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
No hype cycles or predictions of zillions of things here. IoT is big. You get it. You know your business and have great ideas for a business transformation strategy. What comes next? Time to make it happen. In his session at @ThingsExpo, Jay Mason, Associate Partner at M&S Consulting, presented a step-by-step plan to develop your technology implementation strategy. He discussed the evaluation of communication standards and IoT messaging protocols, data analytics considerations, edge-to-cloud tec...
When growing capacity and power in the data center, the architectural trade-offs between server scale-up vs. scale-out continue to be debated. Both approaches are valid: scale-out adds multiple, smaller servers running in a distributed computing model, while scale-up adds fewer, more powerful servers that are capable of running larger workloads. It’s worth noting that there are additional, unique advantages that scale-up architectures offer. One big advantage is large memory and compute capacity...
New competitors, disruptive technologies, and growing expectations are pushing every business to both adopt and deliver new digital services. This ‘Digital Transformation’ demands rapid delivery and continuous iteration of new competitive services via multiple channels, which in turn demands new service delivery techniques – including DevOps. In this power panel at @DevOpsSummit 20th Cloud Expo, moderated by DevOps Conference Co-Chair Andi Mann, panelists examined how DevOps helps to meet the de...
Cloud applications are seeing a deluge of requests to support the exploding advanced analytics market. “Open analytics” is the emerging strategy to deliver that data through an open data access layer, in the cloud, to be directly consumed by external analytics tools and popular programming languages. An increasing number of data engineers and data scientists use a variety of platforms and advanced analytics languages such as SAS, R, Python and Java, as well as frameworks such as Hadoop and Spark...
The Internet giants are fully embracing AI. All the services they offer to their customers are aimed at drawing a map of the world with the data they get. The AIs from these companies are used to build disruptive approaches that cannot be used by established enterprises, which are threatened by these disruptions. However, most leaders underestimate the effect this will have on their businesses. In his session at 21st Cloud Expo, Rene Buest, Director Market Research & Technology Evangelism at Ara...
"We are a monitoring company. We work with Salesforce, BBC, and quite a few other big logos. We basically provide monitoring for them, structure for their cloud services and we fit into the DevOps world" explained David Gildeh, Co-founder and CEO of Outlyer, in this SYS-CON.tv interview at DevOps Summit at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
Automation is enabling enterprises to design, deploy, and manage more complex, hybrid cloud environments. Yet the people who manage these environments must be trained in and understanding these environments better than ever before. A new era of analytics and cognitive computing is adding intelligence, but also more complexity, to these cloud environments. How smart is your cloud? How smart should it be? In this power panel at 20th Cloud Expo, moderated by Conference Chair Roger Strukhoff, paneli...
Join us at Cloud Expo June 6-8 to find out how to securely connect your cloud app to any cloud or on-premises data source – without complex firewall changes. More users are demanding access to on-premises data from their cloud applications. It’s no longer a “nice-to-have” but an important differentiator that drives competitive advantages. It’s the new “must have” in the hybrid era. Users want capabilities that give them a unified view of the data to get closer to customers and grow business. The...
"When we talk about cloud without compromise what we're talking about is that when people think about 'I need the flexibility of the cloud' - it's the ability to create applications and run them in a cloud environment that's far more flexible,” explained Matthew Finnie, CTO of Interoute, in this SYS-CON.tv interview at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
Cloud promises the agility required by today’s digital businesses. As organizations adopt cloud based infrastructures and services, their IT resources become increasingly dynamic and hybrid in nature. Managing these require modern IT operations and tools. In his session at 20th Cloud Expo, Raj Sundaram, Senior Principal Product Manager at CA Technologies, will discuss how to modernize your IT operations in order to proactively manage your hybrid cloud and IT environments. He will be sharing bes...
After more than five years of DevOps, definitions are evolving, boundaries are expanding, ‘unicorns’ are no longer rare, enterprises are on board, and pundits are moving on. Can we now look at an evolution of DevOps? Should we? Is the foundation of DevOps ‘done’, or is there still too much left to do? What is mature, and what is still missing? What does the next 5 years of DevOps look like? In this Power Panel at DevOps Summit, moderated by DevOps Summit Conference Chair Andi Mann, panelists loo...
"Loom is applying artificial intelligence and machine learning into the entire log analysis process, from start to finish and at the end you will get a human touch,” explained Sabo Taylor Diab, Vice President, Marketing at Loom Systems, in this SYS-CON.tv interview at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
The current age of digital transformation means that IT organizations must adapt their toolset to cover all digital experiences, beyond just the end users’. Today’s businesses can no longer focus solely on the digital interactions they manage with employees or customers; they must now contend with non-traditional factors. Whether it's the power of brand to make or break a company, the need to monitor across all locations 24/7, or the ability to proactively resolve issues, companies must adapt to...
A look across the tech landscape at the disruptive technologies that are increasing in prominence and speculate as to which will be most impactful for communications – namely, AI and Cloud Computing. In his session at 20th Cloud Expo, Curtis Peterson, VP of Operations at RingCentral, highlighted the current challenges of these transformative technologies and shared strategies for preparing your organization for these changes. This “view from the top” outlined the latest trends and developments i...
With major technology companies and startups seriously embracing Cloud strategies, now is the perfect time to attend 21st Cloud Expo October 31 - November 2, 2017, at the Santa Clara Convention Center, CA, and June 12-14, 2018, at the Javits Center in New York City, NY, and learn what is going on, contribute to the discussions, and ensure that your enterprise is on the right path to Digital Transformation.