Advertising at Miller Park

[twobrewers]

At the game on Monday, a friend and I were looking into the Brewers bullpen and debating how much the big Kohl's sign cost Kohl's to display for the entire year.

 

If you haven't seen it, it is right behind the bullpen and is probably 20 feet by 20 feet or so. All it says is "Kohls"

 

I doubt anyone actually knows how much that kind of advertisment cost - but I would love to hear some educated guesses.

 

It is basically a billboard in Miller Park that around 2.5m people will see in person. With many more shots showing up on television.

 

I don't want to give away our guesses yet - as I don't want to skew the results. Any guesses?

[dadofandrew]

I do not know, but I'd say the real value of that sign is on home runs...it's like a 2 second ad every time it's shown on ESPN, local news, whatever. If a 15 second spot on local cable in Milwaukee costs $500, each time it's shown, you got $67 worth. In 140 televised games, that must be on air for 15 seconds a game minimum, and often 60, as you can see it when they do the open, etc. Then the highlights as well...

 

I'd guess you're talking 6 figures...somewhere around $250K. That said, it might be a lot less. I assume it's part of the "package", as Kohls also does the Women on Wednesday thing, and so on.

[hawing]

Actually, the Women on Wednesdays promotion was not done this year. There is a drawing every home Friday and Saturday, where one lucky family with Kohl's Family Section seats gets a $250 Kohl's gift card.

[Paul77]

Good question, I can't give you a straight answer but I can help you make an educated guess. Strip away the LED freeway signs, the various publications and the concourse signage and the Brewers offer 11 levels of "in-seat" signage at Miller Park to prospective corporate sponsors.

---

• Scoreboard Signage
• Outfield Panels
• Outfield Wall Signage
• Bullpen Signs
• Home Plate Rotational
• First / Third Baseline Rotational
• LED Ring Board Signage
• LED Outfield Scoreboard
• Clock Sponsorship
• Dugout Tops (currently available)
• Right Field Rotational

---

I know that for the 2006 season, the going rates for corporate sponsorship in these 11 areas ranged from $25,000 to $800,000. Given the rise in interest coming into this season those numbers might be low for this year. So there are some numbers to play with. I'd assume that the Clock Sponsorship is at the low end and perhaps the outfield wall's are towards the high end. If I had to guess, I'd say the Kohls sign is somewhere in the $500,000 - $600,000 range.

[bjkrautk]

Maybe it's just a sign that I've been listening to too many games on the radio, but when did the Giant Citgo pump show up in Right-Center field?

 

(Personally dislike the advert, in part because it's ugly, but also for the same reasons that there had been discussions over removing a Citgo sign / landmark near Fenway park at this time last year, and the reason that I avoid Citgo stations personally. Without going too far into details....it's political.)

[billyhallfan]

i love the citgo watch c it fly out there, I think it looks really cool...I don't think they need to announce it after every home run, they can just show it on the sign and not make an announcment.

[cweber39]

i love the citgo watch c it fly out there, I think it looks really cool...I don't think they need to announce it after every home run, they can just show it on the sign and not make an announcment.

That's part of the advertising deal I am sure, announce it after every home run, that's why they are announcing it Citgo gets their name out even more.

[dadofandrew]

Ben, thye just showed the C it go sign on TV a few days ago, but I do not know how long it's been there.

[hawing]

It must have been installed during the last road trip.

[twobrewers]

20Fry - I am amazed at the depth of knowledge you were able to dish out pertaining to this topic! I couldn't have hoped for a better educated guess.

 

My friend guessed $250,000. I thought around $50,000. I just doubt anyone shops at Kohl's on account of a sign they saw at Miller Park. But then, when you think about how much a commercial on TV must cost....or a billboard on the side of the road....or mailing out all of those catologs....

 

I also agree with the statement that they giant Citgo pump is ugly. The purpose is nice - tracking how many homeruns and their distance - but I would prefer to see that on the jumbotron instead of a giant gas pump?

 

Oh well, more revenue for the Brewers means a better chance of keeping all of our young players.

[pitchleague]

how well can anyone in the park actually read the gas pump anyways? Just wondering since I couldn't tell on television.

[ccbrew]

I don't mean to stray away too far from the topic, but I thought this article from a month ago by Darren Rovell of CNBC was relevant:

 

http://www.cnbc.com/id/20178292

 

It's about how much it would have cost Kragen Auto Parts, a car parts store with stores primarily in California, would have needed to pay for the amount of exposure it got for being the ad behind Bonds and his 756th.

[valpocrewsader]

- Right Field Rotational

I know that for the 2006 season, the going rates for corporate sponsorship in these 11 areas ranged from $25,000 to $800,000.

I know first-hand that the right-field rotational advertising was going for about $30,000 before the 2007 season. With a bunch of complimentary tickets thrown in to boot. So I'd guess the Kohl's sign was about $150,000.

[zachlaka]

I sat in 419 and 406 Friday and Sunday and could read the Citgo gas pump fine both days.

[hawing]

how well can anyone in the park actually read the gas pump anyways?

 

Pitch, it's large and very easy to read from our seats, which means that people in your seats should also be able to see it easily.

[Barbs4339]

Somehwhat related and I'm not sure if they advertise at Miller Park or just the Bradley Center, but why on earth does WE Energies advertise? There is no other choice for me to get gas or electricity from. Just seems like a complete waste of money.

[Tailgat0r76]

Somehwhat related and I'm not sure if they advertise at Miller Park or just the Bradley Center, but why on earth does WE Energies advertise? There is no other choice for me to get gas or electricity from. Just seems like a complete waste of money.

 

I've always agreed as well as the Bell Ambulance ads. It just seems to me that the ambulance industry shouldn't be allowed to advertise against their competitors "If it doesn't say Bell on the side, you've just been taken for a ride."

So next time I or someone around me needs an ambulance, I'll make sure to deny any that come to make sure it's a Bell...

 

 

It must have been installed during the last road trip.

It was, I was eating at Friday's the Thursday before the first home game after the long road trip. They were still working out kinks in it on that day. They were testing it almost the whole time we were there.

[twobrewers]

WE Energies could very well advertise to investors - not customers. You may not have a choice in who supplies your energy, but they would love to have you invest in their stock and drive up the price, therefore making money for all of their current investors.

 

I've always agreed as well as the Bell Ambulance ads. It just seems to me that the ambulance industry shouldn't be allowed to advertise against their competitors "If it doesn't say Bell on the side, you've just been taken for a ride."

So next time I or someone around me needs an ambulance, I'll make sure to deny any that come to make sure it's a Bell...

I used to think this as well. But, with my wife being a nurse, I learned that ambulances aren't always for emergencies. She works in a rehab home (and used to work in a assisted living home), and they often call an ambulance for non-emergencies where they need to transport a patient to and from the hopistal. Bell is always hanging around their place making sure they are in good with the people so to assure more business.

 

So yes, there are actually times when you will "choose" which ambulance you would like.

[Tailgat0r76]

I've always agreed as well as the Bell Ambulance ads. It just seems to me that the ambulance industry shouldn't be allowed to advertise against their competitors "If it doesn't say Bell on the side, you've just been taken for a ride."

So next time I or someone around me needs an ambulance, I'll make sure to deny any that come to make sure it's a Bell...

I used to think this as well. But, with my wife being a nurse, I learned that ambulances aren't always for emergencies. She works in a rehab home (and used to work in a assisted living home), and they often call an ambulance for non-emergencies where they need to transport a patient to and from the hopistal. Bell is always hanging around their place making sure they are in good with the people so to assure more business.

 

So yes, there are actually times when you will "choose" which ambulance you would like.

 

Okay, I guess I never really thought of that. Thanks for the input

[Paul77]

20Fry - I am amazed at the depth of knowledge you were able to dish out pertaining to this topic! I couldn't have hoped for a better educated guess.

I try.

 

Sponsorship with the Brewers is not cheap. As a matter of fact, next to ticket sales, corporate sponsorship is the Brewers largest source of revenue and Kohls is one of their "major" partners (along with Pepsi, McDonald's, Northwestern Mutual, M&I Bank & of course Miller).

 

[dadofandrew]

Utilities often advertise for strategic purposes; investors, PR, charitable stuff, employment opps, etc.

[pitchleague]

zach and hawing, thanks for the info. Hard to tell on the telly.