Sports Marketing Analysis Case Study

Case Study: Sports Marketing Analysis

Magellan™ Scores Home Run for Joyce Julius

OmniPerception’s Magellan™ image analysis solution is the world’s first choice for brand owners and marketing services providers in the business of brand impact assessment. Installed as a turn-key unit including all necessary hardware and software, Magellan™ delivers automatic logo, insignia and brand detection at the highest levels of performance. This case study is just one example of the kind of success being achieved by Magellan™ customers in this field.

Joyce Julius and Associates of Ann Arbor, Michigan, USA are a leading player in this field. They have been regular Magellan™ users for some years and apply it to a range of sports marketing analysis tasks, including Major League Baseball.

As part of this work, it was identified that no two ballparks are of identical dimensions and that brands using home plate rotational signage should not expect similar exposure from venue to venue. Joyce Julius and Associates decided that this fact was important enough to justify a detailed study, conducted over a two year period, of the home plate signage areas in each Major League Baseball stadium and the impact on the brand exposures achieved.

Using their in-house Magellan™ installation, the Joyce Julius team established that available surface area, camera height, camera positioning, pitcher blockage, batter blockage and even brand clutter all play a role in determining the effectiveness of a home plate sign’s ability to deliver clear, in-focus television exposure time.

Should any of those elements be out of sync, the brand faces the likely proposition of falling well short in securing all of the broadcast time bought and paid for via the sponsorship fee.

Using Magellan™, the Joyce Julius team was able to find that the best way to establish the effectiveness of home plate signage is to look at the ratio between brand exposure time and total broadcast time.

The highest ratios occur when the centerfield camera shot is used frequently, and those opportunities for exposure are maximised as a result of clear sightlines to the signage location.

For instance, the study found that Chicago’s U.S. Cellular Field clocked in with an average of 24 seconds of brand exposure per one minute of telecast time. Toronto’s Rogers Centre posted 22 seconds per one minute of telecast time.

In the case of U.S. Cellular Field, its sign extends down the first baseline far enough to escape any obstruction occurring at the plate.  Toronto, on the other hand, features a twin signage panel, located to the third base side of the plate, which can be used to offset the obstruction caused by left handed batsman.  The equivalent exposure results for San Diego’s Petco Park showed an average of only 9 seconds per minute.

Ian Young, CEO of global Magellan™ distributors, Applied Image Recognition Ltd (AIR) explained:

“This excellent Joyce Julius study highlights how the use of Magellan™ can generate significant additional exposure by accurately measuring the true effectiveness of stadium signage at major sporting events.  This can bring significant additional exposure revenue to sponsors.”