Joyce Julius

Magellan was used by Joyce Julius and Associates in a two-year study of the home plate signage areas in each Major League Baseball stadium.

The study arose from the fact that it was identified that no two ballparks enjoyed identical dimensions and that brands using home plate rotational signage should not expect similar exposure from venue to venue.

Using Magellan technology, the study established that available surface area, camera height, camera positioning, pitcher blockage, batter blockage and even brand clutter all play a role in determining the effectiveness of a home plate sign’s ability to deliver clear, in-focus television exposure time.

Should any of those elements be out of sync, the brand faces the likely proposition of falling well short in securing all of the broadcast time bought and paid for via the sponsorship fee.

Magellan was able to find that the best way to establish the effectiveness of home plate signage is to look at the ratio between brand exposure time and total broadcast time.

The highest ratios occur when the centerfield camera shot is used frequently, and those opportunities for exposure are maximised as a result of clear sightlines to the signage location.

Magellan found that Chicago’s U.S. Cellular Field clocked in with an average of 24 seconds of brand exposure per one minute of telecast time, while Toronto’s Rogers Centre posted 22 seconds per one minute of telecast time.

In the case of U.S. Cellular Field, its sign extends down the first baseline far enough to escape any obstruction occurring at the plate. Toronto, on the other hand, features a twin signage panel, located to the third base side of the plate, which can be used to offset the obstruction caused by left handed batsman.

Ian Young, CEO of AIR Ltd explained: “This study highlights how the use of Magellan can generate significant additional exposure by accurately measuring the effectiveness of home plate signage at major sporting events such as baseball.

This can bring significant additional exposure revenue to sponsors.”