Visualizing Home vs Away Sponsorship data
We all know the Blinkfire Match Day Reports rock. They rock hard. But there was one thing that was keeping me up at night – clear patterns kept emerging between home and away games and matches, but the reports did not quite paint that picture.
I can finally sleep soundly because now, at a glance you can see how you drive sponsorship exposure on home days, away days, and training days. Simply: orange dot = home, blue dot = away.
You can use these important insights to boost your content game now more than ever. In the post-television measurement age, the rights-holder is the one that controls the camera, and can thus drive and affect the exposure distribution across sponsors. As great as that sounds, it also means that right-holders need the appropriate tools to be able to measure that exposure automatically and in real-time. That’s what, ultimately, can set them apart from their competitors.
In the example above from Chicago Fire, you can see that the home game is driving more sponsorship than the away game. If you look further down the page, you can see even more at a glance. Home game day for the Fire’s 4-1 win over the Revs generated quite a bit of sponsorship value for partners such as Adidas, Advocare or Heineken. On August 12th they lost their away game against Columbus Crew and the engagement their sponsors got was much, much lower.
Our report can also show you the exposure obtained on training days in-between matches, and you can compare the total engagement on match days vs the total engagement on non-match days for each of their partners or as an aggregate number. In this particular 11-day range we have used as an example, Chicago Fire obtained nearly 120,000 social engagements on just two match days vs approximately 38,000 engagements on nine training days. That means that more than 75% of their total engagement these days came from match days and 89% of the engagements obtained on match days are from their home game victory on August 6th.
These types of insights are what drive innovation forward. Our Match Day Reports feature was created in order to bring our customers detailed information about how they can be using their social inventory. With assets like these from Blinkfire in your tool belt, you’ll be able to determine where your media strategies are a hit or miss, in real time. As always, we listen to our customers at every turn, so if there is something you would like to add, please do not hesitate to let us know!