MLB Is Exploring Advertising Tarps For Empty Seats
As it stands, the likelihood of MLB playing with fans in attendance this season is close to zero. Due to the unprecedented nature of these times, MLB clubs are looking into ways to increase sponsorship sales by adding tarp advertising to the empty seats filling the stadium.
According to a USA Today report, players prorated salaries will contribute to an average loss of $640,000 per game for each game over an 82-game season.
Selling advertising around the tarped seats is just one of the avenues MLB is exploring.
The Cincinnati Reds are one of the teams working with data and measurement firm Nielsen to price out inventory. The Reds declined to comment on any possible sponsorship opportunities. MLB itself is not in direct communication with Nielsen.
The global measurement and data analytics company are said to be working with multiple leagues to explore a wide variety of possible new ways to produce revenue during such uncertain times.
“It’s even more critical that we evaluate new opportunities to help our clients adjust to this new normal,” stated Nielsen Sports spokesperson. “While we haven’t formally launched a new service, we are exploring several new concepts designed to help our clients extract replacement value once games restart without fans in stadiums and ballparks.”
The placement of logos on tarps is not new to many MLB teams (NY Yankees, Chicago Cubs, and Cincinnati Reds)with brands like Bounty, Glad, Reynolds Wrap, and Skittles all being advertised during rains delays in the 2017 season.
Moving forward, assuming teams can play out the 2020 season, each stadium will have already secured multiple brand sponsorships for television-visible signage. The tarp advertising would be another lucrative possibility for new buyers.
“My only concern is clutter and broadcast angles,” stated Steve McNelley, senior vice president of consulting at marketing firm rEvolution. “How will different teams, entities, and venues make sure that those signs appear on television?”
However, with such a strategy, we are entering into uncharted territory. TV signage will entice impressions even without fans in the stadium. But, does tarp signage have value? And is there such a thing as too much signage. How does a brand put a monetary value to something until the entirety of the broadcast scope is understood?
Additionally, the camera angles for various games will most certainly change without fans, therefore not guaranteeing various signage will be seen as in normal circumstances.
There is much to discuss and determine in the coming weeks as sports entities seek the top ways to secure continued sponsorship gains.
