24 Hour Fitness and Lincoln are Big Winners During The Biggest Loser Premiere
The two-hour The Biggest Loser premiere may have been a huge hit for NBC, but the bigger winners were 24 Hour Fitness and Lincoln Motors according to FrontRow-Marketing.com. Front Row Analytics determined that 24 Hour Fitness received $615,816 in a total of thirteen sequences, and Lincoln received $218,101 in media value over one extended sequence. Front Row Analytics is the sponsorship evaluation division of Front Row Marketing Services, a subsidiary of Philadelphia-based sports and entertainment firm Comcast-Spectacor.
“A show like The Biggest Loser brings with it a lot of valuable exposure for a sponsor. For a show based around people changing their lives by getting back in shape, what better product placement could a sponsor such as 24 Hour Fitness hope for?” said VP of Project Management for Front Row Marketing Services, Eric Smallwood.
Also gaining exposure in the premier were Brita and the fitness equipment brand, Star Trac.
The ninth season of The Biggest Loser premiered on Tuesday, January 5th at 8 p.m. ET. The popularity of this show and primetime spot in the NBC lineup has driven the in the cost of a thirty-second commercial spot to $128,295. It is through different outlets such as hit televisions series that companies today are finding ways to create brand awareness and impact a large and diverse audience, and The Biggest Loser appears to be no exception.
More sponsorship analysis success stories and other evaluations are available at FrontRow-Marketing.com.
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.