Over the last year or so, we have discussed MLS’ efforts to measure the value of its television exposure through various local and national broadcasts. Through the website criticalmention.com, MLS tries to alert media to the “value” of its presence on various television programs. Since a few weeks have passed since we last checked in on this metric, we thought providing a snapshot of this metric of MLS media exposure. The 8 clips referenced in the sample reached an estimated 400,000 people for approximately $16,000 in exposure. Not listed in the monetary estimate is a Landon Donovan interview with Dan Patrick.
We’ll start in Salt Lake City, where the local Fox affiliate reached 114,000 households with an evening newscast that included a story about the re-signing of goalie Nick Rimando. The piece lasted just over a minute and included interviews with Rimando and Garth Lagerway. It was the final story of the sportscast and included some banter about the team and a reference to the start of preseason. Critical Mention valued the exposure of the story at just over $5,000.
In Portland, the local ABC affiliate ran a story about the Timbers’ preseason and the renovations at PGE Park. The story offered nice detail about the new stadium configuration. The broadcast reached more than 61k people in the Portland area. Criticalmention.com estimates that the story was worth just under $1800 in exposure.
Finally, the NBC affiliate in Houston provided a few seconds on the Dynamo stadium groundbreaking. The piece combined video footage and commentary and included some of the Mayor’s speech at the ceremony. According to the website, the broadcast reached 76k people for a value of less than $1300.