STATE FARM INSURES A RETURN ON THEIR INVESTMENT RECEIVING $33 MM IN BROADCAST EXPOSURE AT THE 2010 MLB HOME RUN DERBY
Philadelphia, PA – David Ortiz may have been the official winner of the 2010 State Farm Home Run Derby, but State Farm Insurance Company really hit it out of the ball park, according to industry leaders in sponsorship evaluation Front Row Analytics. State Farm received over $33,000,000 in broadcast exposure during ESPN’s MLB Home Run Derby.
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.
The best sluggers from the National League and American League squared off in a long-ball hitting duel at the 2010 MLB Home Run Derby on Monday July 12th at Angel Stadium in Anaheim, CA. According to Front Row's evaluation analysis, State Farm received 97 minutes and 35 seconds of exposure during the event. The exposure State Farm received was attributed to in-stadium signage, on-screen graphics, announcer booth signage, fence logos, and 36 verbal mentions by the ESPN broadcast crew.
“State Farm has a rewarding sponsorship with the Home Run Derby. Such a prominent event attracts millions of impressions worldwide,” said Eric Smallwood, Vice President of Project Management for Front Row Analytics. “The Home Run Derby creates tremendous added value for State Farm every year.”
Last year, State Farm received 1 hour and 16 minutes of exposure with a broadcast media value of $22,850,000. This year’s increase was due in part to additional on-screen graphics and in-stadium signage.
State Farm has sponsored the Home Run Derby for the last four years. Previously, Century 21 sponsored the Home Run Derby. Other companies receiving exposure included Stanley, AT&T, Holiday Inn, and Trader Joe’s.
Front Row Analytics is the sponsorship evaluation and measurement arm of Front Row Marketing Services. 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; 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 80 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