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SBD/Issue 196/The Back of the Book
Frozen Asset: Dodge Spends $3.1M On NHL Advertising
Published July 1, 2008
Dodge led all companies in NHL ad spending, pouring $3.1M into the league from October-April, which accounted for 2.87% of the company's entire advertising budget during that same time period. Of the top advertisers outside of the NHL itself, PokerStars dedicated the largest portion of its total advertising budget to the NHL with 14.95%. EAS was the only other company to dedicate a double-digit percentage (10.35%). The auto category proved to spend the most on the NHL, with Dodge, Volkswagen, Chrysler and Honda cracking the top 20, while only one QSR (KFC) made the top advertisers. The following lists the top 20 NHL advertisers from October-April, along with total advertising budgets for those companies, and parent companies, where applicable (Nielsen).
|
TOP 20 LEADING ADVERTISERS FOR '07-08 NHL SEASON
|
||||
|
RK
|
BRAND
|
TOTAL NHL ADVERTISING
|
TOTAL ADVERTISING
|
% NHL
|
|---|---|---|---|---|
|
1
|
Dodge
|
$3,120,578
|
$108,725,080
|
2.87%
|
|
2
|
Verizon
|
$3,088,854
|
$435,738,193
|
0.71%
|
|
3
|
U.S. Marine Corps
|
$1,894,901
|
$38,267,785
|
4.95%
|
|
4
|
Flomax*
|
$1,780,679
|
$119,346,109
|
1.49%
|
|
5
|
Heineken |
$1,525,000
|
$28,518,291
|
5.35%
|
|
6
|
Geico |
$1,476,905
|
$169,441,275
|
0.87%
|
|
7
|
Edge Shaving Gel |
$1,330,940
|
$170,041,431
|
0.78%
|
|
8
|
Volkswagen |
$1,287,010
|
$76,983,760
|
1.67%
|
|
9
|
DirectBuy |
$1,213,731
|
$47,325,646
|
2.56%
|
|
10
|
U.S. Navy |
$1,195,431
|
$15,599,075
|
7.66%
|
|
11
|
PokerStars^ |
$1,147,000
|
$7,674,246
|
14.95%
|
|
12
|
ADT Security |
$1,131,500
|
$15,773,526
|
7.17%
|
|
13
|
Progressive |
$1,093,751
|
$123,574,973
|
0.89%
|
|
14
|
KFC |
$1,041,072
|
$98,934,822
|
1.05%
|
|
15
|
EAS |
$968,560
|
$9,353,653
|
10.35%
|
|
16
|
Anheuser-Busch |
$913,337
|
$198,853,468
|
0.46%
|
|
17
|
Levi Strauss |
$903,153
|
$18,293,602
|
4.94%
|
|
18
|
NHL |
$750,934
|
$781,692
|
96.07%
|
|
19
|
Chrysler |
$736,245
|
$54,271,215
|
1.36%
|
|
20
|
Honda |
$666,838
|
$146,066,759
|
0.46%
|
NOTES: Spending by national TV for the entire regular season through April 30. *= Parent company is Boehringer Ingelheim Pharmaceuticals. ^ = Trademark of Rational Enterprises.
