Free Signs at Detroit’s Comerica Park Could Land $2.5 Million of Sponsorship Exposure Value for The Big Three Auto Makers
ANN ARBOR,
MI, April 15, 2009 – In response to unprecedented tough times for
Detroit’s auto manufacturers, Tigers Owner Mike Ilitch recently made the
decision to waive the sponsorship fee for some prime signage locations in
Comerica Park, and allowed Chrysler, Ford and General Motors to place their
signs in the stadium at no cost. Based
on results from the first three-game series of the season this past weekend in
Detroit, the signage areas likely will generate a minimum $2.5 million of
comparable exposure value for the auto brands during 2009.
According
to research conducted by Joyce Julius & Associates, Inc., which specializes
in measuring the scope of sponsorships across all forms of media, the three
signs located above the ballpark’s centerfield fountain appeared clear and
in-focus for eight minutes, nine seconds (8:09) during the three season-opening
telecast on FSN Detroit. Ford’s
sign monitored for 3:18 to lead the way, followed by GM (3:00) and Chrysler
(1:51).
When
comparing the in-broadcast exposure to the estimated cost of a commercial during
each respective telecast, and applying Joyce Julius Recognition Grading—which
takes into account such factors as size and placement of the image on screen, as
well as brand clutter—over the course of an entire season, The Big Three will
share $1.3 million of in-game regional and national television exposure.
General
Motors, the former exclusive sponsor of the water fountain area in Comerica
Park, retains the largest of the three sign locations, and is projected to
collect $595,000 of exposure value from 2009 game broadcasts.
Additionally, GM’s sign will appear during national highlight programs,
such as ESPN’s SportsCenter and Baseball Tonight, bringing about another
nearly $200,000 in unpaid sponsorship exposure.
Finally,
fans attending Tigers games this summer will also have ample opportunity to view
the GM sign. When considering
conservative attendance estimates, along with Joyce Julius Recognition
Grading—which weighs elements such as visibility throughout the venue,
competing messages and proximity to the game action, the auto maker’s onsite
exposure is valued at some $360,000. Altogether,
the media exposure from game broadcasts and highlights, as well as the impact
made on the stadium’s paying customers, will net GM an exposure value of
$1,152,000 for the season.
Auto Brand
Game Telecasts
Highlight Programs On-Site
Exposure Season Total:
General
Motors
$595,050
$197,640
$360,240 $1,152,930
Ford
462,070
66,015
240,160 768,245
Chrysler
243,245
66,015
240,160 549,420
About
Joyce Julius & Associates, Inc.:
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