Sky Sox Deliverable

Colorado Springs Sky Sox
Valuing Non-Traditional Media Inventory

Leeds School of Business
Business of Sports Program

July 23, 2010

Research Team: Mark Ernster
Gregory Hall
Thomas Moles
Spencer Thomas

Business Research Division │ Leeds School of Business │University of Colorado at Boulder
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Table of Contents Page
Table of Contents i
List of Figures i
List of Tables i
Executive Summary 3
Introduction 4
Methodology 4
Assumptions & Equations 6
Comparative Analysis 8
Air Force Academy 8
Cheyenne Mountain Zoo 9
South Australian National Football League (SANFL): AAM Stadium 10
Theories and Variables Used In Valuing Non-traditional Media 10
Clutter Analysis 13
Suggestions 13
Sky Sox Outfield Sign Adjustment 13
Concourse Signage 15
Standardization of Signage 16
Suggestions for the Future 16
Conclusion 16
Appendix 17
References 19
Bibliography 20

List of Figures

Figure I: Aggregate Square Footage v. $/ft2/K Impressions 5
Figure II: Aggregate Impressions v. Value 6

List of Tables

Table 1 17
Table 2 17
Table 3: Colorado Springs Sky Sox 17
Table 4: Omaha Royals 17
Table 5: Albuquerque Isotopes 18
Table 6: Syracuse Chiefs 18
Table 7: Aggregate 18
Table 8 19
Table 9 14
Table 10 15

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Executive Summary

The CU Business of Sports Sky Sox team has been asked by Assistant General Manager

of Corporate Partnerships & Marketing at Colorado Springs Sky Sox Baseball, Matt Person, to

conduct a study examining methods of valuing signage, specifically, to value an “eyeball,” or an

impression. It was designed to examine the return on investment sponsors are receiving from

advertising at Security Service Field. The Sky Sox fear they are undervaluing their signage, and

without appropriate justification, have no leverage to change their prices. This study will help the

Sky Sox‟s ability to justify prices set on signage to their sponsors.

The Sky Sox market includes companies located in the Colorado Springs area interested

in advertising to the minor league baseball demographic, which is heavily family oriented. Their

competition includes in-house advertising, the Cheyenne Mountain Zoo, the Air Force

Academy‟s Falcon Stadium, the World Arena as well as the numerous outdoor activities

available in the Colorado Springs area.

We are proposing comparative analysis as a means for comparing the cost of signage at

Security Service Field to the cost of signage of other minor league baseball teams, similar sports

clubs and local competition. We have factored attendance for each team, size of the sign,

location and an analysis of clutter into our research. By aggregating the pricing structure of four

minor league teams and analyzing the Sky Sox place within them, the team will be able to justify

their pricing if they decide to increase it. Our team has also included the subjective aspects of

selling signage and theories behind valuing impressions such as the effects of clutter, location

and size. Additionally, there are a number of new ideas presented concerning new sign locations

and orientation of the signs (notably in the concourse).

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The Sky Sox revenue is dependent on a number of aspects. In-stadium revenue sources

include concessions, event sponsorships and stadium signage. Although concessions generate the

most revenue for the Sky Sox, their partnerships with sponsors have a significant impact on the

bottom line.

Introduction

This document presents the challenge facing the Sky Sox, comparative analysis aimed to

aid the Sky Sox in better understanding the situation, and suggestions to help the Sky Sox

accurately measure the return on investment for their inventory. Return on investment on

advertising is difficult to quantify in any industry, because it is difficult to track the effectiveness

of the advertisement. In order to present the Sky Sox with a resolution, comparative analysis

allowed for insight into similar minor league baseball teams as well as local competition, an

international reference and marketing agencies. By doing this the Sky Sox can identify problems

with their current method for valuing signs and create a more justifiable method.

Methodology

Through comparative analysis of four minor league baseball teams we were able to place

an estimated value on stadium signage. We considered three factors for each set of stadium

signs: attendance (impressions), location & clutter of the sign, and size. These factors

allowed us to compare price per square foot values in association with the number of impressions

they receive. This way we have an even playing field, so to speak, in comparing how stadium

signs are priced. Through this analysis, we noticed a downward trending value for the price per

square foot per thousand impressions ($/ft²/K impressions) in relation to total square footage

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across the board. This finding wasn‟t necessarily surprising, but it provided a benchmark for us

to determine a true value in stadium sign sponsorship.

The downward trend in Figure 1 (below; note: each figure is based on a respective table

in the appendix) demonstrates the decreasing price our selected clubs (Albuquerque Isotopes,

Omaha Royals, Syracuse Chiefs and Colorado Springs Sky Sox) charge per square foot of

signage dependant on how many impressions those signs receive. Through this aggregate study,

we can estimate an average value of one thousand impressions in relation to the value of the sign.

Figure 1

Assuming that a sign of a given size draws a specific price per ft² per thousand

impressions that it coordinates to on this graph (for a value x, there is a y), we can estimate the

value of a sign dependent on its size, location relative to clutter and the number of impressions it

receives. The return value is an approximation for the value of a sign based on the pricing

structure of the four teams‟ prices we analyzed. As indicated by Figure 2, the value of the sign

increases exponentially as the number of impressions increases.

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Figure 2

These assumptions are based on our research of the benefits of a good sign location at a

venue, the effect of clutter on the effectiveness of a sign and previously enstated pricing

structures. Essentially, a smaller sign will receive less impressions, a sign in a cluttered area will

receive less impressions and vice-versa. Applying these numbers to each team, specifically the

Sky Sox, the organization is able to have concrete numbers to justify a pricing scale. Tables 3-8

provide an estimation for the value for each sign based on the assumptions made above. Initial

$/ft²/K impressions are based on original pricing; actual $/ft²/K impressions are based on

aggregate graph.

 Assumptions & Equations

o Base impressions (total number of people viewing a sign) = (size of sign/size of

average sign) x (attendance)

o Clutter/location multiplier (based on clutter analysis): 1 = cluttered; 2 = medium

clutter; 3 = low clutter, good location

o Total impressions = base impressions x clutter/location multiplier

o Value (potential return on investment) = (price/ft²/K impressions) x (ft²) x (base

impressions/1000)

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o Estimated price per thousand impressions: based How we derived a formula for
determining value:
on aggregate graph of square footage vs. $/ft²/K
 Discover a base value for
impressions price/K impressions
dependant on ft² (based on
In our initial research, our assumptions led us to believe graphs).

that every sign had a value greater than its price, yet this is not  Multiply this value by the
square footage of the given
the case. Some values, as indicated in Table 8, are actually less sign.

than the price that is charged. This could be attributed to the  Then multiply by estimated
impressions of that sign and
value placed on a sponsor‟s relationship with the team, the divide by 1,000 (need to keep
units straight, we’re working
quality of the advertisement, or exclusivity rights we have not in thousands of impressions).

accounted for. The fact remains, however, that sponsors must  Units are key:

see a return on investment in order to advertise with these teams, o $/ft²/K imp * ft² =
$/K imp
so the value of a given sign must be greater than the price being
o $/K imp * imp/1000
charged. = $ (value)

Possibilities as to why signs are overpriced:

 Competitive sponsorship market
 Exclusivity
 Perks
 Lack of sponsor‟s knowledge

As indicated by the team sign valuations in Tables 3-6, some teams that have overpriced

their signs did not account for the size of their sign at such a considerable distance. A sign at a

distance of at least 400ft (since spectators at a minor league baseball game are concentrated

around the infield) must be an adequate size for the majority of people to read it. Therefore, a

smaller sign (i.e.: 50ft²) as opposed to a 250ft² sign in the outfield isn‟t going to draw enough

impressions to make up for its price, if priced too high.

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Comparative Analysis

With a population of over 300,000, Colorado Springs offers a medium-sized market.

Sport and entertainment events at the Air Force Academy, Cheyenne Mountain Zoo, and the

Colorado Springs Sky Sox offer several forms of entertainment for people to enjoy. In order to

better understand how the Sky Sox could value advertisements, comparative analysis of the Sky

Sox‟s major competitors is believed to be beneficial to our research. Also, an international

comparison to the South Australian National Football League, which plays its matches at AAMI

Stadium in Adelaide, Australia, was taken into account to demonstrate the difficulty almost

every sporting venue faces when valuing signage.

Air Force Academy

CBS Collegiate Sports Properties in partnership with Falcon Sports Marketing holds

exclusive marketing and multimedia rights to Air Force Athletics, most notably Air Force’s

Division I football program. Falcon Stadium, the home of Air Force football, boasts a capacity of

roughly 52,000 and draws an average of 37,000 fans per game. On a yearly basis, Falcon

Stadium hosts approximately 275,000 people. With similar annual average attendance as the

Sky Sox, the Air Force Academy serves as a suitable comparison when analyzing the value of

stadium signage and event nights.

Falcon Sports Marketing uses a rate card as a reference when valuing stadium signage,

but typically the size of the sign, location, and the relationship with the sponsor will cause rate

card prices to fluctuate. Therefore, Falcon Sports Marketing does not use a standardized price for

any of its inventory; rather prices fluctuate according to the characteristics described above.

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Garrick Dorn, CBS Collegiate Sports Properties West Region Sales Manager,

approximated that value to be $0.10 per impression. Though this offers insight to the value of an

advertisement, it is merely an estimate. Additionally, the number of impressions per person is

unknown through the duration of an event. Depending on location, the average spectator at a

sporting event such as baseball or football (similar duration) will see the advertisement anywhere

from ten to thirty times during a game, as approximated by Dorn.

Cheyenne Mountain Zoo

One of the main competitors for the Sky Sox organization within Colorado Springs is the

Cheyenne Mountain Zoo. With an average attendance of over 500,000 people annually, the

Cheyenne Mountain Zoo is a lucrative site for sponsors to pursue. That is why it is important for

the Sky Sox to be able to provide competitive sponsorship packages while still being able to

make money. While interviewing Jeanne Gordon from the Press Box of Cheyenne Mountain

Zoo, we were able to retrieve some interesting information. The main obstacle for the zoo to gain

sponsorships is convincing the sponsors to avoid in-house advertising campaigns and gain

competitive advantage by partnering with the zoo. The zoo pushes their sponsorship packages by

explaining that there is a lot of added value for a company to partner with an organization that is

heavily involved with the community. Their community outreach campaigns, although non-

profit, allow the zoo to push their sponsorship packages for a premium and form positive long-

term relationships with their partners. If the Sky Sox became more heavily involved in

community outreach, then the organization would be able to sell their signage for higher prices

as well as form stronger relationships with their partners. This in turn would increase the return

on investment for the investor and increase the retention of sponsorship partners.

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South Australian National Football League (SANFL): AAMI Stadium

AAMI Stadium is the home to the South Australian National Football League. Its

capacity reaches just over 51,000 and hosts nearly 1 million guests annually through sporting

events as well as other entertainment such as concerts.

According to Mark Lukowicz, Corporate Partnerships Manager of South Australian

National Football League Inc., there is no set in stone equation used to measure the value of a

sign. The reality is that prices are adjusted to allow for several factors with the biggest emphasis

being on exposure or positioning, followed by the size of the sign, length of supplier relations

and demographics. When asked about the quality of the advertisement, he perceived it as a non-

issue stating that a poorly designed sign reflects negatively on the organization as well as the

sponsor.

Theories and Variables Used In Valuing Non-traditional Media

The basic idea of valuing signage is simple as you take the size, location, and comparison

of signs relative to similar clubs in the industry. This can only provide organizations with a

minor justification for their pricing and it is easier for the advertiser to lower its payment.

According to Jon Carlson, Manager of Business Development for the Denver Broncos, the

bottom line is that the value of a sign is only what people are willing to spend on it. If you can

provide more facts to further justify that the value of your sign is greater than what the sponsor is

offering they will be willing to pay more.

 Valuing Signage
o Size of sign
o Isolated vs. clutter
o Monetization of signage on TV
 = Duration x spot rate x quality impact score

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Other methods attempting to measure the value of signage more precisely include

determining the number of detections certain signs receive. This is done by monitoring the

audience with manpower or, taking a more radical approach, utilizing recent technological

advances. Various companies now track audience detections through RFID (radio-frequency

identification) tags on tickets, video monitoring and laser monitoring systems. These systems

claim to track where people are directing their attention, how long they are looking there, and

whether or not the person is fully engaged with the sign. Although the effectiveness of these

technologies is not completely proven, some stadiums within the sporting industry are beginning

to implement them as they could provide more concrete support when justifying signage value.

 Determining Number of Detections
o Proprietary audience measurement
 Video audience measurement
 Size of walk-by/opportunity for audience to see sign
 Number of impressions generated by display
 % of walk-by traffic that engaged with sign
 Quality of engagement
o Time (lingering, glance)
o Demographic make-up of audience
 Age markers
 Gender markers
 Ethnicity markers
 Content reaction
 Valuing Detections
o Duration of detection
o Number of detections
o Quality of detection
 Duration of detection
 Type of detection
 Full-attention
 Glance
 Engagements within an event night
o Tracking members of audience
 How do they interact with the display during event
 RFID tags in tickets
 Concession sales
 Laser impression tracking

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Through our research we have found that when pricing a sponsor‟s sign there is an

abundance of ways to sell signage for a higher value. Jon Carlson of the Broncos expressed the

importance of supply and demand. As the number of signs increases, sponsors have more

leverage in lowering the price below the club‟s desired price, potentially claiming clutter and the

lack of exclusivity deteriorate their return on investment. So increasing the size of the signs

overall decreases the overall amount of signs, it then becomes easier to justify a higher price.

However, there is a break-even point. Sponsors of minor league baseball teams are only willing

to pay so much for signage. Therefore, as the number of signs decreases, a price ceiling will be

created, stunting the profitability of increasing the size of signs. Additionally, if the sponsor has

a similar target market as the organization they will be more willing to pay an increased price for

certain signage.

 Pricing Signage
o The price of signage is very subjective
o It involves comparative analysis with other industry organizations
o It involves measuring impressions and also the increase in sales by the sponsor
itself
o Monitoring ROI is crucial
o In the end its about selling the signage to the sponsor
 You want to get the sponsor to pay as much as they are willing and think
is fair
 Providing explanation for signage pricing is key

The final aspects to take into consideration are increasing attendance and the state of the

economy. The Sky Sox have not re-valued their signage in a relatively long-time while their

attendance has steadily increased throughout the years. Therefore, there is an obvious need to

increase the value of signage. Also, it is important to consider the state of the economy. As Jon

Carlson expressed, “It is important to evaluate what is fair, without bastardizing your product by

„giving it away‟.”

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Clutter Analysis

Advertising clutter poses a major problem for sponsors. As the number of signs increases

in a particular area, so do consumer‟s ad avoiding behaviors. Clutter is defined as “perceived

excess of advertising messages within a medium” (Elliott and Speck 1998). Clutter has been

found to reduce attention, processing and memory of advertisements. The effect can be

explained in terms of information overload; due to limited cognitive resources consumers cannot

attend to all the information exposed to them (Nan and Faber 2004). Even if consumers do

attend to an ad and remember the message, clutter makes it difficult for consumers to associate

the message to the right brand (Pham and Johar 1997; Dahlen and Rosengren 2005). The effects

of clutter are stronger when consumers are not necessarily involved and when the advertised

brand is unfamiliar (Burke and Srull 1988; Kellar 1991; Kent and Allen 1994; Laroche 2006).

On one hand clutter can potentially bring in extra advertising revenue, while on the other hand, it

can reduce the effectiveness of the sign. By reducing clutter and increasing the size of signage at

Security Service Field, return on investment for sponsorship partners will increase by providing

exclusivity, which leads to increased brand awareness and overall advertising effectiveness.

Suggestions

Sky Sox Outfield Sign Adjustment

The overall goal for any business is to increase revenue. If this is so, then the Sky Sox

must look into how they may go forward and possibly change signage size and price based on

our analysis. The Sky Sox may choose to eliminate a number of signs, and replace them with

larger, more clutter free signs; specifically concerning the 128ft² outfield signs. Table 9 shows

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how an increase in the size of the sign will eventually lead to an increase in revenue, assuming

that the team will price the sign at 75% of the sign‟s value.

Table 9: Potential Revenue Adjustment

size (ft²) Base impressions
Clutter/LocationImp
Total rating Price Value
Actual $/ft²/K impressions impressions
Initial $/ft²/K Est. total # Revenue
128 256,000 1 256,000 $5,250 $0.28 $0.16 $9,175 40 $210,000
150 300,000 1 300,000 $4,050 $0.12 $0.09 $5,400 34 $137,700
180 360,000 1.5 540,000 $8,019 $0.11 $0.12 $10,692 28 $224,532
200 400,000 2 800,000 $12,000 $0.10 $0.15 $16,000 25 $300,000
225 450,000 2 900,000 $13,669 $0.09 $0.14 $18,225 21 $287,044
256 512,000 2 1,024,000 $17,695 $0.09 $0.14 $23,593 20 $353,894

Note that revenue initially dips. This is due to the fact that the team is merely removing

signs, and not providing enough benefits in terms of lack of clutter. Another important point is

that at an initial estimation of 40 total signs sized 128ft², the total area is set at 5,120ft². There

are only so many sign combinations that can fit within an outfield wall configuration. Therefore,

it is reasonable to double the initial size of 128ft² to 256ft² in order to ensure that all the signs

will fit within the outfield wall configuration. Reviewing Table 3, one may notice that the price

and values for the 256ft² sign are deflated. With this proposal, the decrease in total signage will

decrease clutter for this size of sign and increase value. The final point in this case indicates a

revenue increase of $143,894.

One flaw in changing the Sky Sox‟s sign structure overnight is alienating previous

sponsors that will no longer be able to fit within the Sky Sox‟s outfield sign inventory. A

solution to this problem would be to only eliminate 50% of the original 128ft² signs, and replace

them with 256ft² signs. While the price charged in this case would be less (due to remaining

clutter), a revenue increase would still occur, as indicated by Table 10. Note that the revenue

and estimated total number of signs are halved due to the assumption that we are working with

50% of the current inventory.

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Table 10: Potential Revenue Adjustment @ 50%

Clutter/LocationImp
Total rating Price Value
Initial $/ft²/K Est. total # Revenue
128 256,000 1 256,000 $5,250 $0.28 $0.16 $9,175 20 $105,000
150 300,000 1 300,000 $4,050 $0.12 $0.09 $5,400 17 $68,850
180 360,000 1.5 540,000 $8,019 $0.11 $0.12 $10,692 14 $112,266
200 400,000 1.5 600,000 $9,000 $0.10 $0.11 $12,000 12 $108,000
225 450,000 1.5 675,000 $10,252 $0.09 $0.10 $13,669 11 $112,767
256 512,000 1.5 768,000 $13,271 $0.09 $0.10 $17,695 10 $132,710

Additionally, sponsors that can no longer advertise in the outfield have several other methods of

advertising in Security Service Field such as concourse signs and advertisements located near

concessions.

Concourse Signage

Considering the current configuration of the concourse signs, our team noticed they are

relatively small compared to the amount of space available. Also, there is no obvious reason to

look up at the concourse signs. Therefore we suggest that the size of the concourse signs be

increased, which will allow the Sky Sox to better justify the pricing of their partnership

packages. Next, in order to better draw the eyes of the venue‟s attendees to the concourse signs

we suggest that the concourse section number signs be placed parallel with the concourse

signage. This will not only allow for guests to more easily find their section but will also draw

their eyes to the concourse advertisements. This would allow the Sky Sox to have another

justification for their pricing as well as increase return on investments for their partners. We

believe if the concourse signage is reconfigured it will benefit both the Sky Sox and associated

sponsors.

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Standardization of Signage

While attending a Sky Sox game our team noticed some signs with poorly designed

advertisements. According to Mark Lukowicz of the SANFL, poorly designed signage

deteriorates the return on investment for the sponsor simultaneously reflecting poorly on Security

Service Field and the Sky Sox organization. Our team suggests that the Sky Sox standardize the

criteria for their signage. For example, there could be a limited number of characters allowed on

each sign making the advertisement more readable for the spectators. This will not only increase

the return on investment for sponsorship partners but will enhance the aesthetic viability of

Security Service Field.

Suggestions for the Future

As previously mentioned, the Sky Sox could employ technologies designed by companies

like Micro Target Media to better track impressions within the stadium. Micro Target Media

uses video and laser monitoring to track people‟s eyes, how long they are looking in that

direction, and how focused they are on signage. This allows for the exact measurement of

impressions on certain signage, which provides concrete justification for the pricing of signage.

Conclusion

Ultimately, when considering the value of non-traditional media there are many aspects

that must be taken into account. Clearly, a comparative analysis of other organizations within

the industry is necessary as well as a review of competition within Colorado Springs. After

performing the comparative analysis it is indubitable that the Sky Sox can make changes to their

signage and pricing structure, which will positively influence the bottom line. Additionally,

there are many theories that play into selling signage and sponsorships that all can affect the final

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price and the value of the partnership. Conclusively, valuing non-traditional media is a complex

process that has an imminent affect on an organizations profit margin.

Appendix

Table 1: ft² vs. $/ft²/K impressions Table 2: Total Impressions vs.
Value
size (ft²) $/ft²/K impressions
50 $1.04 Total Imp Value
76 $0.26 256,000 $9,175
80 $0.60 371,000 $13,297
120 $0.69 397,227 $13,585
128 $0.16 400,000 $10,600
128 $0.17 418,133 $13,380
130 $0.23 418,133 $8,028
135 $0.09 440,000 $9,680
144 $0.08 712,320 $12,309
160 $0.16 720,000 $27,648
168 $0.11 768,000 $17,695
200 $0.02 831,040 $16,754
210 $0.08 1,040,000 $28,392
220 $0.06 1,108,053 $17,374
224 $0.05 1,568,000 $28,224
256 $0.08 1,620,000 $39,366
2,520,000 $37,044
Table 3: Colorado Springs Sky Sox
Location size (ft²) Base impressions Total Imp
Clutter/Location rating Price Actual $/ft²/K impressions Value
Initial $/ft²/K impressions Difference
Scoreboard 120 240,000 3 720,000 $20,000 $0.32 $0.69 $27,648 $7,648
Outfield wall 128 256,000 1 256,000 $5,250 $0.28 $0.16 $9,175 $3,925
Scoreboard video ribbon 20 440,000
2 1 440,000 $6,000 $0.10 $0.06 $9,680 $3,680
Outfield wall 256 512,000 1.5 768,000 $10,500 $0.09 $0.08 $17,695 $7,195

Table 4: Omaha Royals

Clutter/Location rating Price Actual $/ft²/K impressions Value
Initial $/ft²/K impressions Difference
Outfield fence 128 371,000 1 371,000 $8,200 $0.28 $0.17 $13,297 $5,097
Scoreboard 144 356,160 2 712,320 $8,200 $0.12 $0.08 $12,309 $4,109
Scoreboard 168 415,520 2 831,040 $14,700 $0.12 $0.11 $16,754 $2,054
Outfield fence 224 554,027 2 1,108,053 $13,500 $0.07 $0.05 $17,374 $3,874

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Table 5: Albuquerque Isotopes

Location size (ft²) Base impressions
Clutter/Location rating
Total Imp Price Value
Initial $/ft²/K Difference
Scoreboard 50 200,000 2 400,000 $20,800 $0.53 $1.04 $10,600 -$10,200
Scoreboard 130 520,000 2 1,040,000 $30,800 $0.21 $0.23 $28,392 -$2,408
Scoreboard 135 540,000 3 1,620,000 $20,000 $0.18 $0.09 $39,366 $19,366
Scoreboard 210 840,000 3 2,520,000 $40,800 $0.07 $0.08 $37,044 -$3,756

Table 6: Syracuse Chiefs

Clutter/Location rating Price Value
Scoreboard 76 198,613 2 397,227 $8,000 $0.45 $0.26 $13,585 $5,585
Scoreboard 80 209,067 2 418,133 $20,000 $0.40 $0.60 $13,380 -$6,620
8x20 Outfield wall 160 418,133 1 418,133 $11,000 $0.12 $0.16 $8,028 -$2,972
200 522,667
Rotating (3) scoreboard 3 1,568,000 $7,000 $0.09 $0.02 $28,224 $21,224

Table 7: Aggregate based on ft²

Clutter/Location ratingTotal Imp Price Value
Initial $/ft²/K
50 200,000 2 $400,000 $20,800 $0.53 $1.04 $10,600
76 198,613 2 $397,227 $8,000 $0.45 $0.26 $13,585
80 209,067 2 $418,133 $20,000 $0.40 $0.60 $13,380
120 240,000 3 $720,000 $20,000 $0.32 $0.69 $27,648
128 256,000 1 $256,000 $5,250 $0.28 $0.16 $9,175
128 371,000 1 $371,000 $8,200 $0.28 $0.17 $13,297
130 520,000 2 $1,040,000 $30,800 $0.21 $0.23 $28,392
135 540,000 3 $1,620,000 $20,000 $0.18 $0.09 $39,366
144 356,160 2 $712,320 $8,200 $0.12 $0.08 $12,309
160 418,133 1 $418,133 $11,000 $0.12 $0.16 $8,028
168 415,520 2 $831,040 $14,700 $0.12 $0.11 $16,754
200 522,667 3 $1,568,000 $7,000 $0.09 $0.02 $28,224
210 840,000 3 $2,520,000 $40,800 $0.07 $0.08 $37,044
220 440,000 1 $440,000 $6,000 $0.10 $0.06 $9,680
224 554,027 2 $1,108,053 $13,500 $0.07 $0.05 $17,374
256 512,000 1.5 $768,000 $10,500 $0.09 $0.08 $17,695

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Table 8: Aggregate based on total impressions

Clutter/Location rating
Total Imp Price Value
128 256,000 1 256,000 $5,250 $0.28 $0.16 $9,175 $3,925
128 371,000 1 371,000 $8,200 $0.28 $0.17 $13,297 $5,097
76 198,613 2 397,227 $8,000 $0.45 $0.26 $13,585 $5,585
50 200,000 2 400,000 $20,800 $0.53 $1.04 $10,600 -$10,200
80 209,067 2 418,133 $20,000 $0.40 $0.60 $13,380 -$6,620
160 418,133 1 418,133 $11,000 $0.12 $0.16 $8,028 -$2,972
220 440,000 1 440,000 $6,000 $0.10 $0.06 $9,680 $3,680
144 356,160 2 712,320 $8,200 $0.12 $0.08 $12,309 $4,109
120 240,000 3 720,000 $20,000 $0.32 $0.69 $27,648 $7,648
256 512,000 1.5 768,000 $10,500 $0.09 $0.08 $17,695 $7,195
168 415,520 2 831,040 $14,700 $0.12 $0.11 $16,754 $2,054
130 520,000 2 1,040,000 $30,800 $0.21 $0.23 $28,392 -$2,408
224 554,027 2 1,108,053 $13,500 $0.07 $0.05 $17,374 $3,874
200 522,667 3 1,568,000 $7,000 $0.09 $0.02 $28,224 $21,224
135 540,000 3 1,620,000 $20,000 $0.18 $0.09 $39,366 $19,366
210 840,000 3 2,520,000 $40,800 $0.07 $0.08 $37,044 -$3,756

References

Mike Baron, Vice President of Business Development and Sales for Image Impact

Jon Carlson, Manager of Business Development for the Denver Broncos

Garrick Dorn, CBS Collegiate Sports Properties West Regional Sales Manager

Megan Eisenhard, General Manger Buffalo Sports Properties

Jeanne Gordon, Press Box of Cheyenne Mountain Zoo

Chuck Griswold, Sponsorship Account Executive Altoona Curve

Brian Gurnee, President of California Outdoor Advertising Inc.

Mark Lukowicz, Corporate Partnerships Manager SA National Football League

Dave Madsen, Associate General Manager Buffalo Sports Properties

Roger Payne, Research, Valuation, Sponsorship ROI for Navigate Marketing

Robert Wickstrom, Associate California Outdoor Advertising Inc.

19

Bibliography

Elliott, Michael T. Speck, Paul S. “Consumer Perceptions of Advertising Clutter and Its Impact
across Various Media.” Journal of Advertising Research. (January-February 1998) : 29-
41. Print
Rosengren, Sara. “Publicity vs. Advertising in a Cluttered Environment: Effects on Attention and
Brand Identification.” Journals of Current Issues and Research in Advertising. Volume
30, 2. (Fall 2008) : 27-35. Print.

20

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