particular ad disenfranchises women, but now it will be an epic failure if Fox Sports 1 does not follow up with something targeting their female audience.
Interesting post with FoxSports1 releasing, I do agree the ad was not targeting women – but obviously they are targeting the far larger male audience that ESPN currently has monopolized.