Front Row Analytics:

Front Row Marketing Services and the Seattle Seahawks (NFL) coordinated an effort to track media exposure and impressions over the course of the 2009 season. In this partnership, Front Row tracked all of the newsprint and video exposure for the entire season as it pertained to the Seahawks organization.

For all Seahawks press conferences, the media backdrop displayed images of sponsor Oberto Sausage Company, primarily known for its beef jerky. In addition, the microphones showed the word "Bing," advertising for the popular web-based search engine. Through Front Row’s analytic techniques, it was able to calculate the media value that these exposures provided.

For the first time in NFL history, teams were allowed to have sponsors appear on practice jerseys. Consequently, the Seahawks displayed the "Bing" logo, and again, Front Row was able to determine the value of these exposures and impressions.

Using the data collected throughout the season, Front Row was able to create a full-season forecast for the upcoming NFL season.

Director of corporate partnerships, Mike Hettick, is pleased with the work of Front Row. "In an industry where R.O.I. is king, having a company like Front Row come in and put a value, in actual dollars, on what a sponsorship is generating has been critical for our bottom line. We are thrilled with the work Front Row has been doing for us."