Coke Takes a Big Sip after Receiving Nearly $12,000,000 in Media Value from American Idol Premiere
It is that time of year again where the number one television series keeps millions of fans eyes glued to the television to watch and see which new contestant will make it big, or which contestant will embarrass themselves in front of a nation. With Ellen DeGeneres replacing former judge Paul Abdul and with current judge Simon Cowell’s recent announcement that this year will be his last, this season is bound to attract major attention.
The ninth season of American Idol premiered on Fox with a two night, three and a half hour special starting January 12, 2010. Regardless of the reason viewers chose to tune in, one thing is certain; you cannot dispute the fact that Coke’s presence during this television series phenomenon ends up earning big money and a plethora of brand exposure. According to Front Row Analytics, Coke received $11,966,667 in exposure by 340 total sequences, including logo recognition, product endorsement, and signage.
“Being part of American Idol, a TV series which has swept a nation, ends up bringing a huge amount of exposure to a company. Coke has obtained a competitive edge over all of its competitors by being part of the show which so many people see on a weekly basis” said Eric Smallwood, VP of Project Management for Front Row Marketing Services, a Comcast-Spectacor subsidiary. With the Coca-Cola branded cups from which the celebrity judges sip on throughout the broadcast, one cannot mistake who the soft drink sponsor is for this big time show.
As the number of contestants is narrowed down, Coke will continue to gain exposure and media value with judges Randy Jackson, Kara DioGuardi, Ellen DeGeneres, and Simon Cowell making the investment with American Idol well worth the cost with each sip that they take.
Check out FrontRow-Marketing.com for more product placement success stores.
About Front Row Analytics
Front Row Analytics is the sponsorship evaluation and measurement arm of Front Row Marketing Services. Front Row Marketing Services, a subsidiary of Comcast-Spectacor, is based in Philadelphia, PA with offices in or near Detroit, MI; Portland, ME; Kansas City, MO; Cleveland, OH; Miami, FL; Orlando, FL; Des Moines, IA; Loveland, CO; San Jose, CA; Vancouver, BC; London, ON; and Birmingham, UK. Front Row generates incremental revenue for public assembly venues and stadiums, 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 35 accounts.
About Comcast Spectacor
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.