Click here to close now.




















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
With the proliferation of connected devices underpinning new Internet of Things systems, Brandon Schulz, Director of Luxoft IoT – Retail, will be looking at the transformation of the retail customer experience in brick and mortar stores in his session at @ThingsExpo. Questions he will address include: Will beacons drop to the wayside like QR codes, or be a proximity-based profit driver? How will the customer experience change in stores of all types when everything can be instrumented and a...
Contrary to mainstream media attention, the multiple possibilities of how consumer IoT will transform our everyday lives aren’t the only angle of this headline-gaining trend. There’s a huge opportunity for “industrial IoT” and “Smart Cities” to impact the world in the same capacity – especially during critical situations. For example, a community water dam that needs to release water can leverage embedded critical communications logic to alert the appropriate individuals, on the right device, as...
Manufacturing connected IoT versions of traditional products requires more than multiple deep technology skills. It also requires a shift in mindset, to realize that connected, sensor-enabled “things” act more like services than what we usually think of as products. In his session at @ThingsExpo, David Friedman, CEO and co-founder of Ayla Networks, will discuss how when sensors start generating detailed real-world data about products and how they’re being used, smart manufacturers can use the ...
WebRTC services have already permeated corporate communications in the form of videoconferencing solutions. However, WebRTC has the potential of going beyond and catalyzing a new class of services providing more than calls with capabilities such as mass-scale real-time media broadcasting, enriched and augmented video, person-to-machine and machine-to-machine communications. In his session at @ThingsExpo, Luis Lopez, CEO of Kurento, will introduce the technologies required for implementing thes...
Organizations from small to large are increasingly adopting cloud solutions to deliver essential business services at a much lower cost. According to cyber security experts, the frequency and severity of cyber-attacks are on the rise, causing alarm to businesses and customers across a variety of industries. To defend against exploits like these, a company must adopt a comprehensive security defense strategy that is designed for their business. In 2015, organizations such as United Airlines, Sony...
SYS-CON Events announced today that HPM Networks will exhibit at the 17th International Cloud Expo®, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. For 20 years, HPM Networks has been integrating technology solutions that solve complex business challenges. HPM Networks has designed solutions for both SMB and enterprise customers throughout the San Francisco Bay Area.
Any Ops team trying to support a company in today’s cloud-connected world knows that a new way of thinking is required – one just as dramatic than the shift from Ops to DevOps. The diversity of modern operations requires teams to focus their impact on breadth vs. depth. In his session at DevOps Summit, Adam Serediuk, Director of Operations at xMatters, Inc., will discuss the strategic requirements of evolving from Ops to DevOps, and why modern Operations has begun leveraging the “NoOps” approa...
While many app developers are comfortable building apps for the smartphone, there is a whole new world out there. In his session at @ThingsExpo, Narayan Sainaney, Co-founder and CTO of Mojio, will discuss how the business case for connected car apps is growing and, with open platform companies having already done the heavy lifting, there really is no barrier to entry.
To assist customers with legacy Windows Server 2003 that is no longer supported by Microsoft, Racemi has introduced fixed price packages for upgrading and migrating Windows Server 2003 servers to either Windows 2008 R2 or Windows 2012 R2 and the choice of Amazon Web Services (AWS) or SoftLayer cloud. "We're extending a lifeline by upgrading the legacy servers to more modern Windows Server platforms while taking advantage of cloud computing," said James Strayer, vice president of product managem...
All major researchers estimate there will be tens of billions devices - computers, smartphones, tablets, and sensors - connected to the Internet by 2020. This number will continue to grow at a rapid pace for the next several decades. With major technology companies and startups seriously embracing IoT strategies, now is the perfect time to attend @ThingsExpo, November 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. Learn what is going on, contribute to the discussions, and e...
As more intelligent IoT applications shift into gear, they’re merging into the ever-increasing traffic flow of the Internet. It won’t be long before we experience bottlenecks, as IoT traffic peaks during rush hours. Organizations that are unprepared will find themselves by the side of the road unable to cross back into the fast lane. As billions of new devices begin to communicate and exchange data – will your infrastructure be scalable enough to handle this new interconnected world?
In today's digital world, change is the one constant. Disruptive innovations like cloud, mobility, social media, and the Internet of Things have reshaped the market and set new standards in customer expectations. To remain competitive, businesses must tap the potential of emerging technologies and markets through the rapid release of new products and services. However, the rigid and siloed structures of traditional IT platforms and processes are slowing them down – resulting in lengthy delivery ...
The Internet of Things is in the early stages of mainstream deployment but it promises to unlock value and rapidly transform how organizations manage, operationalize, and monetize their assets. IoT is a complex structure of hardware, sensors, applications, analytics and devices that need to be able to communicate geographically and across all functions. Once the data is collected from numerous endpoints, the challenge then becomes converting it into actionable insight.
SYS-CON Events announced today that Micron Technology, Inc., a global leader in advanced semiconductor systems, will exhibit at the 17th International Cloud Expo®, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. Micron’s broad portfolio of high-performance memory technologies – including DRAM, NAND and NOR Flash – is the basis for solid state drives, modules, multichip packages and other system solutions. Backed by more than 35 years of tech...
With the Apple Watch making its way onto wrists all over the world, it’s only a matter of time before it becomes a staple in the workplace. In fact, Forrester reported that 68 percent of technology and business decision-makers characterize wearables as a top priority for 2015. Recognizing their business value early on, FinancialForce.com was the first to bring ERP to wearables, helping streamline communication across front and back office functions. In his session at @ThingsExpo, Kevin Roberts...