MLS: The Value of Exposure

Back in January (and a couple of times since), we discussed MLS’ efforts to mesaure the value of its televsion 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 couple of months have passed since we last checked in on this metric, we thought providing a snapshot of this “worth” of MLS media exposure.

The biggest exposure came from a Bob Ley interview with Sunil Gulati as part of ESPN’s World Cup coverage.  The three minute interview, which included brief mentions of MLSm  was valued by Critical Mention at just under 23k for the league.  The July 5th broadcast aired at 9:00 eastern on ESPN2 and reached approximately 86,000 households.

The same day, the NBC affiliate in Washington aired a brief interview with DC United coach Curt Onalfo on its 5:00 p.m. newscast.  According to Critical Mention, the broadcast reached 112,000 households for an estimated exposure value of over $10k.  The interview was fairly comprehensive and Onalfo was in studio for the discussion.  The interview was well conducted and was a follow-up to an earlier interview given by Onalfo as part of the same program.

Finally, in Salt Lake City, the local ABC affiliate ran a two minute story that included interviews with a number of players and discussed the successful RSL franchise.  The broadcast was part of the 6:00 newscast and reached an estimated 37k viewers.  The exposure was valued just over $3200.

As we said in January, these numbers are both interesting and informative and provide some tangible basis for comparison when looking at the value of exposure in the broadcast media.  This analysis is especially important when sponsors see their names splashed across jersey fronts during highlights or signboards show their brands for prolonged periods of time.  Moreover, given that many of these broadcasts are local, references to franchises (to a partially captive audience) stress the presence of the team to the community and may remind a viewer of the intention to buy a ticket or watch a game.

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