Spotlight Shines on Pepsi and Chevrolet During FOX’s The X-Factor
Sponsors combine to receive almost $7 million in media exposure in one night
The X-Factor is offering contestants the chance of a lifetime; to make their dreams of fame, fortune, and success a reality. But contestants are not the only ones dreaming big on the show. Major sponsors, most notably Pepsi and Chevrolet, are also taking to the stage. The competition began on September 21st with the first night of a two night series premiere on FOX-TV. According to Front Row Analytics, Pepsi received over $6,500,000 in media exposure while Chevrolet received over $440,000 in the first night alone.
Front Row Analytics, a division of Front Row Marketing Services, is a leading firm that specializes in conducting evaluations for product placement in television and film, sporting and entertainment events, and venue naming rights.
“American Idol and The X-Factor are already being compared to one another in the media, especially with two former American Idol judges now judges for The X-Factor,” said Eric Smallwood, Front Row Marketing Services Senior Vice President. “With Pepsi being named as the main sponsor, the competition between The X-Factor and American Idol continues to heat up.”
The partnership between The X-Factor and Chevrolet adds to the growing list of comparisons between The X-Factor and American Idol, who has had a long time sponsorship and partnership with Ford.
Pepsi’s exposure came through verbal mentions, product consumptions, and other forms of screen time including cups on the judges' table and vending machines in the main contestant waiting room.
Chevrolet’s coverage came through verbal mentions, as well as having the judges arrive to the building in Chevy Tahoes.
For other media evaluation stories, check out Frontrow-marketing.com.
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; Greenville, SC; Vancouver, BC; London, ON; and Abu Dhabi, U.A.E. 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), the home of both teams, Wells Fargo Center in Philadelphia, and four Flyers Skate Zone community ice skating and hockey rinks. 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 105 venues 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 Paciolan, the leading provider of venue establishment ticketing, fundraising and marketing technology solutions. In a partnership with Disson Skating, Comcast-Spectacor annually produces 10 nationally televised figure skating spectaculars on NBC.