WMU’s 2016 Football Season Worth More Thank $84M in Media Exposure, Study Says

WMU’s 2016 Football Season Worth More Thank $84M in Media Exposure, Study Says

Western Michigan’s historic 2016 football season tallied 13 wins along with a handful of team and individual trophies.

The program also collected more than $84 million in media exposure during the season, according to a study completed by Joyce Julius and Associates Inc.

This spring, the Mid-American Conference sought to better understand the value of its media exposure and the media exposure value of its member institutions, so it employed the Ann Arbor-based independent, third-party marketing agency to conduct the research.

While not every WMU game was included in the MAC’s survey, Joyce Julius and Associates analyzed five high points during the season: the Week 9 game against Ball State, ESPN’s College GameDay in Kalamazoo, the regular season finale against Toledo, the MAC Championship game against Ohio and the Goodyear Cotton Bowl.

The collective media exposure total was calculated at $69 million, with the biggest values coming from the Cotton Bowl ($41 million), the Toledo game ($8.1 million) and the MAC Championship ($6.9 million).

In addition to the in-season metrics, Joyce Julius and Associates reported the media exposure from Corey Davis’ fifth-overall selection in the 2017 NFL Draft was worth $15 million, as ESPN and the NFL Network offered WMU more than 10 minutes of direct attention in on-screen analysis and coverage. Additionally, the group’s research found more than 220 television programs and 7,300 news articles at the local and national levels alluded to Western Michigan and about 1,800 social media posts offered more exposure throughout the weekend.

“The 2016 Bronco Football season, MAC Championship, national ranking and appearance in a New Year’s Six bowl game made for a truly special season that did deliver significant recognition to Kalamazoo and Western Michigan University,” said WMU athletic director Kathy Beauregard. “Our student-athletes’ individual accomplishments, both on and off the field, also brought our community and program great exposure. The values and impressions, as assessed by an independent third party, do demonstrate tangible recognition and value accruing to our University for its investment in intercollegiate athletics and Bronco football.”

To collect the data, Joyce Julius used industry-best practices and proprietary calculators, gleaning exposure information and values across four mediums: television game broadcasts, TV news coverage, print media and internet news. Outside of the exposure value summary, the organization determined the number of “impressions” from the MAC sample size – mentions of Western Michigan throughout the various outlets – at over 1.1 billion views…