One of the most notable changes across NFL stadiums in 2020 is the increased availability of TV-visible assets primarily because of the addition of seat cover signage. SportsAtlas leveraged Nielsen Sports data to take a look at TV-visible exposure through Week 10, the most recently available data, and identify trends compared to the 2019 season.
Emerging Brands
■ Invisalign had 21 seconds of TV-visible exposure through Week 10 in 2019 despite entering into various team partnerships, but this season it has received exposure with three teams (the Green Bay Packers, New Orleans Saints and Philadelphia Eagles) and has partnerships with eight others. The result has been 11 minutes on screen, all but 12 seconds of which is due to seat cover signage. In addition to its in-venue inventory and a league-level partnership, Invisalign is quite active on social media, with 73 posts across eight of the company’s sponsored teams since the season began. Its activations focus around “Moments that made you smile” from teams’ games, happy birthday posts, and sponsored giveaways.
■ Old Spice has partnered with the Atlanta Falcons, Los Angeles Chargers, Los Angeles Rams and Tennessee Titans to receive seat-cover signage for much-coveted Sunday exposure after having no such in-venue inventory last season. The plan has paid off, with Old Spice getting 22 minutes of screen-time this season.
Exiting Brands
■ One of the most noticeable — and easy to explain — absentees from the sponsorship landscape this season is Ticketmaster. After receiving television exposure with 15 different teams last season, the ticketing brand has been linked to just four this season: the Buffalo Bills, New England Patriots, Tennessee Titans and Washington Football Team. As a result, its on-screen time has dropped 69%.
■ Another brand absent this year after a strong presence in 2019 is Uber. While the company has gone unnoticed on broadcasts, Postmates, which was recently acquired by Uber, serves as the official on-demand food delivery partner of the NFL and receives signage with the Los Angeles Rams.
For more data research and analysis, visit sportsatlas.com.
