Time for our monthly look at 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. We’ll start in Portland, where the local NBC affiliate provided primetime coverage of the Timbers’ first ever MLS SuperDraft. The Sunday evening newscast addressed the draft, showed photos and bios of the Timbers’ first two draft picks, made mention of the team’s home opener and noted the renovation of PGE Park. Acording to Critical Mention, the broadcast reached almost 125,000 between 8 and 9 p.m. According to the Critical Mention metric, the total value of the coverage was almost $9,000.
For our next analysis, we’ll stay in Oregon, where KPDX covered the draft as part of the station’s 11:00 newscast. Interestingly, the broadcast included an interview with the Timbers’ Technical Dirctor, Gavin Wilkinson. The interviewer was very informed and asked important questions of Wilkinson. The interview touched on the draft, the offseason and more. It was an impressive spot, but unfortuantely for Portland, it only reached 12,500 people and was valued at less than $3,000 in exposure.
The final broadcast we will feature might be the lowest exposure value of any we have previously mentioned. In Corpus Christie, TX, the local CBS affiliate devoted some time during its early morning newscast. The spot featured Bobby Boswell and Kevin Hartman of the Dynamo and FC Dallas who were promoting a February exhibition match between the teams in the City (as an aside, this is a great way to promote both teams in their mutual State). The telecast reached 4,000 people, but was valued at only $200.
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