Commercial Success

Looking back near the end of ABC's run of the Professional Bowlers Tour, one should have seen the end coming. Nearly all the commercials being run were of bowling products. Gone were the Quaker State oil and Miller Beer commercials.

The success of any show or other entertainment vehicle is measured in advertisement dollars. Obviously, with the large number of people who watch the Super Bowl, the networks charge high rates for commercial time. If professional bowling on television is to be a viable success, there must be companies willing to advertise on the programs. On ABC, there seemed to be nothing but Brunswick, Columbia, or Dexter commercials. Sure, that is targeted advertising, but bowlers buy Buicks just like golfers who watch Tiger Woods on TV.





With the new PBA on ESPN, we are seeing non-bowling products being advertised, which is a good sign. Now the bad sign. Must we see the same three commercials over and over? The GEICO commercials are clever. But they get old when you see them six times in a 90 minute telecast. I know the PBA sales staff is trying hard to get more sponsors. The more variety you see for commercials, the more successful the PBA.

The new PBA also wanted to make stars out of its bowlers. Seeing them in commercials endorsing non-bowling products is a good way to increase their visibility. WRW in Denny's commercials and the new Lumber Liquidators ad with Parker Bohn III are a good start. How about Chris Barnes drinking a Pepsi? Of course, ESPN uses them also for self-promotion. Remember all the coverage Pete Weber had under the persona of 'PDW'?




So, you can gauge the success of the PBA by watching the commercials. The more variety of products you see on the small screen, the more prize money, the more respect, and a better image for pro bowling should follow.