Florida-born and south-Florida bred, there is nothing I love more than a bagel from an authentic NY-deli, so I took notice when my local provider was running in-stadium advertising during the MLB World Series games 3-5.
In case you weren’t among the estimated 11 million viewers of each game, or among the rare few 41,084 to gain an actual ticket, Goldbergs Fine Foods accompanied other advertisers like the Local IBEW plumbers and pipefitters union whose messages were displayed across the LED sign above the club and below the 200 level seats in the in stadium.
Surely this display ad in the stadium during the World Series must come with a hefty price tag. If you’re like me, you may wonder, does it make sense for a local joint to advertise on such a national stage? Really, how many bagels do you have to sell to make it profitable?
Let’s do some of the math:
Goldbergs has nine locations in Atlanta, including one in the Battery, home of Truist Park.
If each of the 41,084 guests in attendance, plus the estimated 100,000 guests viewing the game from The Battery, soothed their post-game hangover with a nice breakfast at Goldbergs that would be a huge win but probably more than the capacity of the nine locations. Hopefully each were left with an “impression” (something we marketers track) that will last until their next craving.
Of the 11 million viewers of each game, many will never travel to Atlanta so those are a wasted impressions.
But here is where the big money comes into play: Nielsen TV Ratings estimate that World Series games had a 48 market-share in Atlanta that weekend. The DMA estimate for Atlanta is 2,269,270 households. A 48 market-share means nearly half of those households – which could average 2-3 persons each – were dialed into the game where the LED signs were clearly visible for minutes not just seconds. Now we’re talking about more than three million hungry Braves fans per game that actually reside in Atlanta and could potentially patronize their nearest Goldbergs. With bagels priced at $2.10/each, just how many of those three million fans need to come in to recover their advertising cost? The impressions alone, aligning Goldbergs with an MLB National Championship team, are priceless.
This post is courtesy of MMC Principal Jennifer Koon