The Boston Red Sox may have won the 2007 baseball World Series, but the Colorado Rockies’ Coors Field won the World Series sponsorships game, according to Nielsen Sports, which used a new digital measurement system during Game 2 at Fenway Park and Game 4 at Coors Field.
According to Nielsen‘s measurements:
- Coors Field delivered 2.4 billion gross sponsorship impressions during Game 2 for the top five sponsors, while Fenway Park delivered 791,000 gross sponsorship impressions for its top five sponsors.
- Fenway Park consistently delivered center-of-screen location presence for the top five sponsors while the Coors Field locations were more diversified.
- General Motors achieved high sponsorship visibility in both stadiums, not only in terms of number of televised sponsorship impressions but also in having garnered nearly triple the on-screen sizing presence of the other sponsors.
- As expected, Coors Field performed well in Game 4 due to its naming rights, particularly by leveraging its fixed home-plate signage.
- Gatorade and New Era leveraged the dug-out just as effectively as a home plate location in terms of their gross impressions and logo sizes on-screen.
“In-stadium advertising, which is a $9 billion business, is becoming an increasingly important way for advertisers to reach viewers, as Coors Field demonstrated in the World Series,” said Ann Marie Dumais, SVP of sales and marketing for Nielsen Ventures . “But this advertising is only valuable to advertisers if it can be measured.”
Nielsen’s digital recognition program measures streaming video in real time, not only for the presence of logos but also their size and location on-screen, according to the company.
The program is being introduced on a custom basis and will be launched into the Nielsen Sponsorship Scorecard service starting in March 2008 with Major League Baseball.