Comerica Bank, the naming rights partner of the Detroit Tigers for Comerica Park, could be the clear-cut winner of the upcoming American League Playoffs and World Series. Comerica is expected to receive a minimum of $1.36 million in-game exposure from each home game televised during the playoffs, according to naming rights marketing and sponsorship research firm, Front Row Marketing Services.
“The exposure and value that Comerica will receive will help to provide a huge return on their investment,” said, Eric Smallwood, VP of Marketing and Research for Front Row Marketing Services, “These post-season games will provide Comerica with an enormous amount of national attention, which they have not seen since the 2005 All-Star Game at Comerica Park.”
Front Row Marketing Services, a subsidiary of Philadelphia-based sports and entertainment firm Comcast-Spectacor, negotiates naming and title rights deals for its clients and conducts quantitative analysis for high profile annual sporting and entertainment events.
The chart below outlines the various series games, the estimated exposure for Comerica, the average cost of a 30-second commercial broadcast rate and the overall exposure value for each particular series game. The projection analysis was conducted by analyzing past years playoff games, 2006 Detroit Tigers home games and other nationally televised MLB games.
Series Per Game Exposure Cost Per 30-Second Rate Total Media Value Per Game
Divisional Series 7 min 27 sec $85,000 $1,357,167
AL Championship Series 7 min 51 sec $165,000 $2,766,500
World Series 8 min 43 sec $355,000 $6,567,500
Based on the $85,000 cost of a 30-second commercial spot during the American League Divisional broadcasts. Comerica is projected to receive an estimated seven minutes and 27 seconds of in-broadcast exposure (either on Fox or ESPN). Comerica would net $1.36 million of in-broadcast media value from their in-stadium signage, on-screen graphics and verbal mentions. This projected evaluation is based on just one AL Divisional Series game. If the series has more than one game in Comerica Park, Comerica will receive additional exposure.
Published sources have reported the total cost of the naming rights for Comerica Park at $66 million over 30 years.
How other MLB Events and Venues Faired:
2006 MLB All-Star Game – PNC Park – Pittsburgh, PA:
PNC Bank, the 'Naming' Rights partner of PNC Park, received $11.77 million of broadcast media value during the 2006 MLB All-Star game which was broadcast on Fox, PNC Bank received fifteen 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 ($375,000 million) for a 30-second broadcast commercial spot.
Published sources have reported the total cost of the 'Naming' Rights for PNC Park at $30 million over 20 years.
2005 AL Division Series Game #1 – US Cellular Field- Chicago, IL:
US Cellular, the 'Naming' Rights partner of US Cellular Field, received $770,667 of broadcast media value during Game one of 2005 American League Division Series which was broadcast on ESPN, US Cellular received four 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 ($85,000) for a 30-second broadcast commercial spot.
Published sources have reported the total cost of the 'Naming' Rights for U.S. Cellular Field at $68 million over 20 years.
Front Row Marketing Services, a division of public assembly facility management firm, Global Spectrum, 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 sporting events and properties, including the NBA’s Philadelphia 76ers, 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 50 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 and 3601 Creative Group, a full-service in-house advertising agency. Comcast-Spectacor also owns the Bowie Baysox, the Delmarva Shorebirds, the Frederick Keys baseball teams, all affiliates of the Baltimore Orioles. In a partnership with Disson Skating, Comcast-Spectacor annually produces 10 nationally televised figure skating spectaculars on NBC.