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
Adobe is changing the world though digital experiences. Adobe helps customers develop and deliver high-impact experiences that differentiate brands, build loyalty, and drive revenue across every screen, including smartphones, computers, tablets and TVs. Adobe content solutions are used daily by millions of companies worldwide-from publishers and broadcasters, to enterprises, marketing agencies and household-name brands. Building on its established design leadership, Adobe enables customers not o...
If you’re responsible for an application that depends on the data or functionality of various IoT endpoints – either sensors or devices – your brand reputation depends on the security, reliability, and compliance of its many integrated parts. If your application fails to deliver the expected business results, your customers and partners won't care if that failure stems from the code you developed or from a component that you integrated. What can you do to ensure that the endpoints work as expect...
Just over a week ago I received a long and loud sustained applause for a presentation I delivered at this year’s Cloud Expo in Santa Clara. I was extremely pleased with the turnout and had some very good conversations with many of the attendees. Over the next few days I had many more meaningful conversations and was not only happy with the results but also learned a few new things. Here is everything I learned in those three days distilled into three short points.
SYS-CON Events announced today that ReadyTalk, a leading provider of online conferencing and webinar services, has been named Vendor Presentation Sponsor 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. ReadyTalk delivers audio and web conferencing services that inspire collaboration and enable the Future of Work for today’s increasingly digital and mobile workforce. By combining intuitive, innovative tec...
WebRTC adoption has generated a wave of creative uses of communications and collaboration through websites, sales apps, customer care and business applications. As WebRTC has become more mainstream it has evolved to use cases beyond the original peer-to-peer case, which has led to a repeating requirement for interoperability with existing infrastructures. In his session at @ThingsExpo, Graham Holt, Executive Vice President of Daitan Group, will cover implementation examples that have enabled ea...
Apache Hadoop is a key technology for gaining business insights from your Big Data, but the penetration into enterprises is shockingly low. In fact, Apache Hadoop and Big Data proponents recognize that this technology has not yet achieved its game-changing business potential. In his session at 19th Cloud Expo, John Mertic, director of program management for ODPi at The Linux Foundation, will explain why this is, how we can work together as an open data community to increase adoption, and the i...
Fifty billion connected devices and still no winning protocols standards. HTTP, WebSockets, MQTT, and CoAP seem to be leading in the IoT protocol race at the moment but many more protocols are getting introduced on a regular basis. Each protocol has its pros and cons depending on the nature of the communications. Does there really need to be only one protocol to rule them all? Of course not. In his session at @ThingsExpo, Chris Matthieu, co-founder and CTO of Octoblu, walk you through how Oct...
There is growing need for data-driven applications and the need for digital platforms to build these apps. In his session at 19th Cloud Expo, Muddu Sudhakar, VP and GM of Security & IoT at Splunk, will cover different PaaS solutions and Big Data platforms that are available to build applications. In addition, AI and machine learning are creating new requirements that developers need in the building of next-gen apps. The next-generation digital platforms have some of the past platform needs a...
SYS-CON Events announced today that Tintri Inc., a leading producer of VM-aware storage (VAS) for virtualization and cloud environments, 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. Tintri VM-aware storage is the simplest for virtualized applications and cloud. Organizations including GE, Toyota, United Healthcare, NASA and 6 of the Fortune 15 have said “No to LUNs.” With Tintri they mana...
Smart Cities are here to stay, but for their promise to be delivered, the data they produce must not be put in new siloes. In his session at @ThingsExpo, Mathias Herberts, Co-founder and CTO of Cityzen Data, will deep dive into best practices that will ensure a successful smart city journey.
Businesses are struggling to manage the information flow and interactions between all of these new devices and things jumping on their network, and the apps and IT systems they control. The data businesses gather is only helpful if they can do something with it. In his session at @ThingsExpo, Chris Witeck, Principal Technology Strategist at Citrix, will discuss how different the impact of IoT will be for large businesses, expanding how IoT will allow large organizations to make their legacy ap...
Major trends and emerging technologies – from virtual reality and IoT, to Big Data and algorithms – are helping organizations innovate in the digital era. However, to create real business value, IT must think beyond the ‘what’ of digital transformation to the ‘how’ to harness emerging trends, innovation and disruption. Architecture is the key that underpins and ties all these efforts together. In the digital age, it’s important to invest in architecture, extend the enterprise footprint to the cl...
SYS-CON Events announced today that Numerex Corp, a leading provider of managed enterprise solutions enabling the Internet of Things (IoT), will exhibit at the 19th International Cloud Expo | @ThingsExpo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Numerex Corp. (NASDAQ:NMRX) is a leading provider of managed enterprise solutions enabling the Internet of Things (IoT). The Company's solutions produce new revenue streams or create operating...
24Notion is full-service global creative digital marketing, technology and lifestyle agency that combines strategic ideas with customized tactical execution. With a broad understand of the art of traditional marketing, new media, communications and social influence, 24Notion uniquely understands how to connect your brand strategy with the right consumer. 24Notion ranked #12 on Corporate Social Responsibility - Book of List.
Why do your mobile transformations need to happen today? Mobile is the strategy that enterprise transformation centers on to drive customer engagement. In his general session at @ThingsExpo, Roger Woods, Director, Mobile Product & Strategy – Adobe Marketing Cloud, covered key IoT and mobile trends that are forcing mobile transformation, key components of a solid mobile strategy and explored how brands are effectively driving mobile change throughout the enterprise.