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As the Chicago Bears and the Indianapolis Colts head south to sunny Miami to prepare for Sunday’s Super Bowl XLI match-up, Pepsi and Dolphin Stadium prepare to shine in television’s biggest annual event.
According to ROI projection analysis conducted by Front Row Marketing Services, a naming rights marketing and sponsorship research firm and a subsidiary of Philadelphia-based sports and entertainment Comcast-Spectacor, Pepsi is expected to come out on top in the battle for brand exposure, Pepsi is expected to receive $19.7 million in exposure from its halftime sponsorship during Super Bowl XLI’s Sunday night broadcast.
Based on the $2.6 Million cost of a 30-second commercial spot during CBS’s broadcast of Super Bowl XLI, it is projected that Pepsi will receive an estimated 3 minutes and 47 seconds of in-broadcast exposure during the game broadcast, Pepsi is expected to net $19.71 million in broadcast media value from in-stadium signage, on-screen graphics and verbal mentions.
Eric Smallwood, VP of Marketing and Research for Front Row Marketing Services said, “Pepsi’s unique halftime presence and the Pepsi Super Can promotion will bring Pepsi to front of the pack for Super Bowl branding exposure.” Smallwood continued, “The comparable naming rights value that Dolphin Stadium will receive in Super Bowl XLI, shows that there are still valuable unsold Naming Rights deals available for corporations.”
Dolphin Stadium is expected to receive $17.9 million of in-broadcast exposure from its various signage elements related to the stadium naming rights. Dolphin Stadium is expected to garner an estimated three minutes and 27 seconds of in-broadcast exposure during the game broadcast, from in-stadium signage, on-screen graphics and verbal mentions.
How the last two Super Bowls Stadium Naming Rights partners and halftime show sponsors faired:
SUPER BOWL XXXIX- (2005)
Alltel Stadium - Naming Rights Value
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.
Ameriquest - Halftime Show Value
Ameriquest, the Halftime show sponsor during Super Bowl XXXIX, received an estimated $15.76 million of broadcast media value during the 2005 Super Bowl which was broadcast on Fox, Sprint received an estimated three minutes and seventeen 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.
SUPER BOWL XL- (2006)
Ford Field- Naming Rights Value
Ford, the 'Naming' Rights partner of Ford Field, received an estimated $18.5 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 ($2.5 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.
Sprint - Halftime Show Value
Sprint, the Halftime show sponsor during Super Bowl XL, received an estimated $15.5 million of broadcast media value during the 2006 Super Bowl which was broadcast on ABC, Sprint received an estimated three minutes and six seconds of exposure. The broadcast media value was determined by comparing the total amount of in-broadcast exposure with the estimated cost ($2.5 million) for a 30-second broadcast commercial spot.
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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esmallwood[.]frontrow-marketing.com 
