Major League Baseball Advertising


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Contents

  • Overview
  • Reasons for MLB Advertising
  • Limitations Of MLB Advertising
  • Cost Of MLB Advertising
  • Reach And Frequency Of MLB Advertising
  • Scheduling Of MLB Advertising
  • Impact Of MLB Advertising
  • Audiences Of MLB Advertising
  • Advertisers
  • Refrences


Overview


When thinking about advertising involving Major League Baseball, many people simply think of all the billboards and electronic screens located throughout the arena. However, there is much more strategic planning to these ads than most would assume, as well as several unique methods of advertising used that take advertising in an MLB arena to an entirely new level of interest.

No matter which MLB arena fans enter on their designated game days, from the moment they set foot on the property they are surrounded by various advertisements. From logos on beverage cups from the concession stand, large LED screens visible from any seat in the arena displaying various ads, or logos on the apparel sold around every corner ; there is no escaping advertisements once in the arena. Many teams also use giveaways to motivate attendance, the Baltimore Orioles for example, give away typical items such as bobbleheads, t-shirts, hats and jerseys as well as crab mallets, umbrellas, and bbq aprons based off of the interests of their local fan base.

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Classic Yoo-Hoo MLB advertising


Reasons for MLB Advertising

While there are several advantages of MLB advertising, the biggest advantage is the amount of people that advertisements can be exposed to, due to the tremendous amount of places in which ads can be placed. MLB arenas have the seating capacity range from 35,000-56-000, therefore any ads placed throughout the arena are guaranteed to be seen by thousands of people. One reason companies choose to advertise with MLB teams opposed to other sports is because baseball season lasts nearly nine months, making it a great advantage for companies looking to reach audiences over an extended period of time. MLB advertisers have also increased awareness thanks to the use of facebook and its ability to reach large audiences quickly (Feldhauses, 2010).

There are also many places in which advertisements can be placed, many of which are referred to as being "T-Vo Proof". Meaning that even if people are able to fast forward through commercials and other particular parts of a game, the important parts that everyone wants to see will always contain advertisements in view. The behind-home plate advertisements are one example of this, every time a player is at bat there is an advertisement in plane sight behind them. There are also ads strategically placed behind both first and third base that are also in view when showing players on either of the bases. Advertising in MLB arenas not only exposes the message to the people physically in attendance at the event, but viewers at home as well.

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Limitations of MLB Advertising

While MLB teams have the freedom to put paid advertisements throughout their arenas, the free online advertising is closely monitored by an organization called MLB Advanced Media which is the official website for the entire league, displaying news, standings, statistics and schedules to interested fans. This company also controls the amount and type of online advertising each team is able to do, and charges a certain fee for any desired ads that exceed what is normally permitted.

Another limitation of MLB advertising is that because the arenas are so large which leaves a great deal of space for ads, the space becomes competitive because each ad must be more appealing than the next in order to grasp the attention of viewers. MLB events are also attended as family events, and therefore the amount of advertising that is inappropriate for younger audiences such as beer or liquor ads must be limited.

Costs of MLB Advertising


While all arenas differ in prices they charge for advertisements, the Baltimore Orioles charge a minimum of $30,000 for any large sign placed anywhere in the park and a minimum of $50,000 for any ad shown anywhere in the seating bowl. Single advertisements in Camden Yards can reach up to $750,000, especially for ads placed on the LED screen or behind home plate (Feldhauses, 2010).
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The famous outfield wall of the Boston Red Sox is a premiere advertising location in the MLB.



Reach and Frequency of MLB Advertising

In MLB advertising having viewers see an ad on multiple occasions is an obtainable goal particularly because there are many season ticket holders accompanied by fans and viewers who attend games on a random or regular basis. Since most, if not all of a teams games are aired on television, advertisers are able to not only reach people in attendance at the game but at home viewers as well.

Scheduling of MLB Advertising

Arena ads are sold on a season-long basis, advertisers buy a spot or ad and it remains there for the teams entire season. Many ads throughout the arena rotate between two different ads, switching every half inning (Feldhauses,2010).

Impact of MLB Advertising

The impact that MLB ads have is high, ads encourage both purchases inside and out of the arena. For events such as the All-Star game advertisers have claimed to make over $4 million after having their ads aired. Due to the ease in having advertisements obtain both reach and frequency, companies have very high success rates thanks to advertisements placed in arenas (Vasquez, 2010).


Audiences of MLB Advertising

Audiences of MLB games are typically about 59% male and 41% female. The majority of MLB fans have an annual household income of $50,000 or more, with 25% at $100,000 or more. However, the age of MLB fans varies drastically with 11% being 18-24, 17% being 25-34, 19% being 35-44, 21% being 45-54, 16% being 55-64, and 17% being 65 years or older (Vasquez).


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Advertisers

While advertisers include a wide range, the most common advertisers consist of alcohol, insurance, automobiles, phone services, and food/beverage. Coca-Cola, Pepsi, McDonalds, Blue Cross Blue Shield, Toyota, Miller Lite, and among many others are main users of MLB advertisements.


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Turkey Hill Advertising at Citizens Bank Park


References

Introduction to the Advertising and Branding Industry. (2010). Plunkett research online. Retrieved November 16, 2010, from http://www.plunkettresearchonline.com.www.libproxy.wvu.edu/ResearchCenter/Trends/display.aspx?Industry=22&index=0

Personal Interview- Brennan Feldhauses- Account Manager in Corporation Sales and Sponsorship for the Baltimore Orioles.

Sports Media.tv, Initials. (2010). Sports media and major league baseball sports advertising planning and sports marketing services. Retrieved from http://sportsmedia.tv/MLB.php

Vasquez, Diego. (2010). Your client at the all-star game. Media Life- Out of Home, Retrieved from http://www.medialifemagazine.com/artman2/publish/Out_of_Home_19/Your-client-at-the-All-Star-Game.asp

Video scoreboard. (2005). [Web]. Retrieved from http://sportsmedia.tv/MLB/Boston_Red_Sox/images/main_scoreboard.jpg