In collaboration with Payame Noor University and Iranian Scientific association of sport management

Document Type : Research Paper

Authors

Associate Professor of Sport Management, University of Mazandaran

Abstract

Advertising, as one of the most essential elements of modern marketing, is the main focus to directing the opinions, attitudes, and expectations of customers, and ultimately the occurrence of behavioral reaction that is buying the intended product. Hence, the aim of this study was the Estimating the Economic Value of Navad Programs Ads for Organization of Broadcasting. This was an applied research, and the method for collecting information and data was in a desk (library) way and, based on advertising tariffs, obtained from the IRIB website. Then, using the data obtained from the advertising tariff, Data analysis is based on Excel software. The results indicate that IRIB's revenue from advertising of NAVAD program in the year 2018 was $ 5 billion and 400 million Tomans per week, $ 21 billion and 600 million Tomans per month, and $ 1 trillion and 123 billion and 200 million Tomans per year, respectively. Thus, according to the research findings, IRIB officials are suggested to increase their advertising revenue from ads of the program with an emphasis on planning and re-broadcasting the NAVAD program from Channel 3 (TV 3).

Keywords

Akbari, K., & Lotfi Khachaki, B. (2018). Semiotics analysis of Islamic Republic of Iran television commercials from a lifestyle viewpoint. Journal of Visual and Audiovisual Media, 27(12), 150-186. (Persian)
Ali Mohammadi, M. (2008). Policies and planning of commercial advertising in voice-over-air. Media Magazine, 3(19), 147-172. (Persian)
Ansari, K. (2016). Literary criticism and cultural studies, critical reading of commercial Ads. Journal of Social Science Book Review, 11(3), 53-64. (Persian)
Azadi, R., Yusefi, B., & Eidi, H. (2014). The role of media advertising in promoting brand equity in the sports apparel industry. Communication Management in Sports Media, 2(6), 66-75. (Persian)
Babaei Meybodi, H., Kounjkave, A., & Karimi Meybodi, E. (2019). The effect of using famous verifiers on television commercial messages on attitude and intention to buy audiences. Journal of Audiovisual Media, 30(13), 253-277. (Persian)
Bína, V., Gunina, D., & Kincl, T. (2019). TV advertising reach: model for effective scheduling. In Advances in advertising research X (pp. 215-228). Wiesbaden: Springer Gabler.‏
Bossuyt, S., Voorend, R., & Geerts, D. (2019). Augmented fast-forwarding: Can we improve advertising impact by enriching fast-forwarded commercials?  Proceedings of the 2019 ACM International Conference on Interactive Experiences for TV and Online Video (pp. 205-215). Salford, Manchester.‏
Buratto, A., Viscolani, B., & Ranocchi, L. (2019). Optimal advertising strategies in a sports licensing contract. International. Journal of Contemporary Mathematical Sciences, 14(2), 81-89.‏‏
Chang, A. (2019). The impact of television advertising on food preferences and consumption among Chinese children. China Media Research, 15(1), 77.
Chelmis, E., Niklis, D., Baourakis, G., & Zopounidis, C. (2019). Multiciteria evaluation of football clubs: The Greek Superleague. Operational Research, 19(2), 585-614.‏
Díaz-Núñez, F., Halman, N., & Vásquez, Ó. C. (2019). The TV advertisements scheduling problem. Optimization Letters, 13(1), 81-94.‏
Elsan, M. (2013). Comparative study of sports broadcasting contracts. Comparative Law Research, 3(4), 1-24. (Persian)
Enayati Shokkalei, A., & Mohammad Khani Malkouh, M. (2012). The role of television in the popularization of football in Iran. Journal of Communication Research, 1(69), 71-100. (Persian)
Ghasemi, H. (2015). The role of television in football ethics from the perspective of the Iranian Premier League and division one. Journal of Communication Research, 1(81), 85-104. (Persian)
Ghasemi, H.,  Nourbakhsh, M.,  Saadipour, I., &  Sedighi, F. (2012). Content analysis of the Ninety Sport television program. Applied Research in Management and Life Sciences in Sport, 1(3), 39-48. (Persian)
Hackley, C., & Hackley, A. R. (2019). Advertising at the threshold: Paratextual promotion in the era of media convergence. Marketing Theory, 19(2), 195-215.‏
Jafari Haftkhani, N., & Chboki, R. (2009). Commercial advertising policy in the Islamic Republic of Iran (Challenges and opportunities of banking advertising) Journal of Culture and Communication, 1(26), 5-30. (Persian)
Ja'fari Haftkhvani, N., & Bashir, H. (2007). An introduction to the use of semiotics in advertising message analysis (Case study: Press Ads. Strategic Management Thought Journal, 2(1), 151-188. (Persian)
Jones, S. C. (2010). When does alcohol sponsorship of sport become sports sponsorship of alcohol? A case study of developments in sport in Australia. International Journal of Sports Marketing and Sponsorship, 11(3), 67-78.
Kalantari, F., & Dolatari, I. (2017). The effect of advertising on adolescents' attraction to football schools in Zanjan. Journal of Sport Management, 4(39), 617-634. (Persian)
Kambitsis, C., Harahousou, Y., Theodorakis, N., & Chatzibeis, G. (2002). Sports advertising in print media: the case of 2000 Olympic Games. Corporate Communications: An International Journal, 7(3), 155-161.
Kang, M. Y. (2020). Advertising allocation and impact of advertising on event ticket sales: Which product, where, and when. International Journal of Market Research, 62(4), 483-498.
Kashmiri, N., Elahi, A., & Akbari Yazdi, H. (2017). The Effectiveness of Irancell sports advertising in the iranian professional Football League based on AIDA model. Journal of Sport Management Studies, 39(9), 30-43. (Persian)
Kent, B., Mosley, B. N., & Schweidel, D. A. (2019). Advertisements in DVR time: The shelf life of recorded television commercials in drama, reality, and sports programs. Journal of Advertising Research, 59(1), 73-84.‏
Khayat, M., Nasrollahi, M., & Ghaffari, M. (2020) Pathology of the effects of national media commercial advertising on the development of national goods. Scientific Quarterly of Visual and Audio Media, 2(34), 58-35. (Persian)
Khodadad Hosseini, H., Jafarzadeh Jahani, M., & Bakhshi Zadeh, A. (2015). A study of brand equity from the perspective of beliefs that shape consumers' attitudes towards advertising through sport (soccer). Sport Management Studies, 28(7), 33-54. (Persian)
Khodadadi, M.,  Dehghan Pouri, H., & Sadri Oskouie, M. (2019). The role of media communication and effective advertising in attracting sponsors for sport (Case study: Table tennis board of East Azerbaijan province). Journal of Communication Management in Sport Media, 3(6), 89-102. (Persian)
Mallaei, M., & Salimi, A. (2019). Content analysis of media coverage of corruption in Iran’s Football: Case Study of TV program 90. Journal of Communication Management in Sports Media, 7(2), 111-120. (Persian)
Najafzadeh, M. (2020). A survey of audience attitudes towards program 90 and measuring their satisfaction. Journal of Media Management, 47(1), 44-35. (Persian)
Nomura, T., & Mitsukura, Y. (2015). EEG-based detection of TV commercials effects. Procedia Computer Science, 60, 131-140.‏
Ramalingam, V., Palaniappan, B., Panchanatham, N., & Palanivel, S. (2006). Measuring advertisement effectiveness: A neural network approach. Expert systems with applications, 31(1), 159-163.‏
Ramazani Nejad, R.,  Damirchi, A., & Ebrahimpour, S. (2011). Comparison of the extent to which goals have been achieved through the viewpoints of managers, technical staff and referees in the Premier League. Olympic Journal, 54(19), 171-184. (Persian)
Ranjbarian, B.,  Khorsand Nadzad, A., & Abdollahi, M. (2013). The relationship between advertising effectiveness and brand equity: A case study of Samsung home appliances. Business Management Perspective, 2(12), 77-92. (Persian)
Rezaei, S., Amiri, M., & Kozh chian, H. (2016). Investigating barriers to development of relationships between football clubs and voice of music in Iran. Sport Management, 2(8), 189-206. (Persian)
Shafer, P. R., Fowler, E. F., Baum, L., & Gollust, S. E. (2018). Television advertising and health insurance marketplace consumer engagement in kentucky: A natural experiment. Journal of Medical Internet Research, 20(10), e10872.‏
Sheikh, R., & Saifi, H. (2015). Advertising cost allocation with three appropriate cost allocation approaches, Shapley Value model and game centered techniques in game theory. Journal of Management Accounting, 24(8), 89-97. (Persian)
Shi, Y., & Zhao, Y. (2019). Modeling advertisers' willingness to pay in TV commercial slot auctions. Journal of Interactive Marketing, 48, 120-133.‏
Taghiabadi, M., &  Taghiabadi, H. (2019). Judgment, football and media: Critical discourse analysis of the Ninety TV program (90). Journal of Communication Management in Sports Media, 7(2), 53-68. (Persian)
Terekli, S., & Çobanoğlu, H. O. (2018). Developing economic values in football: Example of Turkish football federation. Open Access Library Journal, 5(02), 1-14.
Vali Zadeh, S., Mushkati, Z., & Fayqee, S. (2015). Analysis of cultural intelligence components in Ninety TV programs with emphasis on sport management. Contemporary Studies in Sport Management, 9(5), 35-48. (Persian)
Zare, A.,  Heidarinejad, S., & Shirali, R. (2016). The influence of mass media on the control of corruption in football sports. Journal of Communication Management in Sports Media, 4(3), 13-26. (Persian)