Welcome!

News Feed Item

New College Football Championship Likely to Command Twice the Title Sponsorship Revenue of BCS Games

CHICAGO, IL -- (Marketwire) -- 01/02/13 -- Sponsors interested in putting their name on the first championship game of college football's new playoff system should be prepared to pay the highest rights fee ever for a collegiate sports property.

An in-depth analysis by ImageTrack (www.sponsorship.com/imagetrack) -- a new service for monitoring sponsorship integration and advertising recently launched by WPP Group sibling companies IEG Consulting and Kantar Media -- projects the title sponsorship fee will be around $35 million.

"That figure is about double what each of the three current title sponsors and one presenting sponsor of the BCS bowls currently shell out," said Mark Ording, Vice President, Client Leadership, IEG Consulting.

The annual fees paid by Discover, Allstate, Tostitos and Vizio for the Orange, Sugar, Fiesta and Rose bowl games, respectively, are estimated by IEG to be between $15 million and $20 million. Those deals include title to the BCS championship once every four years and ad spots across ESPN's college football broadcasts.

At $35 million a year, the new football championship title sponsor would spend roughly the same amount as current NCAA Corporate Champions AT&T and Coca-Cola, currently the highest spenders on college sports sponsorship. Each of those companies has a year-round rights package that includes a major media buy during March Madness broadcasts of the Division 1 men's basketball tournament.

Although not officially announced, it is a foregone conclusion that ESPN's $5.64-billion, 12-year deal to broadcast the top bowls and the new semi-finals and championship game beginning at the end of the 2014 season includes the right to sell title sponsorship positions for all of those games, as the cable network currently does for the BCS bowls. Thus the $35 million would include a season-long media buy across the cable network's college football programming.

Crunching the Numbers
To project the potential price tag for the new championship game, ImageTrack powered by Kantar Media began by analyzing the media exposure earned by the title sponsors of the 2011 and 2012 BCS championships.

The total advertising equivalent value for Tostitos' title of the Oregon-Auburn match-up in 2011 was about $83 million. For last January's Alabama-LSU title game, Allstate earned $104 million in total exposure, a 26 percent increase from the previous season.

When ImageTrack accounts for the exposure value of sponsor identification versus a full commercial message conveyed during an ad spot, the value earned by Allstate was roughly $28 million versus $23 million for Tostitos, a 20 percent increase.

"The 2012 game performed better for the title sponsor despite the fact that there was less exposure duration and fewer mentions of Allstate than for Tostitos the previous year," said Richard Brinkman, Kantar Media's Head of KantarSport. "That is due not just to a rise in ad rates, but because of the higher audience numbers for the marquee matchup of two SEC powerhouse teams."

This year's BCS showdown between undefeated Notre Dame -- arguably the college team with the largest national following -- and Alabama should deliver sky-high exposure numbers based on the projected audience, Brinkman added.

Couple those figures with the excitement generated by the new playoff system and the foundation is set for a significant price hike for the new standalone championship game, according to IEG Consulting.

"When we incorporate the exposure values into our analysis of actual sponsorship fees paid for comparable events and include recent trends in pricing for major sports properties, we conclude that the fair market value for the 2014 season championship will be substantially higher than the current BCS sponsor packages," Ording said.



BCS Game                 Total Visual    Verbal     Sponsorship  Advertising
                           Exposure     Mentions       Value        Value
2011 Rose Bowl presented
 by VIZIO                     1:07:39           17  $11,302,413  $41,280,140
------------------------ ------------ ------------ ------------ ------------
2011 Tostitos Fiesta
 Bowl                         1:26:38           31   $8,462,841  $29,308,029
------------------------ ------------ ------------ ------------ ------------
2011 Allstate Sugar Bowl      1:47:01           58  $13,922,398  $47,702,589
------------------------ ------------ ------------ ------------ ------------
2011 Discover Orange
 Bowl                         1:28:41           43   $8,287,217  $27,582,920
------------------------ ------------ ------------ ------------ ------------
2011 Tostitos BCS
 Championship                 1:44:12           35  $23,293,578  $82,841,229
------------------------ ------------ ------------ ------------ ------------
2012 Rose Bowl presented
 by VIZIO                     1:33:23           20  $17,413,124  $67,709,006
------------------------ ------------ ------------ ------------ ------------
2012 Tostitos Fiesta
 Bowl                         1:34:59           47  $17,424,000  $57,079,990
------------------------ ------------ ------------ ------------ ------------
2012 Allstate Sugar Bowl      1:46:09           52  $14,461,086  $48,419,160
------------------------ ------------ ------------ ------------ ------------
2012 Discover Orange
 Bowl                         2:00:00           44  $10,252,286  $37,130,068
------------------------ ------------ ------------ ------------ ------------
2012 Allstate BCS
 Championship                 1:34:42           28  $27,953,254 $104,050,258
------------------------ ------------ ------------ ------------ ------------


About ImageTrack powered by Kantar Media
This sophisticated online tool tracks, measures and values broadcast and advertising exposure received by sponsoring brands.

Although analyzing broadcast exposure is not new, ImageTrack introduces a number of game-changing elements that take this component of sponsorship measurement to an entirely new level, making it much more valuable to sponsors and rightsholders.

ImageTrack's deliverables begin with televised sponsorship exposure data tracked by Kantar Media's state-of-the-art media measurement software Sportsi™. This allows users to see exactly how much broadcast exposure they earn and what the specific sources of that exposure are. In addition to exposure and audience data, ImageTrack includes two proprietary data sets that no other service can offer.

The first is sponsorship rights fees. Supplied by IEG -- the industry's most trusted source for sponsorship intelligence and analysis -- data on each sponsor's fees gives essential context to media exposure values that are meaningless on their own.

The second is advertising expenditure, compiled by Kantar Media -- the gold standard in ad spending reporting.

The addition of this critical information transforms ImageTrack from a single-source media monitor into a multi-dimensional service that accurately documents the value of sponsorship and advertising exposure.

About IEG Consulting
IEG Consulting leads the way in sponsorship intelligence. With over 30 years providing insights, evaluation, and guidance, our teams bring unparalleled perspective and proven methodology to every challenge.

We partner with top brands and properties to create fresh strategies, evaluate opportunities and maximize results. Our clients rise above competitors, meaningfully engage audiences and achieve lasting impact.

A unit of WPP's GroupM, IEG, LLC is connected to specialty sibling communications companies in media, digital and activation. GroupM is the leading global media investment management operation that also serves as parent company to WPP media agencies including Maxus, MEC, MediaCom, and Mindshare.

For more information about IEG and the sponsorship industry, please visit www.sponsorship.com or call 800/834-4850 (outside the U.S. and Canada, 312/944-1727).

About Kantar Media
Kantar Media provides strategic advice and competitive intelligence to the world's leading brands, publishers, agencies and industry bodies, helping them navigate and succeed in a rapidly evolving media industry. This includes analysis of paid media opportunities; counsel on brand reputation, corporate management and consumer engagement through owned media; and, evaluating consumers' reactions in earned media.

Kantar Media provides clients with a broad range of insights, from audience research, competitive intelligence, vital consumer behavior and digital insights, marketing effectiveness and online influence. Our experts currently work with 22,000 companies tracking 3 million brands in 50 countries.

www.KantarMedia.com

Add to Digg Bookmark with del.icio.us Add to Newsvine

More Stories By Marketwired .

Copyright © 2009 Marketwired. All rights reserved. All the news releases provided by Marketwired are copyrighted. Any forms of copying other than an individual user's personal reference without express written permission is prohibited. Further distribution of these materials is strictly forbidden, including but not limited to, posting, emailing, faxing, archiving in a public database, redistributing via a computer network or in a printed form.

Latest Stories
When it comes to cloud computing, the ability to turn massive amounts of compute cores on and off on demand sounds attractive to IT staff, who need to manage peaks and valleys in user activity. With cloud bursting, the majority of the data can stay on premises while tapping into compute from public cloud providers, reducing risk and minimizing need to move large files. In his session at 18th Cloud Expo, Scott Jeschonek, Director of Product Management at Avere Systems, discussed the IT and busin...
There will be new vendors providing applications, middleware, and connected devices to support the thriving IoT ecosystem. This essentially means that electronic device manufacturers will also be in the software business. Many will be new to building embedded software or robust software. This creates an increased importance on software quality, particularly within the Industrial Internet of Things where business-critical applications are becoming dependent on products controlled by software. Qua...
As organizations shift towards IT-as-a-service models, the need for managing and protecting data residing across physical, virtual, and now cloud environments grows with it. Commvault can ensure protection, access and E-Discovery of your data – whether in a private cloud, a Service Provider delivered public cloud, or a hybrid cloud environment – across the heterogeneous enterprise. In his general session at 18th Cloud Expo, Randy De Meno, Chief Technologist - Windows Products and Microsoft Part...
SYS-CON Events has announced today that Roger Strukhoff has been named conference chair of Cloud Expo and @ThingsExpo 2016 Silicon Valley. The 19th Cloud Expo and 6th @ThingsExpo will take place on November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. "The Internet of Things brings trillions of dollars of opportunity to developers and enterprise IT, no matter how you measure it," stated Roger Strukhoff. "More importantly, it leverages the power of devices and the Interne...
Large scale deployments present unique planning challenges, system commissioning hurdles between IT and OT and demand careful system hand-off orchestration. In his session at @ThingsExpo, Jeff Smith, Senior Director and a founding member of Incenergy, will discuss some of the key tactics to ensure delivery success based on his experience of the last two years deploying Industrial IoT systems across four continents.
Most organizations prioritize data security only after their data has already been compromised. Proactive prevention is important, but how can you accomplish that on a small budget? Learn how the cloud, combined with a defense and in-depth approach, creates efficiencies by transferring and assigning risk. Security requires a multi-defense approach, and an in-house team may only be able to cherry pick from the essential components. In his session at 19th Cloud Expo, Vlad Friedman, CEO/Founder o...
"We host and fully manage cloud data services, whether we store, the data, move the data, or run analytics on the data," stated Kamal Shannak, Senior Development Manager, Cloud Data Services, IBM, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.
CenturyLink has announced that application server solutions from GENBAND are now available as part of CenturyLink’s Networx contracts. The General Services Administration (GSA)’s Networx program includes the largest telecommunications contract vehicles ever awarded by the federal government. CenturyLink recently secured an extension through spring 2020 of its offerings available to federal government agencies via GSA’s Networx Universal and Enterprise contracts. GENBAND’s EXPERiUS™ Application...
With the proliferation of both SQL and NoSQL databases, organizations can now target specific fit-for-purpose database tools for their different application needs regarding scalability, ease of use, ACID support, etc. Platform as a Service offerings make this even easier now, enabling developers to roll out their own database infrastructure in minutes with minimal management overhead. However, this same amount of flexibility also comes with the challenges of picking the right tool, on the right ...
"We view the cloud not really as a specific technology but as a way of doing business and that way of doing business is transforming the way software, infrastructure and services are being delivered to business," explained Matthew Rosen, CEO and Director at Fusion, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.
The Internet of Things will challenge the status quo of how IT and development organizations operate. Or will it? Certainly the fog layer of IoT requires special insights about data ontology, security and transactional integrity. But the developmental challenges are the same: People, Process and Platform. In his session at @ThingsExpo, Craig Sproule, CEO of Metavine, demonstrated how to move beyond today's coding paradigm and shared the must-have mindsets for removing complexity from the develo...
DevOps at Cloud Expo – being held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA – announces that its Call for Papers is open. Born out of proven success in agile development, cloud computing, and process automation, DevOps is a macro trend you cannot afford to miss. From showcase success stories from early adopters and web-scale businesses, DevOps is expanding to organizations of all sizes, including the world's largest enterprises – and delivering real results. Am...
SYS-CON Events announced today that MangoApps will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. MangoApps provides modern company intranets and team collaboration software, allowing workers to stay connected and productive from anywhere in the world and from any device.
The IETF draft standard for M2M certificates is a security solution specifically designed for the demanding needs of IoT/M2M applications. In his session at @ThingsExpo, Brian Romansky, VP of Strategic Technology at TrustPoint Innovation, explained how M2M certificates can efficiently enable confidentiality, integrity, and authenticity on highly constrained devices.
“We're a global managed hosting provider. Our core customer set is a U.S.-based customer that is looking to go global,” explained Adam Rogers, Managing Director at ANEXIA, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.