Formed by three leaders in TV, sports, and entertainment joining forces
“Keith, Larry, and Bill at the Newstar Group are pro’s pros. They are helping guide US Youth Soccer in navigating real-time media delivery trends. Their focus on providing data, coupled with their extensive relationships in the sports and media industries, has allowed USYS to make wise and informed business decisions.”
— George Stieren, director of marketing & communications, US Youth Soccer
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| Emmy Award winner Bill Harvey helped shape today’s mediascape. | Larry Novenstern, “One of the most influential people in sports media.” | Keith Ferguson has 30 years of experience in management of Olympic sports and sports television. |
We teamed up to help sports organizations navigate the new video distribution landscape. Our focus is on giving straightforward, independent strategic guidance to our clients to differentiate them in the constantly changing worlds of sports, TV, and technology.
We leverage existing relationships with Networks, Sports Marketing Agencies, Streaming Companies, Commercial Advertisers, and Ad Agencies. Our focus is on developing adaptable multi-platform streaming strategies to deliver quality content that reaches fans now and in the future. We emphasize monetization through licensing rights, advertising, and sponsorships. We also explore new technology strategies, like on-demand statistics for younger viewers, and work on promoting emerging sports disciplines and events.
Bill Harvey, Chief Research Officer and co-founder of NewStar Group, LLC
Bill Harvey is one of the best-known media researchers in the world, having worked with over 70 of the top 100 advertisers and every major agency and media company in the top 34 industrialized nations. He is best known for major innovations which he was first to introduce which have all become widespread in their adoption, including the ADI/DMA, passive peoplemeters, set-top box data (for which he won an Emmy®Award), addressable commercials, and the use of big data to optimize and measure the return on advertising investments. His newsletters and blogs have been read and shared by leaders in media, marketing and advertising for the past 35 years, and is a frequent speaker at industry conferences. He predicted the rise of digital media and helped guide its development, introducing the terms clickstream and clickthrough.
He has been a leader in the use of context effects to justify premium pricing for sports and other high-impact media types. At his company TRA (acquired by TiVo in 2012) he was among the first to call attention, using the new tools he and his teams had created, to the high return on ad spend associated with sports programming, much more than overcoming the premium pricing of sports. As a consultant to FOX, he guided the creation of a ten-year Return On Ad Spend (ROAS) study covering over three trillion dollars in sales and fifty billion dollars in ad investments. This study showed that despite its high CPMs, sports ROAS payback is higher than any other media type. The study also showed what the optimal reallocation would be by media types which almost always showed the need to spend more on TV sports. Currently, he is working with FOX and Wharton Neuroscience in a study of how advertising in different media types, including TV sports, has different effects on the brain.
Bill has also worked with most of the Hollywood studios and networks on the creation of new programs, and has devised and proven a method of measuring a person’s motivations based on the content that person consumes, and tying that information back into programming and marketing decision making. Currently, that method is being explored by major television sports entities for its applicability in proving that sports also excel at long-term “brand love” effects in addition to its solid production of short-term brand sales.
Through technology affiliates around the world, Bill has his finger on all of the new technologies relevant to sports media applications. He has his own personal AI available to answer questions 24/7.
Bill is a student of, and a teacher of Flow State, and has published books and articles aimed at helping people get into the zone by studying their own egos and transcending them. He has a passion for expanding the concept of sports programming to include the lives lived by athletes especially those who are good role models for the young.
“An executive who has represented the epitome of media research innovation for well over two decades, Bill Harvey seems to have innovation in his DNA and has demonstrated ingenuity and astounding thought processes and capabilities over and over again and he shows no signs of slowing down.” — Bob Lederer, Publisher, Research Business Daily Reports
Larry Novenstern, President and co-founder of NewStar Group, LLC
A sports marketing and media specialist, Larry is a problem solver and strategic thinker. He’s created groundbreaking positions in sports marketing and has helped develop some of the more memorable marketing and media campaigns. He is a leader in commercial (digital, linear & streaming) program integration and has worked with leading producers such as Ben Silverman and Mark Burnett. He’s spent most of his career building brands. Larry sees the picture from all angles as he has worked in all sides of media and marketing — from his Ad Agency days to being US Media Consultant for Mastercard and his stints in media sales, most notably with The Tennis Channel where he was head of partnerships. His ability to gauge a situation and work on his clients’ behalf has been evident since his early days with J. Walter Thompson and D’arcy McManus & Masius. Larry has worked in the most competitive categories in media, including alcoholic beverages, credit cards, telecom, QSR, and beverages. He’s held senior positions at major media holding companies, including OMG, IPG, and Publicis.
He’s worked with many of the biggest names in media and sales and has developed meaningful relationships based on his style and thinking. While considered a great negotiator, Larry tries to make every situation the proverbial win-win, but does this expertly by making sure he’s always acting in his client’s best interest.
Larry was named the 15th Most Influential Person in Sports Advertising by the Sports Business Journal. He developed the VISA NFL Halftime on FOX and the VISA Triple Crown to name a few. His passion for brand building is second to none.
“Larry Novenstern is one of the few people in the media business who has first-hand experience on the agency, client, and broadcaster side. His acute knowledge of the business and his many deep relationships are a rarity and make him a valuable asset.” — Jon Miller, President of Programming, NBC Sports
Keith Ferguson, CEO and co-founder of NewStar Group, LLC
Keith Ferguson brings over 20 years of experience in Olympic and professional sports, along with a decade in sports television. He leads the organization, directs its mission, and drives client solution development. Keith is passionate about how sports and television positively impact young lives.
With a steadfast commitment to sports, athletes, and artists, Keith has a track record of successful events, building strong partner relationships, and managing challenges in sports, entertainment, and television sectors, especially during live events. His skills include sport development, marketing,
sponsorship, advertising, athlete management, and television production.
Currently, Keith sits on the boards of several non-profit organizations and coaches youth sports. He was raised in south Texas and holds a bachelor’s degree from the University of Central Oklahoma. Outside of his professional life, Keith enjoys golf, downhill skiing, and weight training.
“Keith Ferguson understands the business needs and challenges of Sports Federations in the constantly changing environment of Olympic sport.” — Steve McNally, Chief Executive Officer, USA Taekwondo