Monday, April 30, 2012

Fumble on the Ad Field?

Prime real estate is said to be untapped for beefy advertising revenues, research from Horizon Media concludes. The real estate? Jerseys…football, basketball, baseball, and hockey. The untapped revenue? $370 million.

Horizon Media valued the jersey real estate according to camera face time and “detections” and applied ad rates of each of the sports. In terms of detection, baseball wins the biggest nods with its close-ups of individuals such as pitchers, catchers, and batters and was calculated to provide more that 314,000 detections during a baseball season. Football, on the other hand, leans towards the distant overview camera shots of 22 players at once, making it rank last in the number of detections (28,560) during a season. However, because of its higher ad rates, football actually could generate more ad revenue, according to the report. Jersey valuation for the NFL? $231 million. The total jersey valuation breaks out in the other three sports as follows: MLB Baseball, $101 million plus; NBA, $31 million plus; NHL, $8 million plus.
Source: Left on, Terry. “Big 4 jersey rights value put at $370M.”Sports Business Journal. 4 Feb, 2011. Website.

No comments :

Post a Comment