This report analyzed images and videos that contain logos of US Open sponsors on social media from 9/1/2017 to 9/11/2017
SIZE
PROMINENCE
PLACEMENT
SHARE OF VOICE
VISIBILITY
Percent of exposure in view
Number of signage locations in view
Position of sponsor
Size of sponsor relative to the entire frame
Background vs foreground exposure
Clarity of sponsor’s exposure
CLARITY
CONTACT Tel: (844) 522-7270
Santa Monica HQ
1314 7th St, 4th Floor
Santa Monica, CA 90401
Our unique technology tracks brand exposure across TV,
online streaming and all social media
HOW WE DO IT
$162,483
$1,257,819
Non-Owned accounts drove 45% of the value relative to Owned Accounts (US Open, USTA)
Media valuations should account for exposure generated by all content creators, not just the ones that are owned by the rights holder.
$1,723,251
PLAYER
NON-OWNED ACCOUNTS
OWNED ACCOUNTS
CONTENT CREATORS DRIVE VALUE
Men's
Finals
Women's Finals
Men's Semifinals
Millions
Women's Semifinals
9/11/17
9/8/17
9/10/17
9/9/17
9/7/17
MEDIA IMPRESSIONS OVER TIME
Instagram accounted for 37% of total social media sponsor value.
$ 457,055
$ 619,281
$ 893,211
$ 1,174,006
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TOP NETWORKS
The baseline pad signage featured Emirates, JP Morgan and Chase, which combined led all locations with over $846K in media value. Emirates had the most value ($333K) since it was visible on both ends of the court.
Net Signage
Courtside Level Signage
...........................................$ 397,569
....................$ 578,006
.................... $ 846,087
Baseline Pad Signage
TOP LOCATIONS
To promote his upcoming Thor movie, actor Chris Hemsworth posted a humorous video on Instagram, Facebook and Twitter pleading for US Open semifinalist Juan Martin Del Potro to return his Thor hammer.
This video generated nearly 40M impressions, over 5M engagements and $457K in media Value.
This further demonstrates the need to incorporate value from non-owned accounts (all content creators)
THOR GOES VIRAL
Mercedes-Benz earned the highest media value at $496K, followed by Emirates at $364K. Mercedes-Benz also led all sponsors with 2.7M engagements.
$267,487
$278,230
$287,528
$333,237
$363,707
$495,677
TOP SPONSORS
During the 2017 US Open, GumGum's computer vision technology analyzed all social media activity to determine the value generated by each sponsor, placement and network. It found $3.14M of media value and 18.32M engagements.
US Open Tennis Semifinals & Finals
