Audi, Dr Pepper, Oracle, and Dick's Sporting Goods Whip Up Over $3MM in Iron Man 2 Product Placement
Philadelphia, PA May 10, 2010- According to Front Row Analytics, Audi, Dr Pepper, Oracle, and Dick’s Sporting Goods whipped up over $3 million of combined broadcast exposure in the blockbuster hit Iron Man 2. This media value is the projection of the overall media value throughout the theater run. This does not include DVD, on-line or over-the-air values. Iron Man 2 features Robert Downey, Jr. reprising his role as billionaire Tony Stark and suiting up as Iron Man once again. This time he partners with Lt. Colonel James Rhodes (played by Don Cheadle), who dons the War Machine armor, to battle Ivan Vanko and Justin Hammer (portrayed by Mickey Rourke and Sam Rockwell respectively).
Front Row Analytics is the evaluation division of Front Row Marketing Services (frontrow-marketing.com), an industry leader in commercial rights sales and a subsidiary of the Philadelphia, PA based sport and entertainment firm, Comcast-Spectacor.
Audi, a leading luxury car manufacturer, Oracle, one of the world's largest software companies, Dick’s Sporting Goods, a well known sporting retailer, and Dr Pepper, a favorite soft drink among consumers, were all able to showcase their products with a combined total of 53 seconds of on-screen exposure. According to Front Row Analytics’ estimation, the value of total exposure is $3,013,307. This value is derived by using a metric developed by the overall theater views, exposure time and the value attributed to each viewer.
“Companies like Audi, Dr Pepper, Oracle, and Dick’s Sporting Goods are making their mark by taking part in such a great and influential form of product placement. Each company is able to showcase their product to a mass audience which proves they are cutting edge, and a brand that is a force to be reckoned with in their respective markets” said Eric Smallwood, Vice President of Project Management for Front Row Analytics.
The opening of “Iron Man 2” received a world wide box office estimation of $133,600,000.
The product placement efforts of Audi were displayed as Tony Stark raced up and down the highway in his R8 Spyder, meanwhile a can of Dr Pepper was shown on a table in his house and on a building banner. Dick’s Sporting Goods was branded on a water bottle which was held by Tony Stark during a sparring session, and Oracle received exposure through building signage. Just like the 2010 blockbuster hit, all were able to come up big and grab the attention of viewers while generating over $3 million dollars in media value.
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Front Row Marketing Services, a subsidiary of the sport and entertainment firm Comcast-Spectacor, is based in Philadelphia, PA with offices in or near Los Angeles, CA; San Jose, CA; Fort Collins, CO; Miami, FL; Orlando, FL; Augusta, GA; Chicago, IL; Des Moines, IA; Portland, ME; Detroit, MI; Minneapolis, MN; Kansas City, MO; Albuquerque, NM; Albany, NY; Cleveland, OH; Vancouver, BC; London, ON; and Birmingham, UK. FRMS generates incremental revenue for public assembly venues, 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 45 accounts.
Comcast-Spectacor (comcast-spectacor.com) is the Philadelphia-based sports and entertainment company which owns the Philadelphia Flyers (NHL), the Philadelphia 76ers (NBA), two Philadelphia arenas, 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 85 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, a commercial rights sales company; and 3601 Creative Group, a full-service in-house advertising agency. In a partnership with Disson Skating, Comcast-Spectacor annually produces 10 nationally televised figure skating spectaculars on NBC.