Gatorade Leads Brand Exposure During MLB All-Star Game

By Jon Show, Staff Writer

Chevrolet’s heavy sponsorship presence was not enough to eclipse Gatorade as the brand most exposed to Fox viewers 18+ during the June 12 MLB All-Star Game. According to data released today by Nielsen Sports’ Sponsorship Scorecard, MLB-partner Gatorade’s marks were seen 114 times for a total of 9 minutes, 55 seconds (9:55). Budweiser finished second, with MLB-partners Chevrolet and Pepsi and SBC Communications rounding out the top five. Super-imposed backstop signage received the most impressions, followed by the main scoreboard in left field; broadcast/on-air graphics; non super-imposed backstop signage; and the right-field wall.

TOP FIVE SPONSOR BRANDS BASED ON IMPRESSIONS OF VIEWERS 18+
BRAND	OCCURENCES	DURATION	IMPRESSIONS
Gatorade	114	9:55	212,200,000
Budweiser	83	7:41	189,100,000
Chevrolet	70	8:22	168,900,000
Pepsi	53	7:02	139,800,000
SBC Communications	25	5:04	88,600,000

Nielsen’s service, which measures sponsored media in televised sporting events, monitored Fox’ entire broadcast including pre- and post-game shows and computed in-stadium signage and sponsored broadcast elements, as well as verbal mentions of each. The marks had to be legible and on-screen for at least one full second in order to be counted. The frequency of each occurrence was logged and its duration compiled for every brand. The number of impressions is the aggregate of viewers 18+ who were watching during each brand exposure. Nielsen compiled data on the midsummer classic for the first time in ’04.

Fox’ frequent camera shots of players and coaches were responsible for the high ranking of Gatorade, whose logo appeared on dugout coolers and on bullpen towels and cups. Gatorade also had backstop signage. Chevy purchased extensive placement on Fox’ broadcast and on signage throughout Comerica Park, but received most of its exposure from digital backstop advertising. Pepsi, which holds entitlement to the “Pepsi Porch” entertainment section in right field through a deal with the Tigers, benefited from numerous shots of the illuminated red, white and blue orb logo perched above the section.

While some companies that have local deals with the Tigers were allowed to retain their signage rights depending on its location, none benefited more than SBC Communications, which holds a prominent spot on the main scoreboard in left field. Located just below the video screen, the sign was visible for a large portion of pre-game player introductions. Comerica Bank, which has a 30-year, $2.2 million annual naming-rights deal for the Tigers ballpark, ranked seventh. The Astros hosted last year’s MLB All-Star Game, where ballpark naming-rights sponsor Minute Maid ranked fifth.

Last year’s All-Star Game was dominated by Taco Bell with 83 occurrences accounting for 9 minutes, 30 seconds (9:30) of exposure, largely due to an extended inning during which the company held backstop rights. MLB’s official QSR, Taco Bell this year finished sixth and suffered from a lack of large, prominent signage in Comerica Park. Most of its exposure came through a pregame promotion where a fan was given 30 seconds to throw five pitches through a branded target at home plate.