Molson Nabs Viewers for MLB’s Series
U.S. – The Boston Red Sox may have won the World Series, but Molson Coors Brewing Co. hit the most home runs when it came to the number of gross impressions achieved from leveraging its naming rights to Coors Field during Game 4 on Oct. 28. Product placement for Molson Coors delivered more than 1.5 million gross impressions among Persons 18 and older, taking advantage of a signage at home plate, according to data released Monday from Nielsen Sports.
“In-stadium advertising, a $9 billion business, is becoming an increasingly important way for advertisers to reach viewers, as Coors Field demonstrated in the World Series,” said Ann Marie Dumais, senior vp of sales and marketing for Nielsen Ventures.
General Motors product placement at home plate and on-screen also achieved high visibility with 304,330 gross impressions during Game 4 at Coors Field and 230,096 gross impressions during Game 2 at Fenway Park on Oct. 25. The automaker also garnered nearly triple the on-screen sizing presence than that of the other sponsors.
Gatorade (Pepsico, Inc.) and New Era Cap Co. also achieved a strong presence by leveraging signage at the dugout and on-screen logo sizes.
The data was based on a new digital measurement system that measures streaming video in real time to track the presence of logos, their size and location on-screen. The new methodology is being introduced on a custom basis and will be launched into the Nielsen Sponsorship Scorecaard service starting March 2008 with Major League Baseball.