Modell's, Geico Top Brand Exposure For ESPN MLB Opener
 |
Geico Receives Highest Exposure Time On ESPN
For Sunday's Braves-Nationals Season-Opener |
The Nationals opened their new ballpark in DC last Sunday night without a naming-rights deal, potentially making on-site signage at the venue even more valuable. While on-site signage was limited compared to other recently opened ballparks, no single location received more exposure than Geico's permanent outfield wall sign, according to a brand exposure analysis conducted by Relay Worldwide. The size and location in right-center field helped Geico attract more than four minutes, 30 seconds of exposure. Geico's exposure was significantly greater than the three permanent signs located in left field. The Boys & Girls Club, ExxonMobil and Bud Light all have permanent signs located in either left or left-center field, and all three brands received a combined total of less than 30 seconds of exposure throughout the broadcast. Modell's multiple logos located in and around the dugouts of Nationals Park proved to be more valuable than all companies due to their multiple exposures, edging out Geico by $232. The following lists exposure time and value for the top 10 brands from last Sunday night's MLB season opener on ESPN (Relay Worldwide).
|
RK
|
BRAND
|
ON-SITE SIGNAGE LOCATIONS
|
EXPOSURE TIME
|
# OF RECOGNITIONS
|
VALUE
|
|
1
|
Modell’s
|
Dugout Signage
|
0:03:50
|
298
|
$44,655
|
|
2
|
Geico
|
Outfield Wall Signage
|
0:04:31
|
277
|
$44,417
|
|
3
|
Coca-Cola
|
Scoreboard Signage
|
0:01:56
|
117
|
$18,218
|
|
4
|
DC Lottery
|
Outfield Wall – LED Signage
|
0:00:59
|
59
|
$9,444
|
|
5
|
PNC Bank
|
Scoreboard Signage
|
0:00:56
|
56
|
$8,169
|
|
6
|
PNC Bank |
Upper Level LED Signage |
0:00:30
|
57
|
$8,152
|
|
7
|
Sibley |
Upper Level LED Signage |
0:00:19
|
27
|
$3,855
|
|
8
|
Miller Lite |
Scoreboard Signage |
0:00:23
|
23
|
$3,223
|
|
9
|
PNC Bank |
Outfield Wall – LED Signage |
0:00:09
|
16
|
$2,302
|
|
10
|
WTOP 103.5 |
Bullpen Signage – Left Field |
0:00:11
|
11
|
$1,287
|
METHODOLOGY: These results were computed by Relay Worldwide's proprietary digital monitoring and valuation service that computes the amount of exposure and value of in-broadcast branded content. Optical recognition technology scans televised broadcasts for brand images and collects a series of data including duration, size and location on screen. With this data, Relay computes a Viewer Engagement Index, and along with spot costs for 30-second commercial units within the broadcast, computes an objective value for the brand's total exposure.
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