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First and 10: Ads on concession trays Putting the message right in front of sports fans Jul 20, 2006
And each of those noshers is probably eating from a tray. It’s no surprise then that companies like Best Buy, Sony, Pepsi and Trump Casinos are plastering their ads on these trays, staking out a close-up advertising space amid sponsor-covered stadiums. Spectator Advertising began putting ads on concession trays three years ago, and it now has deals with more than 100 venues nationwide, including teams in all the major professional sports leagues, as well as the NCAA and NASCAR for its StadiumTray vehicle. It distributes a similar MovieTray in Regal, Lowes and Century Theatre cinemas. Spectator’s chief growth officer, Stephen Weinberger, says advertisers buy exclusivity with their purchase and that cost depends on the venue, the duration of the campaign, the particular contract and how well a team is doing, which affects attendance. A tray campaign at a Major League Baseball venue could go by the month or the season, while advertisers would likely need to buy a full season at a National Football League venue, since seasons are short.
"When a company buys in-field signange, they pay at least six figures for a season. For much less than that, they can buy 30,000 signs per game,” he says. Total ad impressions are tallied by tray count, but another way to track, says Weinberger, is through call-to-action messages and coupons.
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