LOS ANGELES--(BUSINESS WIRE)--GumGum Sports, the leader in sports media valuation using computer vision technology, uncovered $3.14M of social media marketing value for showcase sponsors of the U.S. Open Grand Slam Semi-Finals and Finals from September 7 to September 10, 2017. Of this $3.14M, non team-owned accounts drove 45% of the value. The data shows the importance of social amplification within major league sports where GumGum Sports helps marketers and rights holders capture value across broadcast, streaming and social media.
GumGum Sports' advancements in image recognition and artificial intelligence make tracking the social media value of sports signage possible, giving brands transparency that wasn’t imaginable just a few years ago. To showcase how these technologies are rapidly upending sports media valuation (where brands look to reach consumers in a competitive and fragmented marketplace across TV, streaming and social media) GumGum Sports presents this breakdown of how the showcase sponsors performed. For a full list and performance of all showcase sponsors visit: http://view.ceros.com/gumgum/us-open-sponsors-edition/p/1.
- Non-Owned accounts drove 45% of the value relative to Owned Accounts (US Open, USTA). Mercedes-Benz earned the highest media value at $496K followed by Emirates at $364K.
- The Baseline Pad Signage featured Emirates, J.P. Morgan, and Chase which combined led all locations with just over $846K in media value. Emirates had the most value ($333K) since it was visible on both ends of the court.
- Mercedes-Benz (during Men’s matches) and Chase (during Women’s matches) were both featured on the net and combined for $398K in media value.
- JP Morgan and Chase combined to generate a total sponsor value of $612K from Baseline Pad Signage, Net Signage, and Ribbon Signage locations.
“One of GumGum Sports’ largest differentiators, in addition to delivering cross-channel media valuations across TV, Streaming, and Social Media, is that we are able to scan the long tail of social media using advanced computer vision,” said Jeff Katz, General Manager at GumGum Sports. “Capturing and broadcasting this enormous value that is coming from accounts not owned by a given rights-holder should serve as a wake up call to the sports sponsorship landscape.”
GumGum uses six key quality factors that go into the “Media Value Percentage” (MVP) methodology. The MVP measures what it would have cost to buy an equivalent amount of reach following the factors: Clarity, Prominence, Visibility, Size, Placements and Share of Voice. The data was gathered from Facebook, Twitter, Instagram and YouTube during the date range specified.
GumGum Sports is also launching a social media valuation index for current and prospective sponsors during the 2017-2018 NBA season. For in-depth benchmarking of brand value across the entire NBA league utilizing advanced computer vision visit: gumgum.com/nba.
About GumGum Sports
GumGum Sports is a division of GumGum that leverages GumGum’s computer vision technology to help brands, agencies and rights holders go Beyond The Broadcast™ to capture the full media value of sports sponsorships that include visible signage across television, streaming and social media. By analyzing live broadcasts, social media and digital streaming, GumGum Sports provides accurate, timely, and comprehensive media valuations. They enable rights holders to retain and grow partner revenue and give sponsors the ability to track and optimize media value across a portfolio of sponsorships.