Underneath all the snow, ice and
more snow that cover the ground outside my window, I know that
spring is stirring and in a few weeks fans will be flocking to their
local baseball fields and stadiums to watch their favorite players
step up to the plate and kick off the season.
This week Media Life is taking a look beyond the major
leagues to a new signage system that’s launching in Triple-A minor
league venues.
To find out how to get your client’s message to the
families of fans who fill the bleachers at minor league ball games,
read on.
This is one in a Media Life series on buying the new
out-of-home venues. They appear weekly.
For the next few weeks out-of-home coverage will focus
on new programs targeting spring sports fans. Watch for horse
racing, golf and NASCAR.
Fast Facts
What
Ads displayed across the concourses of Triple-A
minor league baseball stadiums.
Who
SportsView Media, headquartered in Tucson.
How it works
Ads are placed in the concourses of Triple-A minor
league baseball stadiums. Signage is overhead and hung perpendicular
to the corridor walls.
Signs measure 3 feet by 6 feet. There are four
two-sided signs in each stadium, for a total of eight display
spaces. An advertiser can take anywhere from one to eight per
location.
Options include signs with cutouts or with
three-dimensional extensions as well as standard displays. Ads for
items available in the stadium can be point-of-purchase or
directional.
“For beer companies our approach to simple
branding would be to support displays positioned above individual
beer lines,” says president Jim Blinn.
National advertisers predominate, but regional companies
could also work, Blinn says.
“Creative for product or service not on site would be
a standard basic branded message,” says business development vice
president Bill McKissock. “A big picture with logo.”
Options for add-ons vary from stadium to stadium.
“A client could take, say, two signs in each stadium. With that, in select stadiums, we might be able to put up a kiosk for them. Then, depending on the stadium and owners, there could be an announcement that the
seventh inning stretch is brought to you by…” McKissock says.
Markets
Albuquerque, Buffalo, Charlotte, Colorado Springs, Columbus, Des Moines, Durham, Fresno, Indianapolis, Las Vegas, Louisville, Memphis, Nashville, New Orleans, Norfolk, Oklahoma City, Omaha, Pawtucket, Portland, Richmond, Rochester, Salt Lake City, Scranton/Wilkes-Barre, Syracuse, Tacoma, Toledo and Tucson.
In most cases advertisers buy the network.
Numbers
Attendance at Triple-A league games has increased 40.2 percent over the last 15 years, according to Randy
Mobley, president of the International League in Dublin,
Ohio.
More than 13.4 million tickets were sold in the 2004 season, according to International League records.
How measured?
Attendance data is used to determine impressions.
The season typically includes 144 games played by 28 teams and runs from April through September.
What product categories do well?
Communications including cell phones, beer and other beverages, liquor, automobiles, financial services, insurance and consumer goods from tires to toothpaste are top categories.
Pre-existing stadium contracts can render some categories unavailable.
Demographics
“The basic demographic is a little above average income. Very family oriented. Mainstream,” Blinn says.
Minor league baseball fans, according to the Triple-A International League, have the following characteristics:
 Gender breakdown is 56 percent men to 44 percent women.
Age breakdown
o Children 7 and younger at 4 percent
o Age 8 to 12 at 7 percent
o Teens 13 to 17 at 6 percent
o Adults 18 to 24 at 13 percent
o Age 25 to 35 at 22 percent
o Age 36 through 50 at 30 percent
o Age 51 through 65 at 13 percent
o Seniors 66 and older at 5 percent
Income
o Less than 45,999 at 25 percent
o $46,000 to $76,000 at 40 percent
o $76,000 to $125,000 at 24 percent
o $125,000 to $200,000 at 7 percent
o $200,000 and higher at 4 percent
Occupations
o Professional and managerial at 49 percent
o Blue collar and trade at 16 percent
o Students at 11 percent
o Retired at 10 percent
o Self-employed at 8 percent
o Homemakers at 6 percent
Education
o High school graduates at 19 percent
o Those with some college at 14 percent
o College graduates at 42 percent
o Those with graduate degrees at 14 percent
Additionally
o Those who own a home number 69 percent
o A majority, or 91 percent, have a major credit card
o Fans who have children at home come in at 53 percent
o Those who attend six or more games per season are almost half or 49 percent
Making the buy
Lead time is 30 days. Rates including production and installation:
Standard 3 foot by 6 foot signs at $10,000 per sign for six months.
Signs with extensions run $12,500 each for six months.
Add 3-D extensions and the cost is $15,000 for six months.
Prices are pro-rated for shorter flights. Add radio, print, public address tie-ins, hospitality, tickets or on-field promotions and the pricing will be done on an individual basis.
Who’s already on this corridor signage?
This is a new program, kicking off this season.
What they’re saying
“Compare this demographic to other sports. It’s more family-oriented. An outing might cost $50 compared to $250 to attend a major league game. There’s lots of food availability. There’s activity in
the stadium, things for kids to do. Babysitting is available at some locations. There are events, giveaways, all kinds of things to do.” – Jim Blinn, president of Tucson-based SportsView Media
Web site info
SportsView Media at www.sportsviewmedia.com
Etc.
The Triple-A International League also offers a menu of in-stadium opportunities including contests, celebrity sponsorships, on-field contests, logo giveaway items, sampling, hospitality, honorary first pitches and advertisements in their pocket schedules and newsletters. Find them at
www.triple-abaseball.com.
Brand Marketers offers stunts, sampling and other game night promotions at venues hosting all three levels of minor league baseball. Get more information at
www.brandmarketers.com.
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