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 company Comcast-Spectacor, Cadillac received over $23.2 million of exposure, from its post-game and Super Bowl MVP sponsorship, during the Super Bowl XLI television broadcast, while Halftime Report sponsor Blockbuster- Total Access garnered $6.7 million of exposure.
Eric Smallwood, VP of Marketing and Research for Front Row Marketing Services said, “Even with all of the hype around the commercials, Cadillac and Blockbuster maximized their advertising dollars with unique in-broadcast content.” Smallwood continued, “Both companies benefited from exposure in other countries as well, the game aired on GLOBAL TV in Canada, provided the Canadian viewers with the entire Blockbuster halftime report and in-game promos for the Cadillac Post Show.”
Based on the $2.6 Million cost of a 30-second commercial spot during CBS’s broadcast of Super Bowl XLI and the $1.6 Million estimated cost for a 30-second commercial spot during the Cadillac Post Game Show, it is projected that Cadillac received an estimated one minute and 45 seconds of in-broadcast exposure during the game broadcast and four minutes and 51 seconds during the Post Game Show. Broadcast media exposure for Cadillac came from in-stadium signage, on-camera car display, on-screen graphics and verbal mentions.
Blockbuster- Total Access received $6.7 million of in-broadcast exposure from its various signage elements related to its sponsorship of the Halftime Report. Blockbuster- Total Access received an estimated one minute and 35 seconds of in-broadcast exposure during the broadcast, from desk signage, on-screen graphics and verbal mentions.
For additional values related to sponsors of Super Bowl XLI and past Super Bowls, check out Front Row Marketing Services website.
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.