Broadcast And Social Analysis Of The 2020 Season
With limited to no fans in NFL stadiums this season, teams turned to branded tarps as a make-good asset for partners to capture value from broadcast and highlights appearing on social media. MVP determined a representative sample of games, which included eight weeks of both broadcast and coverage on social media accounts (NFL League, Teams, and Affiliated Media) to determine the brand value provided by tarps to NFL partners.
While teams looked to broadcast to generate exposure value for partners, network coverage of in-game exposure seemed to remain consistent, with exposure of the stands being from skycams, scoring plays, and special teams. Despite the network coverage, the new tarp assets averaged just under five minutes of exposure per game. In equivalence, on a weekly basis, branded tarps earned $24.8 million (or $1.6 million per game) in exposure value on broadcast while the defined social accounts generated an additional $229,000 of exposure value per week.
On a weekly basis, branded tarps earned $24.8 million (or $1.6 million per game) in exposure value on broadcast while the defined social accounts generated an additional $229,000 of exposure value per week.
While viewership generated the most value, tarp angles within stadiums, clarity of tarp logos, and on-field play all contributed to visibility. Take for example, Ford. The car brand was seen in 10 different home markets and had a consistent location in those stadiums - in the end zone for all teams, except for Detroit (sideline).
In some instances (Cowboys, Browns, Raiders), Ford was featured in both end zones within the stadium, which certainly played a role in the average duration of the Ford logo per broadcast. While this had incremental impact for some teams, there was a notable gap between the Cowboys and other teams mainly due to stadium-related factors. The team covered their on-field suites, and with those suites being closer to the field-of-play, tarp brands like Ford received a significant lift in exposure compared to tarps covering traditional seating. The team’s exposure for Ford averaged nearly 2.5x longer visibility than the second longest team for Ford (the Cleveland Browns).
Over the course of the season, the branded end zone, sideline and corner-tarps earned a total of $3.6 million in brand value from all team, league, and top media social accounts. The chart below breaks down the value generated by location of the tarp within NFL stadiums this season.
Tarps in the end zone earned 51% of the asset’s total brand value. The tarps had the highest visibility from scoring plays (earning 61% of their total value from the content type). Positioning of the tarps in pregame content also contributed to notable exposure for brand logos in the end zone, generating 13% of their total value. While scoring plays contributed to the majority of value for tarps located behind the sideline, appearances of the tarps in highlights featuring deep passes, special teams, and defensive plays contributed to one-third of the value for the tarp location. In total, the tarps on the sideline contributed to 31% of the total tarp value on social. Pickups for the tarps in the corner of stadiums were heavily dependent on highlights featuring touchdown passes or special teams. In total corner-tarps generated 18% of the total tarp exposure for partners.