SBD/August 16, 2011/Franchises

N.Y. State Of Mind: Jets Closing Gap On Giants In Key Business Metrics

Giants rank in top three of NFL in sponsorship, ticket revenue
The fortunes of N.Y.’s football teams have "quickly shifted," and though the Jets “have a ways to go to breach Giants territory, they are gaining ground,” according to Daniel Massey of CRAINS N.Y. BUSINESS. In advertising rates and TV ratings, the gap between the two “is nonexistent, and the Jets are closing in on the Giants' total fan base.” Media buyer UM Senior Market Specialist Jennifer Renda said that both clubs “command $50,000 to $70,000 for a 30-second local television spot.” Renda: “I'd think within the next month or two, the Jets will probably edge out the Giants and command 10% to 15% more.” Nielsen reported the Jets also “edged out the Giants in local TV ratings last season, 15.8 to 15.7,” though one Giants game “lost viewers because of the Fox-Cablevision battle.” Scarborough Sports Research found that in the past year, “40% of adults in the New York area watched, listened to or attended a Giants game, compared with 37% for the Jets.” The “fan base deficit of 3 percentage points is down from 8 points” in '09. The Jets also “have nearly 169,000 Twitter followers, highest in the league and more than five times the Giants' number.” The Giants have “26% more Facebook fans, but the Jets are 10th on Activ8Social's top 30 list of global sports teams on Facebook.” Still, Giants Senior VP & CMO Mike Stevens said that his team ranks in the NFL's “top three in both sponsorship and ticket revenue.” And aside from “a few PSLs held out for sponsors, all Giants licenses have been sold.” The Jets are “still marketing some PSLs, and did not disclose revenue rankings” (CRAINS N.Y. BUSINESS, 8/14 issue).
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