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As the NBA All-Star’s take the court in Houston and NBC’s Olympic machine turns up the heat in Torino, Chevrolet and Toyota prepare to take each other on, in a primetime battle for branding bragging rights.
According to an ROI projection analysis conducted by Front Row Marketing Services, a naming rights marketing and sponsorship research firm, Chevrolet is expected to come out ahead of Toyota in the battle for brand exposure this Sunday night, Chevrolet is expected to receive $3.37 million in exposure from the Sunday night Olympic broadcast on NBC.
Based on the $550,000 cost of a 30-second commercial spot during Sunday’s NBC primetime broadcast of the 2006 Winter Olympics, it is projected that Chevrolet will receive an estimated three minutes and four seconds of in-broadcast exposure during the primetime broadcast, providing Chevrolet with $3,373,333 worth of in-broadcast media value from on-screen graphics and verbal mentions.
“The exposure and value that Chevrolet and Toyota will receive from these sporting events, indicates that sponsorship and naming rights continues to be a valuable commodity for corporations,” said Eric Smallwood, VP of Marketing and Research for Front Row Marketing Services. “Corporations should take notice at the value that they could receive from corporate sponsorship rights.” Smallwood said.
Toyota is expected to receive $1,268,667 of in-broadcast media value from its various signage elements related to the naming rights of the Toyota Center and the presenting sponsorship of the All-Star Game, based on a $220,000 30-second commercial spot during the NBA All-Star Game, broadcast on TNT. Toyota is expected to net an estimated three minutes and 12 seconds of in-broadcast exposure during the game broadcast, from in-arena signage, on-screen graphics and verbal mentions.
Published sources have reported the total cost of the 'Naming' Rights for the Toyota Center at $100 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 15 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.
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