REPORT: UCF Knights Generated $205 Million in Exposure Revenue During 2018 Football Season
By UCFKnights.com // February 26, 2019
Nearly 5,000 articles were published in print media
ORLANDO, FLORIDA – Another undefeated regular season, a second consecutive American Athletic Conference title, two straight New Year’s Six bowl games and a visit from ESPN College GameDay created an incredible amount of exposure for UCF Football during the 2018 season.
The value of that exposure was well over $200 million. In fact, according to a report compiled by Joyce Julius & Associates as commissioned by UCF Athletics, the value of that exposure was quantified at $205,173,276.94.
The report covers exposure value from national television game broadcasts, the broadcast of College GameDay, television news coverage, print media, Internet news and social media.
That somewhat conservative total was developed using Recognition Grade methodology, which takes into account such elements as size of the identity, screen position, brand clutter and applicable brand integration.
When simply comparing on-screen time and mentions and applying the program’s 30-second commercial rate, the value was over $135 million.
Regular television programming, widely categorized as television news in this report, in all 210 United States markets was monitored via closed-captioning to determine exposure on broadcasts throughout the country. Coverage of the Knights on television created more than $7.5 million in exposure.
In addition to many local markets, UCF Football received coverage on ABC, CBS, CBS Sports Network, ESPN, ESPN2, NFL Network, Fox Sports, FS1, FS2, NBC Sports Network, HLN, MLB Network and Comedy Central, among other national television outlets.
Nearly 5,000 articles were published in print media across more than 3,000 U.S. and Canadian publications. Those articles created nearly 370 million impressions and an exposure value of more than $10 million.
Top publications with articles mentioning UCF Football included Sports Illustrated, USA Today, the Washington Post, the New York Times and the New York Post.
Internet news sites were responsible for the largest amount of exposure value at nearly $82 million. In the period monitored (Aug. 25-Jan. 31), more than 36,000 articles were posted about UCF Football.
Those articles were responsible for more than 3 billion impressions. Top web sites with coverage of the Knights included ESPN.com, Bleacher Report, WashingtonPost.com, USAToday.com, Yahoo! Sports and SI.com.
Posts to Instagram, Facebook, Twitter, YouTube and other forms of social media relating to UCF Football were also studied. Nearly 400,000 total posts resulted in over 1 billion potential impressions with an estimated exposure value of nearly $34 million. Of the 398,657 posts the study found, 91 percent were on Twitter.
With ESPN College GameDay making its historic first visit to UCF on Nov. 17, UCF Athletics commissioned Joyce Julius to break out exposure value information solely related to the iconic pregame show’s visit to campus.
The timeframe covered was Nov. 11-Nov. 19. In that nine-day period, College GameDay’s UCF broadcast generated more than $7.5 million worth of exposure.
The lion’s share of that total was from the broadcast itself, which had an exposure value of more than $4.5 million. Social media accounted for the next largest chunk of value at more than $2 million.
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