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Front Row Marketing Services Presents Second Annual Golden Spoon Award to Tostitos
Front Row Marketing Services, a national company which specializes in naming and title rights negotiations and ROI analysis, has awarded Tostitos its second annual Golden Spoon Award, presented to the NCAA bowl game title sponsor who received the most value from brand awareness during this year’s bowl season.
All 32 NCAA Division I bowl games were monitored by Front Row Marketing Services for their title and/or presenting sponsors branding exposure during their broadcasts. Tostitos, as the title sponsor of both the 2007 Fiesta Bowl and the BCS Championship Game, both airing on Fox and both taking place at University of Phoenix Stadium (Glendale, AZ), took top honors for this annual award with over $98 million in branding exposure value. Both Front Row Marketing Services and University of Phoenix Stadium operators, Global Spectrum, are subsidiaries of Philadelphia-based sports and entertainment Comcast-Spectacor.
"The overtime Fiesta Bowl game and the high profile BCS Championship game catapulted Tostitos into a new sponsorship stratosphere, by closing in on $100 million in media value," said Richard Sherwood, President for Front Row Marketing Services. Sherwood continued, “The exposure that Tostitos received helps to validate the value of Naming and Title sponsorships in sports”.
According to Front Row Marketing Services analysis, Tostitos’ received an estimated combined value of three hours 55 minutes and 57 seconds of in-broadcast exposure from on-screen logo and text graphics, in-stadium signage, uniform patches and verbal mentions. The broadcast media value was determined by comparing the total amount of in-broadcast exposure with the estimated cost ($400,000) for a 30-second broadcast commercial spot during the Fiesta Bowl and an estimated cost ($800,00) for a 30-second broadcast commercial spot during the BCS Championship game.
Bowl Game Broadcast Exposure Time Number of On-Air Sequences Exposure Value
Tostitos Fiesta Bowl 2 hours 7 min 9 Sec 440 $38,367,733
Tostitos BCS Championship Game 1 hour 48 min 48 sec 360 $60,324,533
Combined Values 3 hours 55 min 57 sec 800 $98,692,267
Published sources have reported the estimated total cost of a BCS bowl game title sponsorship between $11 to $15 million per year.
A complete analysis of all 32 bowl games is available through Front Row Marketing Services at (810) 984-2608.
How other Football ‘Naming’ and Title Rights Partners Faired:
SUPER BOWL XL- Ford Field: (2006)
Ford, the 'Naming' Rights partner of Ford Field, received an estimated $19.2 million of broadcast media value during the 2006 Super Bowl which was broadcast on ABC, Ford received an estimated three minutes and 42 seconds of exposure. The broadcast media value was determined by comparing the total amount of in-broadcast exposure with the estimated cost ($2.6 million) for a 30-second broadcast commercial spot.
Published sources have reported the total cost of the 'Naming' Rights for Ford Field at $40 million over 20 years.
FedEx Orange Bowl: (2006)
FedEx, the title rights partner for the Orange Bowl, received $50.8 million of broadcast media value during the 2006 FedEx Orange Bowl which was broadcast on ABC, FedEx received 47 minutes and 34 seconds of exposure. The broadcast media value was determined by comparing the total amount of in-broadcast exposure with the estimated cost ($535,000) for a 30-second broadcast commercial spot.
Published sources have reported the total cost of the title sponsorship for FedEx Orange Bowl from between $11 to $13 million per year.
SUPER BOWL XXXIX- Alltel Stadium: (2005)
Alltel, the 'Naming' Rights partner of Alltel Stadium, received $16.96 million of broadcast media value during the 2005 Super Bowl which was broadcast on Fox, Alltel received three minutes and 32 seconds of exposure. The broadcast media value was determined by comparing the total amount of in-broadcast exposure with the estimated cost ($2.4 million) for a 30-second broadcast commercial spot.
Published sources have reported the total cost of the 'Naming' Rights for Alltel Stadium at $6.2 million over 10 years.
SUPER BOWL XXXVIII – Reliant Stadium: (2004)
Reliant Energy, the 'Naming' Rights partner of Reliant Stadium, received $16.5 million of broadcast media value during the 2004 Super Bowl which was broadcast on CBS, Reliant Energy received three minutes and 41 seconds of exposure. The broadcast media value was determined by comparing the total amount of in-broadcast exposure with the estimated cost ($2.25 million) for a 30-second broadcast commercial spot.
Published sources have reported the total cost of the 'Naming' Rights for Reliant Energy at $300 million over 32 years; this also includes the Reliant Astrodome and Reliant Park.
Front Row Marketing Services, a subsidiary of Comcast-Spectacor, is based in Philadelphia, PA with offices in Tampa, FL, Ridgefield, CT, Ft. Collins, CO, Des Moines, IA and Detroit, MI. Front Row has conducted sponsorship evaluation analyses for numerous municipalities, sporting events and sports properties, including the NBA’s Philadelphia 76ers, MLB's Pittsburgh Pirates, NFL's Houston Texans and Philadelphia Eagles, Wachovia Center, the PGA and LPGA Tours, Dover International Speedway, and Boston University. Additionally, Front Row generates incremental revenue for public assembly venues and stadiums, sports teams and municipalities through the marketing and sales of naming rights, advertising/sponsorships, exclusive product and vendor rights agreements, premium seating and hospitality features. The company currently develops incremental revenue for over 29 accounts.
Comcast-Spectacor (comcast-spectacor.com) is the Philadelphia-based sports and entertainment company which owns the Philadelphia Flyers (NHL), the Philadelphia 76ers (NBA), the Philadelphia Phantoms (AHL), the two arenas in which their teams play, the Wachovia Center and Wachovia Spectrum, four Flyers Skate Zone community ice skating and hockey rinks and Comcast SportsNet Philadelphia. In addition, Comcast-Spectacor is also the principal owner of Global Spectrum, the fastest growing firm in the public assembly management field with more than 60 facilities throughout the United States and Canada; Ovations Food Services, a food and beverage service provider; New Era Tickets, a ticketing and marketing company for public assembly facilities; Front Row Marketing Services, a commercial rights sales company; and 3601 Creative Group, a full-service in-house advertising agency. In a partnership with Disson Skating, Comcast-Spectacor annually produces 10 nationally televised figure skating spectaculars on NBC.
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