Co-creation in the Sport Media Network: Attention Creating and Attention Destruction Interdependencies Between Live and Media Advertisements

Throughout time advertising has proven to be a vital organism for the functionality of the market. Every day individuals are faced with numerous advertising, whether it is print, online, TV or other commercial stimuli. Advertisers have put hard work into generating as much value as possible out of their ads. Cross-media campaigns, sponsoring and other formats are all efforts in augmenting consumer realisation and ensuring loyalty. The functionality and efficiency of such techniques have not always proven to be successful. Advertising is supposed to construct value through incorporating consumers into their value chain. Advertising could sometimes result in the deconstruction of value, especially when the value of an offer or a product is demolished by another. More and more broadcasting institutions use split-screening as an innovative form of advertisement. They compete against the various actors of the value network of a live sport event for spectators’ attention. The frame conditions are different. On the one side you have media rights and on the other hand it is dealt with advertising rights in the live case. The aim of our work is to analyse the destructive interaction of varied advertising methods which are broadcasted at one event. The interaction between stadium sponsoring and split screening is the chosen example. When the audience interacts with the ad they become part of the value creation. New technology has created the opportunity of multiple forms of advertising to be broadcasted at the same time in the same place. An example of this is when using background advertising in addition to split-screen fading which is broadcasted on television. Is it necessarily a co-destruction or can the participating actors convert it into co-creation? Therefore we have to ask the following questions: