Growing the Temple Brand
Before the commencement of the 2016 season, Temple commissioned a Media Exposure Analysis study with Joyce Julius & Associates, Inc . an Ann Arbor, MI-based independent research company that measures and analyzes all forms of media. The company's methodology takes into consideration size, location, brand clutter and integration factors. In other words, they measure how much brands or sponsors get from being associated with whatever sport they're involved in.
"I believe in the power of analytics and in the consideration of facts and data in the decision-making process," said Director of Athletics Dr. Patrick Kraft. "As an organization, we are always seeking ways to improve and this powerful analysis provides concrete evidence of where we have been to help guide where we need to go. We have always believed in the strength of the Temple brand but now we have the evidence to back it up. And I can only imagine the greater reach we would have had in 2015 with the additional exposure from ESPN's College Game Day and national TV games against Notre Dame and Penn State. As a Department, we are gratified to know that we are doing our small part in telling the Temple University story nationwide."
Joyce Julius looked at the quantitative exposure Temple University received during the recent college football season. Impressions and exposure values stemming from national television, television news, Internet news and print media were included within the report.
Along with the television viewership numbers from five overall nationally televised games nearly 6.6 million sets of eyes the Joyce Julius research showed that there were:
6,871 articles mentioning Temple University resulting in over 600 million impressions on Internet news platforms including stories on industry leading sites like NYTimes.com, Sports.Yahoo.com, ESPN Online, Finance.Yahoo.com and WashingtonPost.com.
1,545 newspaper articles about Temple an estimated 200 million impressions including stories in the New York Times, USA Today, Los Angeles Times, Chicago Tribune and New York Post.
940 mentions as part of television news coverage with Temple referenced by TV stations in 32 states.
"We look at how much media is generated, and then we place an exposure value to give insight as to what kind of impact is made with it," said Eric Wright, the president and executive director of research for Joyce Julius. "With the games on TV, we're trying to see how long the brand was up on the screen. For everything else, we're trying to see how many eyeballs saw it and then place a value on it."
Exposure value is translated to what it would cost the university to be buying that type of ad time
"It's a big number, but you have to imagine that there probably isn't a retail brand that has enjoyed as much on-screen time cumulatively during a course of a football season as a football program does," Wright said. "You have to think about a game broadcast, where a team is averaging about two hours of on-screen time during that game coverage. You'd have to buy a lot of TV commercials to come up with two hours' worth."
Joyce Julius has a digital tracking system that goes through a game telecast and finds visual references to Temple. Once those references are located, a digital measurement drills down to get specific information such as the size of a logo in relation to the rest of the screen, and the placement of the logo. The system also tracks if other competing sources for the attention of the viewer were present.
"We go frame-by-frame throughout the telecast to see how long Temple identity or Temple branding is present," Wright said. "We track that, and we have a scientific way of putting a value on that an exposure value and we're comparing it to a cost of a commercial during that particular telecast."
For TV, they're literally measuring how long the image is on screen and then comparing it to advertising rates knowing that a commercial is sold in 30-second increments.
Conversely, when referencing traditional newspaper media, Internet news and TV such as highlight clips on national shows like SportsCenter and coverage by local affiliates they're looking at the potential number of eyeballs that might have seen the messaging.
"From those four components with slightly different methodologies for each one we get a sense for how much exposure was generated during the course of the football season," Wright said.
As a reminder, from September 1 through one week after the December bowl appearance, Temple received over 10,000 mentions/articles thanks to TV coverage/newspapers/Internet news plus five nationally televised games with an estimated 6,599,000 home viewers. The exposure value for the university, according to Joyce Julius' research, was over $38 million.
"Temple cannot afford to purchase that level of exposure on a national level. It would just be too costly to buy that amount of advertising time," Temple's Jordan said.
"Temple University is a brand. When the football team is on television, it's a way to promote the brand and communicate the mission of the institution and what the institution stands for. It was more than just a game or two. What that meant in terms of the commentary that was being had at the national media level about Temple its football program, the university, Philadelphia in general all benefitted because of this. It provided a definite opportunity for Temple as a university to receive exposure through its athletic program."