Critical Mention Update

Back in January (and a couple of times since), we 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 couple of months have passed since we last checked in on this metric, we thought providing a snapshot of this metric of MLS media exposure.

In Kansas City, the local NBC affiliate aired a story about the Wizard’s recent signing of Jon Kempin from their academy.  The story was part of the 10:00 p.m. newscast and lasted at least 30 seconds.  According to Critical Mention, the broadcast was worth more than $10k of exposure and reached more than 50k households.  The local CBS Affiliate ran a similar story as part of their morning broadcast.  According to Critical Mention, the clip reached more than 44k households and was worth $5k in exposure.

Finally, in Seattle, KONG ran a comprehensive story about the state of the Sounders.  The piece touched on the upcoming Open Cup match, Nyassi’s national team call-up and the season standings.  The broadcast reached an estimated 15k Seattle area households and created exposure worth an estimated $2700.

As we have said, 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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