Comerica park ranks high for media impressions, company says

Comerica Park gets attention. And a firm in Ann Arbor that accounts for such things said Monday that, for the first three months of the season, it is the second most-noted stadium name in Major League Baseball.

Joyce Julius & Associates Inc. counts the number of "impressions" created by marketing rights, like the name-sponsorship of stadiums. The impressions are views or mentions on national, regional and local media, including television, radio, newspapers and the Internet.

The Mets' stadium, Citi Field, led all name-sponsorships for stadiums in MLB, followed by Comerica Park, Target Field in Minnesota, Citizens Bank Park in Philadelphia and Miller Park in Milwaukee, according to the company.

Yankee Stadium, Fenway Park and Dodger Stadium are among the stadiums in major media markets that are not on the list because they do not have naming rights.

Joyce Julius estimated the value for the exposure at $3.4 million, from March 31 to June 30, for Comerica Park. For Citi Field it was $5.1 million and for Target Field it was $2.9 million.

Comerica Bank reportedly paid $66 million for 30 years in 2000 for the naming rights, about $2.2 million per year.

If Joyce Julius is right, the bank underpaid.